BRIDAL LOUNGE

Bridallounge.com
Objective(s)
Increased organic consumer engagement using a self-sustained solution for the personal care brands of P&G (specifically Pantene). Our partner agency, Brainchild, faced the challenge of building a cohort of loyal brand followers. Their client, Procter & Gamble (P&G), wanted a platform which permeated the lives of the brand’s target group. P&G’s shampoo brand, Pantene, was to be the beneficiary of this initiative. An annual event called the Bridal Couture Week was already a reasonable success, but lacked reach and accessibility for much of the audiences. The challenge was to go deep and stay there.This is hardly ever achievable with a one-time campaign.
BRAINCHILD COMMUNICATIONS Solution
The BRAINCHILD COMMUNICATIONS team brainstormed to arrive at a digital solution to P&G’s dilemma. The best way to engage with an extended audience was digitally. The team also considered the cultural tendencies of the primary audiences. Since the intended audiences for the Pantene brand are women, the team researched on trends affecting them. Insights showed that weddings are an integral part of South Asian culture. The idea for a comprehensive wedding portal, bridallounge.com, was launched.

BRAINCHILD COMMUNICATIONS worked on three critical aspects of the project:
Positioning & strategy

Bridallounge.com was designed to be a complete guide to wedding resources across Pakistan. From clothes for the bride and her friends to the DJ at the wedding reception, the exhaustive listings on the portal were designed to retain visitors. Pantene was seen smartly packaged into the fabric of the website to ensure that the audience engagement with the brand did not seem forced or less than elegant. The strategy was to build a critical mass of loyal, engaged visitors.

Content management

Bloggers were sourced from all over the world to contribute with engaging pieces on fashion, bridal etiquette, health and other relevant topics. These bloggers were separated into tiers to create a smart mix of content. Magazine writers, especially ones with celebrity status, were engaged for regular features. Content was also syndicated from other magazines and websites to offer quality articles and editorials. User generated content was solicited from fashion-writing enthusiasts. Finally, a small editorial team overlooked all content and design execution.

Operations

BRAINCHILD COMMUNICATIONS undertook the project management responsibilities for bridallounge.com engaging our network of web services providers and project managers. All development work was supervised through BRAINCHILD COMMUNICATIONS as was the entire design aspect. Finally, to allow the project to be self-sustained, a unique franchise model was developed by BRAINCHILD COMMUNICATIONS which allowed the website to be franchised to entrepreneurs. This model allows for the portal to be managed optimally, while keeping brand objectives and integrity intact.

Results
Bridallounge.com has successfully launched and is a valuable digital property providing P&G a unique opportunity to engage with its target audience.