House of Jaya is preparing to launch a new fusion fashion brand in August, aiming to capture the attention of a diverse and fashion-forward audience. The project involves developing a comprehensive digital marketing strategy that leverages current trends and platforms to maximize brand visibility and engagement. The goal is to create a buzz around the launch, ensuring that the brand reaches its target demographic effectively. Learners will apply their classroom knowledge of digital marketing principles, social media strategies, and consumer behavior to craft a plan that includes social media campaigns, influencer partnerships, and content marketing. The project will focus on innovative and cost-effective marketing ideas that align with the brand's unique fusion concept. HoJ also plans to donate a portion of their proceeds to underserved communities, so this concept needs to be conveyed.

The deliverables for this project include a detailed digital marketing strategy document and a presentation summarizing the proposed plan. The strategy document should outline specific marketing tactics, target audience profiles, key performance indicators, and a timeline for implementation. Additionally, learners will create sample social media content and a list of potential influencers for collaboration. The presentation will be used to communicate the strategy to House of Jaya's stakeholders, highlighting the creative and strategic elements of the plan.