dubizzle, part of Naspers Classifieds and the leading classifieds website for users in the UAE, first launched Shedd app on 13th September 2015 in Dubai. Shedd allows users to post fashion items for sale quickly, easily and free of charge. Shedd is set to transform the way fashion-lovers buy and sell in their communities. An online hub where users upload new, rare, vintage and desirable fashion pieces every day, it’s a digital space where discovery is encouraged and an eye for style is rewarded. An online fashion community like no other, Shedd is a network providing access to meeting style-conscious users, designers, and fashion entrepreneurs, and a marketplace for buying and selling rare, new and used fashion items with a simple ‘click’. With potential buyers, being able to filter items by social media, friends or users near them, chat with other users via the app and like and comment on items (like Instagram).
After the enormous success of Shedd app in Dubai, olx.bg, also part of Naspers Classifieds decided to launch the new product in Bulgaria as a second market in March 2016. The team of Related PR was assigned to develop and execute a communications campaign to promote Shedd to media and the target audience. The main goal of the launch campaign ‘Buy. Wear. Shedd.’ was bringing downloads of Shedd app via App store and Google Play store by Bulgarian users.
The main communication challenges that our team faced at the start of the project were connected with the difference between Dubai’s fashion market, where the app has huge success, and Bulgaria where the fashion industry would have for the first time an online place where common users have a chance to trade fashion items from various brands.
Secondly in the same segment in Bulgaria there are hyperactive competitors to Shedd like bazar.bg, olx.bg and other market places traditionally used by consumers to buy and sell items. The main competitive advantage was that Shedd is unique and specialized app for fashion. Our aim was to also popularize Shedd among Bulgarian fashion designers as a top of mind market place for their fashion items.
On the other hand, Shedd app has strict policy on how the items that users upload should be pictured and presented. Photos must be stylized to be approved by administrators and posted for sale. All this had to be explained to the media and the public in order to prevent disappointments.
To address the challenges and create strong demand among the target audience, we based our strategic approach on the concepts of vanity and entertainment:
We launched the campaign ‘Buy. Wear. Shedd’, which quickly became viral in social networks (Facebook and Instagram) with the #buywearshedd hashtag.
The strategy included defining Shedd as separate brand from the popular market place olx.bg. That is why we targeted the communication of the new app mainly to women who love shopping irresponsibly - buying the items they love and aspire to - but dislike the guilt of frivolous purchases.
To attract more supporters and brand ambassadors ‘talking about’ Shedd we communicated that Shedd is a place for artists, designers and boutiques that can benefit from free platform to sell their models and gain popularity among consumers. The business benefit for that target group was that they don’t need to invest in their own online shop but to sell to Shedd users directly.
We organized a launch event for media representatives – business and lifestyle, fashion bloggers, online influencers and opinion leaders which took place on 15th of March 2016 in Sofia.
For promoting the campaign and the official launch event of Shedd we set up an event page in Facebook. As a result, over 200 people attended the event.
We targeted both business and lifestyle journalist so our strategic approach was to prepare and distribute two separate press releases. The first one, with business content was targeted at business media representatives including interesting quotes by local designers and small business representatives who discovered Shedd as an opportunity to post and discover, buy and sell unique, original, desirable, interesting, every-day or obscure fashion items and accessories. The second press release describing all fashion and fun benefits for Shedd users that was targeted at lifestyle and fashion media and bloggers.
Services: Media relations; Event Management
Over 30 publications in leading Bulgarian lifestyle and fashion, business and general news, and IT media, both print and online, as well as publications in popular lifestyle and fashion blogs.
Coverage highlights include: print publications in Capital Weekly, Amica Magazine and OK! Magazine; online publications in 24chasa.bg, Money.bg, Technews.bg, Kaldata.com, Cosmopolitan.bg, Goguide.bg, Viewsofia.com; and blog publications in Mintstories.com, Anadinkova.com, Stylishtoast.com.
100% positive tone of the publications
As a result of the campaign the total downloads of Shedd grew up to 300 000, compared to a total of 30 000 downloads prior to the campaign. Additionally, Shedd has an average of 4000 new items published by 950 users on daily basis.
Shedd was acknowledged by Bulgarian fashion designers, who endorsed the app and use it as a market place for their fashion items.