Van Heusen & LinkedIn bring fashion and work come together. Van Heusen, India’s definitive formalwear brand is searching for the people who are taking the fashion graphs at work place higher besides the business graph. By partnering for the second time with the world’s largest professional social networking site, LinkedIn, the brand launched Season II of its successful contest, Most Fashionable Professional. With the intent to identify 10 most fashionable professionals, the contest is targeted at LinkedIn’s member-base of 20 million professionals.
“This is in line with our continued endeavours of making the workspace a more fashionable place” says Mr Vinay Bhopatkar, Brand Head, Van Heusen. “Last season the contest got overwhelming response and this year our aim is to keep the same spirit up. Van Heusen has always symbolized fashion for the professionals and to be able to communicate the same through the most powerful professional networking site LinkedIn, is outstanding.” Elaborating on the contest he added, “The contest idea is very unique – you don’t participate in this contest, but you get nominated which means that others are recognizing for your fashion sense. We have created a contest microsite (www.vhmfp.com) where one can sign in using LinkedIn user ID and Password, and nominate upto 10 people in his or her network as the fashionable professionals. Basis the nominations received, 40 people will be shortlisted and then our panel of eminent fashion experts is going to select 5 male and 5 female winners.”
If initial indications are anything to go by, the contest is already creating waves. As per Mr. Bhopatkar, within first 5 days of the launch, the contest has surpassed all the metrics of the Season I and he is expecting more than 3 times participation than last season by the end of the contest on 31st July, 2014. Sharing a few interesting nuggets, he said, “This year we have added a few dashboards where people can see which city or company are leading with most number of nominations. As of now, it appears that most fashionable professionals live in New Delhi. And, LinkedIn followed by TCS are the most fashionable places to work in”. He was however, quick to add, “These are early days of the contest, and the numbers may completely change as it progresses.”
“After the huge success of our campaign with Van Heusen last year, it is no surprise that we see a bigger and scaled version of “Most Fashionable Professional” on LinkedIn. Through this campaign LinkedIn enables Van Heusen to drive brand awareness with our member base of over 26 million ambitious and aspiring professionals in India, in a creative and contextual manner. ” says Ashutosh Gupta, Director, Marketing Solutions, LinkedIn.