Sahara Q-Shop – Establishing a completely new Model via. Social MediaBrand Name:Sahara Q Shop – The mega quality consumer merchandise venture of Sahara IndiaPariwar which provides 100% unadulterated, pure & quality products.Challenge:The challenge was not just to create a buzz but engage a loyal Facebook communitywith our unadulterated, pure & quality products. Also, Sahara Q Shop is:1. A completely new model, competing on various fronts with not onlymanufacturers but retailers as well. This includes the likes of Big Bazaar,Walmart, Reliance Fresh etc.2. Catering to both Tier 1 and Tier 2 audiences as it has products from variouscategories and a number of options in each category as well. The audience needsto be educated about the same.3. Bearing a lot of negative sentiment on its name in terms of consumer perception.The idea is to steadily combat the same by focusing on the brand, its productsand the overall image of the group in the social space.4. Focussing not solely on reach, but to build influence and a certain level ofcredibility amongst its customers.Agency Name:Brandlogist CommunicationsBrandlogist’s Strategy:1. Rather than going all out, we took to a scaled approach for Q-Shop. Our focus wasjust on the right people and conversations rather than a vast media outreach.2. In order to establish a strong Brand Influence and mould the Negative Sentiment,we went ahead with educating our customers first and then up-scaling the reachof the brand.Commenting on the strategy, Garima Obrah, Brand Analyst for Q-Shop said, “SocialMedia can be used to steadily change consumer perceptions and the way brands can up-scale their marketing efforts via this medium, it’s kind of unapproachable in any other.With our strategy in place, we’re looking at a wider engagement for the brand on theseplatforms so that the consumers feel the connect and are thus drawn towards it.”How we achieved it:1. In the first month itself, we achieved a Klout Score higher than an HUL and fast-approaching the mass brand Big Bazaar.
2. Successfully distilled our TG and struck conversations with consumers who areopen to the brand and its philosophy.3. Used Facebook as a medium, to target the brand aficionados by focussing oncontent in a fun way i.e. showcasing the products through Viral Videos andfuelling them with a little media budget to get the initial set of right customers.
4. Have started engaging people with a high Twitter Influence with the brand andits philosophy to strengthen the initial credibility base.
About Brandlogist:Brandlogist (https://www.facebook.com/Brandlogist) is brand communicationconsultancy where our focus is on interacting with & involving consumers to help buildbrands. Most of our ideas though based in the digital space yet are free flowing acrossconsumer touch points to what they find relevant, interesting or fun,Our client list till now includes:Our credentials: www.is.gd/brandlogistcredentialsOur philosophy on happiness: http://is.gd/focusisonhappinessOur work: http://www.slideshare.net/brandlogist, http://tinyurl.com/d98ccx5,http://bit.ly/KSvqnn