Brand: MajorBrands.In Case Study: Xmas TreatFrom 21st – 31st December 2012
About Xmas TreatChristmas & New Year is season of joy where people celebrate it byexchanging gifts & sending out wishes to spread the happiness. Xmas Treatwas designed on same lines to fulfill the wishes of our Fans/Followers bygiving them a chance to share their wish list & spreading the joys of the fallfestivals.Xmas Treat took on its voyage 4 days before the Christmas Eve spreading thewarmth all the way till the New Year’s Eve.
Overview Online promotions of the Xmas Treat were designed on the lines of Christmas/New Year celebrations. An application was designed considering that Christmas/New Year is a time when people spread their happiness by sharing gifts and celebrating it together. (Timeframe – 10 Days) The Posts were designed in order to communicate the contest and share the wishes of the festival amongst the fans & followers The Facebook App was also integrated with Twitter allowing people to communicate via their tweets to share it amongst their friends & followers.
Flow of the ApplicationProcess & Rules This page laid out the instructions & the process of participation. The text MajorBrands.In was hyperlinked to divert traffic on the website allowing people to browse through the range of products.
Flow of the ApplicationMain App Page The gifts were laid across randomly in the layout.Each participant had 10 seconds to find as many giftsas possible in that given time frame. To begin thegame the participants were required to click on thecountdown pop up at the center of the page. Oncethe countdown began the participants had to startcollecting the gifts by clicking on them, thecountdown timer and the gift tally icons at the side ofthe layout helped the participants keep check of thetime & gifts collected. Each gift selected represented awish box where the participants were required toenter products from their wish list.
Flow of the ApplicationTimeout Page Once the countdown stopped, the userwas directed to the timeout page whereinthey were required to enter the link of theirfavorite product/products fromMajorbrands.in. The number of gifts found bythe participants in the given period of timewas directly proportionate to the number ofproducts they could add to their wish list.Thus the more number of gifts found allowedthem to add more items in their wish list.
Flow of the ApplicationThank You Page After all the links were submittedby the participants a pop upappeared, thanking them for theirparticipation and allowing them toTweet & Invite their friends to theApplication.
Online Platforms involved for promotions:- Facebook Twitter MajorBrands.In website Concept: Share your wish list this Christmas/New Year & we will treat you with it.
Online Concepts’ Details:- Facebook Contest: To draw analysis of all the brands & products through thewish list shared by participants, diverting fans to the website and making thembrowse through the complete site and celebrate the festive season with them bygiving away gifts from their wish list. Reason for this : Being an E-Commerce brand, this was an initiative to have ourfans & followers browse through our complete collection, know the categories & ourrange of products available. Thus allowing them to discover all the offerings on thesite Twitter: Integrating Twitter with the Facebook app so that to allow people toreach out to their friends and create a buzz on other social media platform as well. Online Communication strategy: Online promotions were themed around thefestive season of joy& happiness spread through sharing gifts and wishing. All thecommunications carried the message on the same lines
Plan of action:-1. Online Teaser Post2. Online branding/customization as per the festival’s theme.3. Announcement post4. Online promotion of the Facebook contest5. Integration of platforms for multiplied effect.
Posting Strategy Each day a post was updated on the facebook page to communicate the contest. These posts were based on the theme of Gifting and celebration owing to the festive season. The comments received where exciting & joyful.
Facebook Contest Application:-The application was designed to promote: MajorBrands Xmas Treat contest for its fans/followers and pass the gesture of appreciation for being a part of our community. The website and its offering by inducing them to paste links of the products in their wish list. Total complete game plays: 906 Total Number of Unique Visitors: 490 Total URLs submitted: 4856 Organic Fan Increase: 360 fans
Twitter Contest Application:-The application was designed to promote: MajorBrands Xmas Treat. A standard tweet was designed with the @MajorBrandsIn handle letting the participants communicate it with friends and followers with a bitlyed link attached directing them to the App. Total Clicks via Twitter on the app: 92 Clicks Followers Increase in the period: 24 followers
Campaign Results:- 4500+ URLs were submitted. The insights received from the wish list shared were very helpful tostrategize our future actions. It helped us build a personal connect with people by allowing us to be theirSanta and expressing their desires A Staggering number of visits on the website were recorded. The Contest was communicated using the Facebook & twitter assets and theWebsite interface