The Fabindia Indigo Trail campaign aimed at showcasing the process of Indigo dyeing with the help of Influencers. Fabindia zeroed in on two influencers who were given the chance to explore and understand the process of Indigo dyeing from the indigo farms at Pipar a village close to Jodhpur. The influencers traveled to Pipar covered the entire process of indigo dyeing, they also interacted with the people who work on the indigo plantations and their experience of indigo dyeing process. Fashion influencers created content from the indigo farms and shared it on their social handles.
Greenroom collaborated with Fabindia in choosing the right set of influencers and worked on planning the content for the campaign. The Fabindia campaign primarily targeted Instagram as the platform for communication. Fashion influencers and fashion related content work wonders on Instagram, which was the primary reason to zero in on Instagram as the communication platform. The right choice of influencers and choice of a platform according to the requirement helped the campaign performance.
A unique approach to communicate the process of Indigo dyeing by using influencers to visit Indigo farms paid off very well, as the influencer content received huge traction on the social platforms.
Fashion influencers predominantly have followers who look upto these influencers as more relatable and genuine source for any fashion related trends or queries. Followers are always keen to know more about the quality and design of the apparels which are styled by the influencers.
The Fabindia Indigo campaign acted as a perfect opportunity for these followers to understand end to end process of Indigo dyeing, which resulted in greater reach and traction for the campaign. With the help of unique and interesting content, the campaign was a success for Fabindia.