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Social Media Case Study: Initiating Social Shopping For The Brand @home Stores
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Social Media Case Study: Initiating Social Shopping For The Brand @home Stores


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Social Media Case Study on Initiating Social Shopping For The Brand @home Stores by WatConsult

Social Media Case Study on Initiating Social Shopping For The Brand @home Stores by WatConsult

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  • 1. InitiatingSocial Shoppingfor the brand@home stores
  • 2. @home is a retail division of NilkamalLimitedNilkamal Limited is worlds largestmanufacturer of moulded furniture, Indiasleading manufacturer of Material HandlingSystems and has recently launched Mattressmanufacturing business
  • 3. It offers…FurnitureSoft FurnishingHome ArtifactsKitchen AccessoriesAnd many more!
  • 4. Challenge?Discoverable DistinctiveDriveFootfallsTo showcase @home as…
  • 5. We usedTo reach out to prospective buyers
  • 6. BeforeFacebook – 9000 FansTwitter – 60 FollowersAfterFacebook – 90,000+ Fans775+ FollowersTwitter –
  • 7. Solution!Conductcompelling campaignsIntroduce concept ofeasy home decor
  • 8. Showcasing @home as –ConvenientCost EffectiveEasy
  • 9. Logic?Learn! Do! Feel!
  • 10. Creativity #1 ‘I am @home when…’Participants were asked to complete thesentence ‘I am @home when…’Entries Received - 55Total Votes/Likes – 244
  • 11. Creativity #2  First Choice @homeCreated to Boost engagement on theFan PageGenerated Brand Recognition & RecallCreated a simple yet effectiveapplication to engage & drive usersfrom Facebook to the store toincrease footfalls
  • 12. Creativity #2  First Choice @homeCoupons Downloaded by the Customers:Vouchers Claimed:Fans Growth-All this happened in Just29216410205 days
  • 13. coupons redeemedMinimum purchase ofSales ofCreativity #2  First Choice @home180INR 1000made by the customersINR 1,80,000made by the store in 4 days
  • 14. Creativity #3  The Big SaleShowcased countdown to the Big Sale bychanging Cover Photos everydayCreated Iframe for promotionUploaded Cover Photo to promote The Big Sale
  • 15. Creativity #3  The Big SaleShowcased products prices after sale via updatesExtended The Big Sale on public demand!
  • 16. Creativity #4  Ghar Aaye GaneshaEngaged Fans during festive season tobring out user-generated contentFans were asked how would theydecorate their house to welcomeGanesha!
  • 17. Creativity #4  Ghar Aaye GaneshaTotal Entries: 34Total Votes/Likes: 559
  • 18. Creativity #5  #ThingsIWantInMyHomeLeveraged Twitter to increase BrandPresenceWe plugged in Brand Connect by askingthem to tell us things they want in their homeConversations around our store, BrandOfferings, etc did take place
  • 19. Creativity #5  #ThingsIWantInMyHomeThe clock struck 12pm!Tweeps cheered up & progressed+=#ThingsIWantInMyHome started trending!
  • 20. Trended in India at No.1 for 30+ HoursCreativity #5  #ThingsIWantInMyHome1500+ Tweets using#ThingsIWantInMyHome200+ mentions to @athomestoreEngaged Influencers & other Brandswith #ThingsIWantInMyHome
  • 21. Creativity #6  Follow To WinConducted to generate interactions on Twitter by asking their favourite Home Décor item!It build Brand Awareness on Twitter Platform
  • 22. Creativity #7  Tweet To WinIt helped boost interactions on our Twitter Page by asking how @athomestore helpsthem style their homeFollowers were asked to Tweet how @athomestore helps them style their home
  • 23. Creativity #8  Party @homeParticipants will be asked to answer as to why they shouldcelebrate New Year’s at home rather than going outsideTotal Entries received: 1571045Total Votes/Likes:
  • 24. Creativity#9  Invite & WinGained1848 Fans in 7 days…
  • 25. Creativity #9  Invite & Win (2)Total Fans Gained 1276
  • 26. Creativity #10  DIYParticipants will upload a picture of theirhand-made creativity for their homeTotal Entries received: 1251,112Total Votes/Likes:
  • 27. Creativity #11  The Perfect ValentineUsers will be asked to comment how they will make thisyear’s Valentine special for their loved oneTotal Entries received: 1441217Total Votes/Likes:
  • 28. Creativity #12  #IWantToStyleMyHomeWith
  • 29. Creativity #12  #IWantToStyleMyHomeWith169 Tweets!139 users mentioned!371 Mentions & Retweets!#IWantToStyleMyHomeWith trended in Mumbai for22+ hours!
  • 30. Creativity #13  #LoveIsWhen
  • 31. Creativity #13  #LoveIsWhen201 Tweets!164 users mentioned!129 Mentions & Retweets!#LoveIsWhen started trending in Mumbai for24+ hours!
  • 32. Result!Organic Fan GrowthGenerated sales from Fist Choice @homeCommunity GrowthAverage Engagement Ratio – 35%
  • 33. About Us!WATConsult is a Social Media Strategy Consulting Arm of WATMedia Pvt Ltd.Headquartered in Mumbai, India, WATConsult started in January 2007 andsince then has worked with over 75 brands. This has given us the experienceof guiding several companies in their endeavor to leverage Social Media fortheir brand and brand engagement. By providing excellence in every aspectof media creation, WATConsult has become the premiere social mediaconsulting firm in India that aims to be thought leader in the Social WAT(Web, Advertising and Technology) space.
  • 34. Thank You!Email : contact@watconsult.comContact No: 9820761167