Flipkart x U.S.P.A - An Association Like No Other!

Here’s how Flipkart helped U.S.P.A. increase their brand awareness and market share on the platform

U.S. Polo Association is a renowned global apparel brand known for its classic American style.
Despite being among the top 5 apparel brands on Flipkart, U.S.P.A.’s market share was considerably
low among a section of fashion consumers on Flipkart.

These customers were either unaware of U.S.P.A being available on Flipkart or U.S.P.A was not in
their consideration set in Apparel.

To bridge the gap faced by the brand at the mid and top levels of the funnel, we put together a 360
degree campaign on the Flipkart platform, and timed it to be executed in tandem with the biggest
online fashion sale in India.

Innovation: Leveraging the BOSS of all fashion events

Over the years, Flipkart's BOSS (Best of Season Sale) has been able to build equity and establish itself
as the biggest online Fashion event in the country. Today, BOSS is strongly associated with all things
fashion and has a strong recall among consumers.
Given the equity of BOSS amongst Flipkart users, any brand associated with BOSS should be
perceived very positively on the platform.

With things slowly gaining momentum in the country after the lockdown, the December edition of
the event was an opportunity for brands to tap into the pent-up fashion demand in the country. We
wanted U.S.P.A. to leverage this opportunity and influence the ‘returning fashion users’, in addition
to capturing the wave of new customers who were shopping online for the first time.

Solution: Powering up with BOSS sponsorship

We explored a whole new construct called BOSS-Sponsorship, a collaboration that combined the
equity of BOSS with the offerings U.S.P.A in India. This would enable every fashion and lifestyle
segment audience set to correlate U.S.P.A with BOSS and thereby with everything fashion, on
Flipkart.

The essence of the sponsorship construct was to highlight U.S.P.A. in all BOSS related real estate on
the platform, enabling 360-degree visibility for the brand on Flipkart during the event.
Every year India’s top brands line up to ensure they’re a part of the BOSS and the 2020 edition of this
sale was no different. Since every ordinary marketing effort will only get lost in the clutter of
communication from other brands, campaign innovations like this one for U.S.P.A. are what get
heard, even on high-decibel days and festive occasions.

Over the 5 days of campaign duration, U.S.P.A became an integral part of the BOSS’20
communication across all platforms. From logo integration to banner visibility across key entry points
to other engagement constructs such as emails, Story Ads, U.S.P.A became synonymous with the 6th
edition of the Flipkart’s Best of Sale Season.
So, if you’re planning a campaign for the next high-decibel day, get in touch with Flipkart Ads to be
heard.