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.

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HomeShop18 #18thingsIWant campaign report

  1. 1. THANK YOU.
  2. 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. 3. #18ThingsIWant 8th August 2012
  4. 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. 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. 6. Trend began at 12:47 pmIn less than 15 minutes reach at No 1
  7. 7. City and Nationwide Trend
  8. 8. We even trended WORLDWIDE From No 3 to No 1 in a few hours And we continue to do so…
  9. 9. Tweets by Other Brands
  10. 10. What our Tweeps Wanted A few Conversations
  11. 11. People linked pictures with the hashtagOutreach beyondTwitter
  12. 12. Influencers from Around The World
  13. 13. Words Associated with the #18ThingsIWant
  14. 14. Twitter Reach – Over 1.3 Million
  15. 15. Positive Positive: Negative Ratio was 24:1Negative
  16. 16. More Numbers
  17. 17. Over 1.3 Million MentionsOver 3 Lac Retweets
  18. 18. Additional Stats – Restricted to 1500 Tweet Related Stats
  19. 19. Before Trend Could start After Trend startedIncrement by 48 Followers
  20. 20. Thank You

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