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Digital Outreach partners:
Create awareness about HomeShop18’s
new positioning and jingle
Drive maximum conversations
• Leverage social media with
its greatest power –
conversations!
• Build upon an existing
relationship to spread
something...
BIG
IDEA
Phase 1:
Conversations
about happy
moments take
over twitter
Phase 2:
HomeShop18
starts surprising
people conversing
with ...
Replacing our daily post, was a generic post on Happiness
Happy conversations are ignited
Generic conversations with happiness
Integration of the hashtag
Stand-up comedians added a
humorous twist to #MakesMeHappy
Miss Malini’s, famous fashion & lifestyle blogger
Klout score = 80
Ankita Gaba, Co-Founder, Social Samosa,
Klout Score = 58
Watch the video here: http://bit.ly/1jSdWbc
Total Tweets - 9,937
Timeline Deliveries - 17,229,339
AND HAPPINESS
SPREAD THROUGH
PERSONALIZATION…
Action
Reaction
Action
Reaction
Action
Reaction
100 + RTs
HOW VIRAL WAS
#MAKESMEHAPPY?
244,000 Outreach
THE HIGHLIGHTS OF
#MAKESMEHAPPY
Total Reach
816,532
Total
Interactions
1,928
Engagement
Ratio
8.5%
Total Reach
636,540
Total
Tweets
9,937
Total
Participants
3,342
2nd position in India
Trended
across India for
+24 hours!
OUTREACH ACROSS SOCIAL MEDIA
YOUTUBE
INSTAGRAM
PINTEREST
GOOGLE +
Jingle with just the logo to
get things catchy
Participant entry
for Twitter contest
Happiness
announcements for
a keen Instagram
audience
A Board with all the happy
moments compiled together
Posts with all the happy
moments compiled together
23Mn Overall Social Media Outreach
5549 Organic Video Views
87% Social Media Sentiment
4942 User Conversations
4.7Mn Influ...
Campaign Virality beyond Twitter & YouTube onto
Instagram, Pinterest, Facebook & Google +
Celebrities like Miss Malini & M...
QUOTE BY HS18 &
MSI
To break away from the clutter, it’s important for a brand to keep
innovating, and with HomeShop18 tha...
Digital Outreach partners:
Social Media Case Study : How HomeShop18’s #MakesMeHappy Campaign Goes Viral Engaging 23Mn Users Within 24 hours
Social Media Case Study : How HomeShop18’s #MakesMeHappy Campaign Goes Viral Engaging 23Mn Users Within 24 hours
Social Media Case Study : How HomeShop18’s #MakesMeHappy Campaign Goes Viral Engaging 23Mn Users Within 24 hours
Social Media Case Study : How HomeShop18’s #MakesMeHappy Campaign Goes Viral Engaging 23Mn Users Within 24 hours
Social Media Case Study : How HomeShop18’s #MakesMeHappy Campaign Goes Viral Engaging 23Mn Users Within 24 hours
Social Media Case Study : How HomeShop18’s #MakesMeHappy Campaign Goes Viral Engaging 23Mn Users Within 24 hours
Social Media Case Study : How HomeShop18’s #MakesMeHappy Campaign Goes Viral Engaging 23Mn Users Within 24 hours
Social Media Case Study : How HomeShop18’s #MakesMeHappy Campaign Goes Viral Engaging 23Mn Users Within 24 hours
Social Media Case Study : How HomeShop18’s #MakesMeHappy Campaign Goes Viral Engaging 23Mn Users Within 24 hours
Social Media Case Study : How HomeShop18’s #MakesMeHappy Campaign Goes Viral Engaging 23Mn Users Within 24 hours
Social Media Case Study : How HomeShop18’s #MakesMeHappy Campaign Goes Viral Engaging 23Mn Users Within 24 hours
Social Media Case Study : How HomeShop18’s #MakesMeHappy Campaign Goes Viral Engaging 23Mn Users Within 24 hours
Social Media Case Study : How HomeShop18’s #MakesMeHappy Campaign Goes Viral Engaging 23Mn Users Within 24 hours
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Social Media Case Study : How HomeShop18’s #MakesMeHappy Campaign Goes Viral Engaging 23Mn Users Within 24 hours

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MindShift Interactive, leading digital marketing and research firm, successfully completed a comprehensive Social Media campaign that created an unprecedented buzz for HomeShop18’s new ‘Shopping Makes Me Happy’ jingle. The one-of-its kind social media campaign was emotionally driven to bring to viewers one single question: What makes them happy?

