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December 13, 2021
‘Bug Friday’, the fashionable response to Black Friday carried out by leading fashion retail brand Fashion Bug, won Silver at the SLIM Digis 2.0 held recently, under the Retail (Fashion/ Consumer Electronics) Online and Offline category. Fashion Bug along with Omnicom Media Group Sri Lanka, was able to secure their place among the winners at this year’s SLIM Digis with their innovative digital marketing campaign. The objective of the campaign was to transform the existing cash-on-delivery only website into a fully integrated e-commerce platform, while increasing average daily transactions by 150%. Understanding the general curiosity of the target audience of urbanist millennials and their interest in major online shopping events, and giving the popular ‘Black Friday’ sales a twist, ‘Bug Friday’ was envisioned. The proposed campaign focused on piquing the interest of the audience with a series of teasers that were shareable across platforms. By tasking affiliates to conduct walk-throughs on the ease of use of the site, it ensured that the audience was able to navigate the online pages with minimal obstacles. Through this multi-faceted approach, Fashion Bug was able to reach over 7 million impressions, with more than 19,000 visits to the new and improved website. Online sales hit a record high in December as it marked the highest ever achieved in Fashion Bug’s online sales history. “Being the second year in a row that we have made our mark at the SLIM Digis and managing to seal the deal with a Silver Prize this year indicates that we’re going from strength to strength. With e-commerce on the rise locally, due to the current pandemic, it’s great that we were recognized for our creative efforts and success in driving online sales for our digital clients,” said Omnicom Media Group Sri Lanka Digital & Business Director Jason Wijesuriya.