ABOUT THE BRAND
After Dark is a luxury sleepwear brand that embraces slow fashion and mindful production. Inspired by the comfort of soft cotton kurtas from his childhood, the founder created After Dark to offer elegant, high-quality nightwear made from pure Indian cotton and occasionally satin. The brand focuses on hand-crafted, timeless designs and supports local artisans and home-based workers. With a rich history and a commitment to superior quality, After Dark ensures that every piece is crafted with love and attention to detail.
PROJECT YEAR
2021
BRAND
After Dark
CATEGORY
Fashion & Retail
LOCATION
New Delhi
EMBRACING SLOW FASHION
The Ask
Given the COVID situation, bring a glimmer of hope into everyone's life by building an emotional connection with After Dark's audience. Start a meaningful dialogue that fosters empathy and understanding, making customers feel heard and valued.
Objective
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Promote New Collection: Showcase the new range of easy breezy outfits adorned with delicate floral embroideries.
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Deepen Emotional Connection: Engage with customers on a personal level by initiating conversations that address their feelings, challenges, and ways of uplifting their moods.
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Foster Community: Create a sense of belonging and shared experiences among the brand's audience.
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Ignite Hope: Share messages of hope and positivity, emphasizing new beginnings and brighter tomorrows.
Execution
The "Blooming Hope" campaign will showcase After Dark's new collection of easy breezy outfits adorned with delicate floral embroideries, symbolizing comfort, hope, and leisure. The campaign will feature engaging social media posts and email newsletters that pose thoughtful questions like "How are you feeling today?" or "How do you uplift your mood in difficult times?" These interactions will be designed to make customers feel like they are talking to an old friend, creating a warm and empathetic dialogue. The collection's launch will highlight the femininity and glamour of florals, presenting handcrafted pieces that serve as an ode to new beginnings.
Blooming Hope
Secret Life of AD Pets
The Ask
To create a relatable and heartwarming campaign that connects the love of pets to increased happiness and well-being, leveraging influencer collaborations to reach a broader audience.
Execution
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Promote Emotional Connection: Highlight the joy and happiness pets bring, enhancing the emotional bond with After Dark’s audience.
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Increase Engagement: Use informal and warm communication to foster a sense of community and relatability.
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Leverage Influencers: Collaborate with influencers to expand reach and connect with a wider audience of pet lovers.
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Enhance Brand Image: Position After Dark as a brand that understands and celebrates the simple joys of life, like the love of pets.
Objective
The "Secret Life of AD Pets" campaign featured informal and warm communication, correlating the love of pets to an increase in dopamine and overall happiness. The campaign aimed to engage pet owners and highlight the joy and positivity that pets brought into their lives, tying this sentiment to After Dark's brand values. It emphasized how the fuzzy warmth and comfort provided by pets mirrored the coziness and comfort of AD garments. Pet owners were shown enjoying precious moments with their pets, showcasing the deep bond and happiness they shared, much like the soothing embrace of After Dark clothing.
