Transcript of "Durian Furniture - Luxury Wishlist Case Study"
ABOUT THE BRAND
• Established in 1981, from plywood to furniture, Durian plays an
integral part of the lives of millions of Indians.
• Durian has set the trend with quality benchmark products by redefining
the word “piece of furniture” to a lifestyle product. Durian among the select
few in India to be awarded with the internationally acclaimed Forest
Stewardship Council (FSC) certification apart from the prestigious ISO
9001 and 14001 certifications.
•Durian offers a wide range of luxurious branded home and branded
furniture. Alongside our furniture line they have a range of accessories,
artifacts, furnishings, paintings and lighting, which enables customers to
characterize their space.
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SINGLE APPROACH to achieve the objectives
Tackle the objectives using a creative strategy
Using Current Trending Topics To Entice
Solicit Followers To Participate
Sending out Teaser Tweets to create hype about the Contest
Encouraged Retweeting - Bringing in more participants,
resulting in an increase in followers and participation.
Spreading the word -
Posting tweets and personally
mentioning active followers by
encouraging them participate in our
LAUNCH - #LuxuryWIshlist
Make users tell us what is a part oftheir #LuxuryWishlist by tweeting it to the
Extension – Giving users examples on
what could be ideally a part of their
#LuxuryWishlist to encourage more
Extension – Increasing participation and
building awareness about the Durian sale
by Tweeting on the hashtag.
Winner selection – Winner who gave the best and most creative
tweets were crowned winners and were awarded Mini Furniture by
1. Honey Shah
The Durian hashtag #LuxuryWishlist trended at Number ONE on
Twitter all day!
INCREASE IN FOLLOWERS 70
NUMBER OF MENTIONS 976
NUMBER OF RETWEETS 90