Social Media Case Study: Initiating Social Shopping For The Brand @home Stores
InitiatingSocial Shoppingfor the brand@home stores
@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
It offers…FurnitureSoft FurnishingHome ArtifactsKitchen AccessoriesAnd many more!
Creativity #1 ‘I am @home when…’Participants were asked to complete thesentence ‘I am @home when…’Entries Received - 55Total Votes/Likes – 244
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
Creativity #2 First Choice @homeCoupons Downloaded by the Customers:Vouchers Claimed:Fans Growth-All this happened in Just29216410205 days
coupons redeemedMinimum purchase ofSales ofCreativity #2 First Choice @home180INR 1000made by the customersINR 1,80,000made by the store in 4 days
Creativity #3 The Big SaleShowcased countdown to the Big Sale bychanging Cover Photos everydayCreated Iframe for promotionUploaded Cover Photo to promote The Big Sale
Creativity #3 The Big SaleShowcased products prices after sale via updatesExtended The Big Sale on public demand!
Creativity #4 Ghar Aaye GaneshaEngaged Fans during festive season tobring out user-generated contentFans were asked how would theydecorate their house to welcomeGanesha!
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
Creativity #5 #ThingsIWantInMyHomeThe clock struck 12pm!Tweeps cheered up & progressed+=#ThingsIWantInMyHome started trending!
Trended in India at No.1 for 30+ HoursCreativity #5 #ThingsIWantInMyHome1500+ Tweets using#ThingsIWantInMyHome200+ mentions to @athomestoreEngaged Influencers & other Brandswith #ThingsIWantInMyHome
Creativity #6 Follow To WinConducted to generate interactions on Twitter by asking their favourite Home Décor item!It build Brand Awareness on Twitter Platform
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
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:
Creativity#9 Invite & WinGained1848 Fans in 7 days…
Creativity #13 #LoveIsWhen201 Tweets!164 users mentioned!129 Mentions & Retweets!#LoveIsWhen started trending in Mumbai for24+ hours!
Result!Organic Fan GrowthGenerated sales from Fist Choice @homeCommunity GrowthAverage Engagement Ratio – 35%
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.