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Transcript of "Social Media Case Study : How HomeShop18’s #MakesMeHappy Campaign Goes Viral Engaging 23Mn Users Within 24 hours"

  1. 1. Digital Outreach partners:
  2. 2. Create awareness about HomeShop18’s new positioning and jingle Drive maximum conversations
  3. 3. • Leverage social media with its greatest power – conversations! • Build upon an existing relationship to spread something simple… Happiness! • Rope in an angle of incentives to converse towards a larger outreach • Surprise twitterverse with something they’re not used to – personalised caricatures & a video highlighting it all …. along with the jingle! • To launch the new ‘Shopping Makes Me Happy’ jingle • Tapping the right audiences to interact basis the new tagline • Create noise about the campaign • Twitter is filled with contests, almost daily • There’s something new launching almost every week • Audience attention is best grabbed and sustained when you break away from the clutter
  4. 4. BIG IDEA
  5. 5. Phase 1: Conversations about happy moments take over twitter Phase 2: HomeShop18 starts surprising people conversing with Influencers with Vouchers Phase 3: Tweeps tag @HomeShop18 along with #MakesMeHappy Phase 4: Personalized Caricatures sent out to Tweets which signify some exciting happy moments Phase 5: HomeShop18 launches a video based on the jingle & a compilation of entries & caricatures
  6. 6. Replacing our daily post, was a generic post on Happiness
  7. 7. Happy conversations are ignited
  8. 8. Generic conversations with happiness Integration of the hashtag
  9. 9. Stand-up comedians added a humorous twist to #MakesMeHappy
  10. 10. Miss Malini’s, famous fashion & lifestyle blogger Klout score = 80
  11. 11. Ankita Gaba, Co-Founder, Social Samosa, Klout Score = 58
  12. 12. Watch the video here: http://bit.ly/1jSdWbc
  13. 13. Total Tweets - 9,937 Timeline Deliveries - 17,229,339
  14. 14. AND HAPPINESS SPREAD THROUGH PERSONALIZATION…
  15. 15. Action Reaction
  16. 16. Action Reaction
  17. 17. Action Reaction
  18. 18. 100 + RTs
  19. 19. HOW VIRAL WAS #MAKESMEHAPPY?
  20. 20. 244,000 Outreach
  21. 21. THE HIGHLIGHTS OF #MAKESMEHAPPY
  22. 22. Total Reach 816,532 Total Interactions 1,928 Engagement Ratio 8.5%
  23. 23. Total Reach 636,540 Total Tweets 9,937 Total Participants 3,342
  24. 24. 2nd position in India Trended across India for +24 hours!
  25. 25. OUTREACH ACROSS SOCIAL MEDIA YOUTUBE INSTAGRAM PINTEREST GOOGLE +
  26. 26. Jingle with just the logo to get things catchy Participant entry for Twitter contest
  27. 27. Happiness announcements for a keen Instagram audience
  28. 28. A Board with all the happy moments compiled together
  29. 29. Posts with all the happy moments compiled together
  30. 30. 23Mn Overall Social Media Outreach 5549 Organic Video Views 87% Social Media Sentiment 4942 User Conversations 4.7Mn Influencer Outreach
  31. 31. Campaign Virality beyond Twitter & YouTube onto Instagram, Pinterest, Facebook & Google + Celebrities like Miss Malini & Mandira Bedi tweeted using the hashtag #MakesMeHappy trended across India for over 24 hours The co-relation between Shopping & Happiness was seen the highest Success was defined by the ease of a generic hashtag and the Caricatures which derived great organic views for the video
  32. 32. QUOTE BY HS18 & MSI To break away from the clutter, it’s important for a brand to keep innovating, and with HomeShop18 that’s how we create benchmarks. The brief was towards letting everybody know about our new Positioning and embedding our jingle in their minds. The response and conversations we saw online is evidence of the success it achieved. - Vikrant Khanna, Chief Marketing Officer, HomeShop18 We leveraged social media’s greatest need- Conversations, and accelerated that with surprise elements to break away from the clutter. A mixture of influencers, caricatures and creating on-the-go videos added to the uniqueness of our #MakesMeHappy campaign. - Zafar Rais, CEO, MindShift Interactive
  33. 33. Digital Outreach partners:
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