Tamil Nadu based innerwear brand, Dixcy Scott is gearing up to activate and strengthen its presence on Facebook.com, which receives more than 20 million unique visitors per month.
Dixcy Scott's existence on Facebook will be managed by Chennai-based digital agency, BYT Social, which has bagged the innerwear brand's social media business recently.
Amongst innerwear brands, Dixcy Scott, will become the other early adopter --Rupa has already established a brand page on Facebook (54 fans)-- to employ Facebook for marketing. Prominent other brands, such as VIP, Lux Cozy and Amul Macho -- which spend heavily on TV advertising -- have not even created their official profiles so far.
Globally however, many leading innerwear brands are active on Facebook. For instance, Calvin Klein has a brand page (Facebook.com/CalvinKleinUnderwear), which is followed by 1.38 lakh Facebook users. Jockey (Facebook.com/Jockey) is followed by more than 39,000 fans; while Hanes (Facebook.com/Hanes) has 1.8 lakh fans. Lingerie brand, Victoria's Secret, is also live on Facebook (Facebook.com/victoriassecret) and has 85 lakh fans.
In the case of Dixcy Scott, Ahmed explains, "Dixcy Scott is already active on Facebook as a brand page and has 770 fans. However, the company has not leveraged the brand page so far. Our mandate will be to reactivate its presence on Facebook, use it for brand-building purposes and carry out conversations with the youth."
In the initial phase, BYT Social will focus on increasing the brand's fan-base on the social networking website. "A Facebook social ad campaign will be launched soon to gather fans, in the first few weeks," Ahmed says.
There are plans to leverage the brand ambassador, Salman Khan as well. Contests related to the reality show, Bigg Boss 4 will be launched on the brand page to engage fans with the brand. Applications could also be developed and integrated with the Facebook brand page.