This document summarizes a referral marketing campaign created by Geek Creative Agency for Croma, a large consumer electronics retail chain in India. The campaign aimed to drive online engagement and in-store foot traffic. It created a Facebook application where users could refer friends by sharing referral codes for discounts on Apple products. Over 20,000 people participated, referring 60,000 friends total, and Apple sales at Croma stores increased substantially as a result.

1. A campaign by Geek Creative Agency

2. The Client
Croma is India’s first national, large format, specialist retail chain for
consumer electronics and durables. It’s a TATA Enterprise.
They have stores located in Mumbai, Navi Mumbai, Pune, Aurangabad,
Ahmadabad, Rajkot, Surat, Vadodara, Delhi NCR, Bangalore, Chennai &
Hyderabad.
Croma Stores are one of the few apple resellers in India but didn’t have a
digital strategy to attract customers and make them aware about the
products. Also they wanted to drive traffic to the store and hence drive sales.

3. Brief/Strategy
Our client asked us to create an engagement platform that will evoke
an online participation from its audience, across the country.
Geek took it one step ahead and suggested we take this participation
to a reference program where the referral and referee both are
benefited and Croma gets walk-ins to their stores as well.
To engage folks and create awareness and active participation, we
created an online application. People were driven to the facebook page
where the application was hosted. There was also a radio program
driving users to the reference program and to the store.

4. Creative route

5. Challenges
The biggest challenge in this activity was to educate and create a
system for ASC’s (Apple Solution Consultants) placed in Croma stores.
We had to make sure the system is full proof so that no one can use
their reference code twice or people inside the system itself don’t
reuse it.

6. Execution
We created a referral application where the user signs in by entering
his name and phone number.
Then he selects his facebook friends and adds their number so that he
can refer them to buy a Mac from Croma.
He also enters a reason as to how the Mac has helped him to get
better at his work.
He gets a SMS confirming his participation and his friends get a SMS
with their referral code.
Now all the friends need to do is to walk to the Croma store with the
SMS and get discounts on their APPLE purchase.
Every time a friend buys something the referee gets points and
rewards and a chance to win a bumper prize of a MAC.

7. Result
The campaign was launched and we gathered 20,000 fans on
facebook page who referred totally 60,000 friends and apple sales at
Croma stores went on a quarterly high.

8. Facebook Landing Page

9. Facebook Application

10. Winners

11. About Geek Creative Agency
Geek Creative Agency has made its creative presence felt since its
inception in 2008, offering customer-centric advertising solutions to
youth-oriented mass brands.
Specializing in brand development, strategic counsel, advertising,
design and digital media, the agency has been recognized as one of
India’s leading creative and insightful agencies.
The agency has won numerous awards for work with industry vertical
in the arts/leisure, finance, healthcare, education and
architecture/design industries.
New account wins include Play Up, Mitsubishi, Wipro, Manipal
University, The Biere Club, School Cinema, Scooty Gals and many
more.

12. That’s all folks…
THANK YOU!