Craftsvilla
Craftsvilla.com, a leading online marketplace for ethnic wear, aims to preserve India’s cultural heritage while providing modern, stylish, and affordable ethnic fashion. The platform connects artisans and designers directly with consumers, making ethnic wear more accessible and fashionable for a global audience.Brand Objective
The primary objectives of Craftsvilla.com’s PR campaigns were:Brand Awareness: Establish Craftsvilla.com as the go-to platform for ethnic wear in India and abroad.
Cultural Connection: Highlight the brand’s commitment to promoting Indian artisanship and preserving cultural heritage.
Market Differentiation: Position Craftsvilla.com as a leader in ethnic fashion amidst increasing competition from online marketplaces.
Driving Traffic and Sales: Increase platform engagement and conversions through storytelling and emotional connect.
Key Campaigns and Strategies
Objective: Foster pride in India’s rich cultural diversity and encourage customers to embrace ethnic wear for all occasions.
Tactics:
- Collaborated with fashion influencers and celebrities to promote ethnic fashion.
- Curated engaging content around traditional festivals like Diwali, Durga Puja, and weddings.
- Organized contests on social media encouraging users to share their ethnic styles using the hashtag #CelebrateEthnicity.
Objective: Showcase authentic craftsmanship while empowering rural artisans.
Tactics:
- Crafted press releases and feature stories about the artisans behind the products.
- Secured media coverage in lifestyle and business publications, emphasizing the brand’s social impact.
- Hosted pop-up events in key cities to provide a physical experience of the brand’s offerings.
Objective: Position Craftsvilla.com as a trendsetter in ethnic fashion.
Strategy:
- Partnered with fashion weeks and organized ethnic-themed fashion shows.
- Garnered media attention by featuring celebrities as showstoppers in ethnic attire.
- Generated buzz through live streaming on social media platforms.
Objective: Leverage India’s festive seasons to drive platform traffic.
Strategy:
- Launched limited-time discounts and curated festive collections.
- Used regional PR strategies to reach vernacular media and regional influencers.
- Engaged audiences with interactive social media posts, quizzes, and styling tips for festivals.
Results and Impact
- Secured over 500 media mentions across leading publications such as The Times of India, Hindustan Times, and Vogue India.
- Reached 10+ million users through social media campaigns.
- Achieved a 30% increase in website traffic during festive campaigns.
- Increased mobile app downloads by 20% post the #CelebrateEthnicity campaign.
- Recorded a 40% spike in sales during Diwali and wedding seasons.
- Grew repeat customer base by 25% through loyalty programs.
- Established Craftsvilla.com as a household name for ethnic wear.
- Successfully communicated the brand’s cultural and social impact narrative.
- Fostered stronger connections with regional artisans, enhancing brand authenticity.