Objective Build an interactive community to celebrate the festive spirit of Holi and make it a mirthful experience for the audience.
Execution #HoliMoments was a 9 hour contest (12am-9pm), executed on the 25th of March.
Strategy In order for an entry to be qualified for the contest two conditions were mandatory- Use of the hashtag #HoliMoments and use of the brand’s twitter handle- @_gingr The contest was promoted in full swing on Twitter and Facebook Gingr supported the contestants by sharing some special Holi Moments.
Criteria The entries were judged on the basis of creativity. Based on this, one winner was selected for the first prize- Sony Xperia Z.
Return of Investment Trended on no. 1 in India Rise in user engagement Rise in the number of followers Participation by brand like Zee News and FashionAndYou Brand Appreciation
Rise In User Engagement 1800 tweets generated 100600 impressions within 9 hours. The hashtag #HoliMoments trended throughout the event
Fans One of the fans ended up changing his name to “monil follow @_gingr”
Scope of Improvement The campaign could have been promoted a little earlier from it’s commencement to create more buzz and gain more participation.
Conclusion The campaign gave people a platform to share their special moments without being too selfish in promoting their own brand but rather making it appealing. The entries received were promising and talented.