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#ChappalMaaro
              An initiative by The Bombay Store
Social Media Marketing by MindShift Interactive
Objective


To spread awareness about the range of flip
  flops introduced by The Bombay Store
Strategic Approach
Chose Twitter as the primary platform to engage and interact
Created a hashtag appropriate towards ensuring awareness about Flip Flops
Selected a day of the Municipal Elections in Mumbai, India and used it as a
conversation starter
Leveraged the sentiments of the Youth towards the elections with a humorous
twist to it
#ChappalMaaro was the hashtag chosen. The term, in Hindi, is used to
denote the action of hitting someone due to an activity you dislike.
Consumer Sentiments
Influencer Interactions
#ChappalMaaro Trending
       in India
#ChappalMaaro Trending
      in Mumbai
Outreach in the
first 25 minutes!!
Overall Campaign Outreach
Demographic Outreach
Chart Toppers
Campaign Sentiments
Campaign Summary
Total Outreach:
+1,50,000
4,10,000 Impressions (via tweets)
650+ Tweeps (unique) used # ChappalMaaro
Unique Users of +78 who spoke directly to the brand

Brand Sentiment: 7:1 (Positive : Negative)

Trended as the No 1. Hashtag in India & Mumbai
within 25 minutes of its introduction
Key Achievements

• The Bombay Store wished to introduce Flip Flops, something never
  before associated with them before. The success of #ChappalMaaro
  coincided with the launch and lead to a 80% + sellout in less than 5
  weeks.
• Gaining consumer insights in advance helped modify the campaign
  to ensure a successful outreach, achieving a successful ROI and
  acknowledgement within the Industry as a best practice.
About The Bombay Store
In the early 1900s while India was still under the British rule, one of the
    strongest manifestations of mass awakening was the desire to patronize all
    that was swadeshi (Made in India). Great Indian patriots and businessman
    like Lokmanya Tilak and Sir Ratanji Jamshedji Tata amongst others
    conceived Bombay Swadeshi Co-Op Stores Co. Ltd, which came into
    existence on 17th December 1906. It became the first retail organization
    to be listed on the Bombay Stock Exchange.

As the store now caters to an audience with a contemporary mindset, the
   brand was therefore rechristened in December 1995 as The Bombay
   Store. The Bombay Store currently operates out of 12 outlets.
About MindShift Interactive

MindShift Interactive is an Insightful Digital Outreach powerhouse that
  provides business with a data-centric approach towards achieving an
  impactful, innovative and, most of all, sustained Social Media presence.

MindShift Interactive Private Limited is the parent company of MindShift
  Digital and MindShift Metrics, our Social Media Marketing Agency and
  Social Media Research Company respectively. Combined together, they
  give businesses an insightful and innovative Social Media Outreach.
Thank You

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#ChappalMaaro Case Study

  • 1. #ChappalMaaro An initiative by The Bombay Store Social Media Marketing by MindShift Interactive
  • 2. Objective To spread awareness about the range of flip flops introduced by The Bombay Store
  • 3. Strategic Approach Chose Twitter as the primary platform to engage and interact Created a hashtag appropriate towards ensuring awareness about Flip Flops Selected a day of the Municipal Elections in Mumbai, India and used it as a conversation starter Leveraged the sentiments of the Youth towards the elections with a humorous twist to it #ChappalMaaro was the hashtag chosen. The term, in Hindi, is used to denote the action of hitting someone due to an activity you dislike.
  • 8. Outreach in the first 25 minutes!!
  • 13. Campaign Summary Total Outreach: +1,50,000 4,10,000 Impressions (via tweets) 650+ Tweeps (unique) used # ChappalMaaro Unique Users of +78 who spoke directly to the brand Brand Sentiment: 7:1 (Positive : Negative) Trended as the No 1. Hashtag in India & Mumbai within 25 minutes of its introduction
  • 14. Key Achievements • The Bombay Store wished to introduce Flip Flops, something never before associated with them before. The success of #ChappalMaaro coincided with the launch and lead to a 80% + sellout in less than 5 weeks. • Gaining consumer insights in advance helped modify the campaign to ensure a successful outreach, achieving a successful ROI and acknowledgement within the Industry as a best practice.
  • 15. About The Bombay Store In the early 1900s while India was still under the British rule, one of the strongest manifestations of mass awakening was the desire to patronize all that was swadeshi (Made in India). Great Indian patriots and businessman like Lokmanya Tilak and Sir Ratanji Jamshedji Tata amongst others conceived Bombay Swadeshi Co-Op Stores Co. Ltd, which came into existence on 17th December 1906. It became the first retail organization to be listed on the Bombay Stock Exchange. As the store now caters to an audience with a contemporary mindset, the brand was therefore rechristened in December 1995 as The Bombay Store. The Bombay Store currently operates out of 12 outlets.
  • 16. About MindShift Interactive MindShift Interactive is an Insightful Digital Outreach powerhouse that provides business with a data-centric approach towards achieving an impactful, innovative and, most of all, sustained Social Media presence. MindShift Interactive Private Limited is the parent company of MindShift Digital and MindShift Metrics, our Social Media Marketing Agency and Social Media Research Company respectively. Combined together, they give businesses an insightful and innovative Social Media Outreach.