Durian is a furniture brand established in 1981 in India that offers a wide range of luxury home and furniture products. It is one of few Indian brands that has received international certifications for quality standards. The objective of the campaign was to spread awareness of Durian's furniture sale and catalogue through increasing engagement on social media. The strategy was to use a trending topic contest to encourage participation and increase Durian's followers on Twitter.

2. 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.

3. Spread awareness
about Durian
Furniture Sale
Connect with
followers
Drive awareness
of catalogue
and features
THE OBJECTIVE
1 2 3

4. 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

5. THE EXECUTION
Sending out Teaser Tweets to create hype about the Contest

6. Encouraged Retweeting - Bringing in more participants,
resulting in an increase in followers and participation.
THE EXECUTION

7. Spreading the word -
#LuxuryWIshlist
Posting tweets and personally
mentioning active followers by
encouraging them participate in our
contest!
THE EXECUTION

8. LAUNCH - #LuxuryWIshlist
Make users tell us what is a part oftheir #LuxuryWishlist by tweeting it to the
Durian handle.
THE EXECUTION

9. Extension – Giving users examples on
what could be ideally a part of their
#LuxuryWishlist to encourage more
participation.
THE EXECUTION

10. Extension – Increasing participation and
building awareness about the Durian sale
by Tweeting on the hashtag.
THE EXECUTION

11. 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

12. THE RESULT
Coverage
The Durian hashtag #LuxuryWishlist trended at Number ONE on
Twitter all day!

13. INCREASE IN FOLLOWERS 70
NUMBER OF MENTIONS 976
NUMBER OF RETWEETS 90
THE RESULT

14. THANK YOU