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Durian Furniture - Luxury Wishlist Case Study


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Durian - Plywood to Furniture

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Durian Furniture - Luxury Wishlist Case Study

  1. 1. 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.
  2. 2. Spread awareness about Durian Furniture Sale Connect with followers Drive awareness of catalogue and features THE OBJECTIVE 1 2 3
  3. 3. SINGLE APPROACH to achieve the objectives THE STRATEGY Tackle the objectives using a creative strategy Using Current Trending Topics To Entice Participation Solicit Followers To Participate
  4. 4. THE EXECUTION Sending out Teaser Tweets to create hype about the Contest
  5. 5. Encouraged Retweeting - Bringing in more participants, resulting in an increase in followers and participation. THE EXECUTION
  6. 6. Spreading the word - #LuxuryWIshlist Posting tweets and personally mentioning active followers by encouraging them participate in our contest! THE EXECUTION
  7. 7. LAUNCH - #LuxuryWIshlist Make users tell us what is a part oftheir #LuxuryWishlist by tweeting it to the Durian handle. THE EXECUTION
  8. 8. Extension – Giving users examples on what could be ideally a part of their #LuxuryWishlist to encourage more participation. THE EXECUTION
  9. 9. Extension – Increasing participation and building awareness about the Durian sale by Tweeting on the hashtag. THE EXECUTION
  10. 10. THE EXECUTION Winner selection – Winner who gave the best and most creative tweets were crowned winners and were awarded Mini Furniture by Durian. Winner – 1. Honey Shah
  11. 11. THE RESULT Coverage The Durian hashtag #LuxuryWishlist trended at Number ONE on Twitter all day!
  13. 13. THANK YOU