ROPOSO: Driving Gen Z Engagement Through Entertainment and Shop

Establish ROPOSO as the ultimate platform for Gen Z's entertainment and shopping by creating a seamless, engaging environment where users can consume content and shop for featured products. The strategy focuses on driving awareness, engaging the audience through interactive and immersive experiences, leveraging influencers, and hosting live events. The goal is to build a deeper connection with Gen Z, positioning ROPOSO as their go-to destination for entertainment and shopping, ultimately increasing user base and loyalty.

The target audience was defined as 18-24-year-olds who were entertainment-hungry, experience-driven, and sought instant access to products they saw online. Content commerce was leveraged to create consumer needs through engaging content, effectively shortening the shopping journey.

Cultural nuances and trends that resonated with Gen Z, such as humour and breaking stereotypes, were tapped into. The strategy involved incorporating these elements into content to connect with the audience on a deeper level, aligning with their values and interests. This approach helped to engage Gen Z more effectively by reflecting their cultural preferences and encouraging a stronger connection with the brand.

The strategy aimed to eliminate the divide between virtual desires and real-life fulfilment by enabling users to shop directly for products they encountered in entertaining content. This approach involved integrating shoppable features within the content, allowing users to seamlessly purchase items they found appealing, thus bridging the gap between online inspiration and real-world acquisition. This method enhanced user satisfaction by making it easy to act on their interests and desires immediately.

The premise "ROPOSO Life Trump's Real Life" was promoted to suggest that the experiences offered by ROPOSO provided radical access to desires, making them more attainable than in real life. This approach highlighted how ROPOSO's platform allowed users to experience and acquire their aspirations in a more immediate and fulfilling manner than traditional methods. By emphasizing the unique and enhanced opportunities available on ROPOSO, the strategy aimed to position the platform as a superior alternative to real-life experiences, thereby increasing its appeal and engagement among users.

Digital and Offline Engagement: Utilized both digital and offline mediums, influencer partnerships, and immersive experiences to engage the audience.

Interactive Content: Implemented shoppable hotspots in videos featuring celebrities, enabling direct product purchases.

Engagement Campaigns: Launched initiatives like the #RecreationChallenge, encouraging users to create and share their song versions on social media.

Live Events: Hosted events such as the "Endless Concert," where live performance duration is linked to product purchases.

Innovative Features: Introduced features like face-swapping technology and a shoppable catalogue for immersive navigation.

Influencer Collaborations: Partnered with influencers like Zach King to demonstrate the shopping experience on ROPOSO.

Weekend Getaway Sale: Organized exclusive events where influencers and users created content and sold products over a weekend.

Shoppable Trailers: Collaborated with Disney+ Hotstar to create purchasable trailers for upcoming movies.

Concert Shopping: Set up shopping screens at music festivals, allowing attendees to purchase outfits worn by artists.

Shoppable Fashion Show: Hosted a live event during Lakme Fashion Week featuring content creators as models.

AR Mannequin Influencers: Utilized interactive AR experiences where mannequins model ROPOSO products.

ROPOSO Vending Machines: Installed vending machines that offer discounts in exchange for user-performed tasks.

Work From Home (WFH) Campaign: Offered special sales on pyjamas, fitness routines, and easy recipes.

Gender-Neutral Sales: Hosted sales for Men’s and Women’s Day featuring the same products.

World Cup Shopping Activation: Provided real-time shopping deals linked to football goals scored during the World Cup.

The strategy aimed to redefine Gen Z's entertainment and shopping experiences by transforming ROPOSO into a culturally relevant and compelling platform. By integrating seamless shopping with engaging content and leveraging cultural trends, ROPOSO resonated with Gen Z’s values and interests.

This approach not only established ROPOSO as a preferred destination for their needs but also significantly boosted user engagement, platform usage, and brand loyalty, leading to a stronger connection with the audience and enhanced brand perception.

To read the complete strategy, click [here].