HomeShop18 #18thingsIWant campaign report

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HomeShop18 did a Twitter contest called #18thingsIWant for the launch of Chetan Bhagat's new book, "What Young India Wants" on their shopping network.

HomeShop18 did a Twitter contest called #18thingsIWant for the launch of Chetan Bhagat's new book, "What Young India Wants" on their shopping network.

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  • 1. THANK YOU.
  • 2. Highlights• Objective: To highlight the launch of Chetan Bhagat’s new book, What Young India Wants, on HomeShop18.com• Strategy: Mix Insights on Consumer Sentiments along with a brand connect• Campaign Name: #18ThingsIWant• Core Achievements: – The brand trended within 15 minutes of launch & went on to trend worldwide all the way until the next day – Awareness on the book and brand was spread across digital
  • 3. #18ThingsIWant 8th August 2012
  • 4. The Concept• Everyone loves to talk about WHAT THEY WANT• We plugged in a Brand Connect asking audiences to tell us 18 Things They Want in life• Conversations ranged from a happy life, anti corruption all the way to mobile phones & shoppingConclusion: People WANT a lot of things & people who are willing to listen
  • 5. Statistics• Trended in all the Cities, India and Worldwide• Trended in Less than 15 Minutes• Cumulative Reach of Over 1.6 Million• Over 1.3 Million Mentions• Over 3 Lakh RTs
  • 6. Trend began at 12:47 pmIn less than 15 minutes reach at No 1
  • 7. City and Nationwide Trend
  • 8. We even trended WORLDWIDE From No 3 to No 1 in a few hours And we continue to do so…
  • 9. Tweets by Other Brands
  • 10. What our Tweeps Wanted A few Conversations
  • 11. People linked pictures with the hashtagOutreach beyondTwitter
  • 12. Influencers from Around The World
  • 13. Words Associated with the #18ThingsIWant
  • 14. Twitter Reach – Over 1.3 Million
  • 15. Positive Positive: Negative Ratio was 24:1Negative
  • 16. More Numbers
  • 17. Over 1.3 Million MentionsOver 3 Lac Retweets
  • 18. Additional Stats – Restricted to 1500 Tweet Related Stats
  • 19. Before Trend Could start After Trend startedIncrement by 48 Followers
  • 20. Thank You