GOSF 2014, the third iteration of Google's annual online shopping festival, took place from December 10-12, 2014, featuring over 450 ecommerce sites and numerous deals. The pre-party events from November 25 to December 8 encouraged brand engagement through contests, resulting in increased social media buzz and participation. The event witnessed a significant increase in traffic and sales compared to previous years, with a noted preference for mobile shopping and a positive overall sentiment among participants.

2. TABLE OF CONTENTS
 About GOSF 2014
 Pre-Party (25 Nov-8 Dec, 2014 )
 During GOSF 2014 (10 Dec-12 Dec, 2014)
 MindShiftin’ Insights

3. ABOUT GOSF 2014
 GOSF 2014, the annual shopping festival initiated by Google in 2012, was into
its third iteration this year and there were more than 450 ecommerce sites that
partnered with the event, offering various deals and discounts
 The three day online shopping festival started on the 10th of December and
continued to the 12th of December
 A Pre-Party was held prior to this for a time frame of 25th November to 8th
December, 2014
 The social media buzz around the event had been created from the last week
of November and Google India participated and helped brands promote the
festivals exclusive contests on Twitter

4. PRE-PARTY
25th November to 8th December, 2014

5. PRE-PARTY
 14 Brands participated in the Pre-Party, each brand holding a contest where the
participants stood a chance to win 14 minutes of free shopping worth up to Rs 2.5 lakhs
 The participants had to answer 2 simple questions on each day from a different brand
and the lucky winners would get a chance to be flown to the GOSF 2014 event in New
Delhi on 9th December, where they will be given a card loaded with Rs 2.5 lakhs and 14
minutes to go crazy shopping
 The 14 brands that held contests during the Pre-Party are Asian Paints (25th Nov), Jet
Airways (26th Nov), All New Kindle (27th Nov), Micromax (28th Nov), HP (29th Nov),
Askme.com (30th Nov), Craftsvilla.com (1st Dec), Cox & Kings and ezeego.com (2nd Dec),
Goibibo.com (3rd Dec), Big Bazaar (4th Dec), Koovs.com (5th Dec), TrendIN.com (6th Dec),
Lakme (7th Dec) and Lenovo (8th Dec)

6. ASIAN PAINTS (25TH NOV)
Asian Paints was the first to kick start
the event on 25th November with the
#BornToDecorate

7. #BornToDecorate

8. JET AIRWAYS (26TH NOV)
Jet Airways was next to follow on
26th November with the
#OnCloud9W which trended on
twitter

9. #OnCloud9W

10. ALL NEW KINDLE (27TH NOV)
Kindle India held their contest on
26th November with the generic
GOSF #WinGOSF14 used by all
brands in the pre-party

11. MICROMAX (28TH NOV)
Micromax was next
in line with their
contest
#NowEveryoneCan
which trended
almost immediately
in India

12. #NowEveryoneCan

13. HP (29TH NOV)
HP held its ‘Shop till you drop’
contest on 29th November with
the #HPIndia

14. #HPIndia

15. ASKME.COM (30TH NOV)
The contest #MyAskmeSelfie was next by
Askme.com where the contestants had to
share their selfie with the brand

16. #MyAskmeSelfie

17. CRAFTSVILLA.COM (1ST DEC)
Craftsvilla.com held
its contest on 1st
December with the
#craftsvillagosf
asking its contestants
to tweet their
favorite product on
Craftsvilla.com

18. #craftsvillagosf

19. COX & KINGS AND EZEEGO.COM (2ND DEC)
Cox & Kings and
ezeego.com held a
combined contest on
2nd December with
#TravelDeals

20. #TravelDeals

21. GOIBIBO.COM (3RD DEC)
On 3rd December Goibibo.com
organized the #AsliDosti contest
making their contestants download
the brands app

22. #AsliDosti

23. BIG BAZAAR (4TH DEC)
Big Bazaar followed next on
4th December with the
#ShopIn14

24. #ShopIn14

25. KOOVS.COM (5TH DEC)

26. TRENDIN.COM (6TH DEC)

27. LAKME (7TH DEC)
Lakmes contest #LakmeAtGOSF trended all over India on 7th December

28. #LakmeAtGOSF

29. LENOVO (8TH DEC)
Lenovo ended the pre party with its
#YoGa2bFree on 8th December

30. #YoGa2bFree

31. DURING GOSF 2014
10th December to 12th December, 2014

32. DURING GOSF 2014
 The shopping categories included everything from Baby & Kids to Books & Magazines
to Jewellery, Electronics and even Travel. There were two new sections in GOSF 2014
namely ‘Exclusive Launch Corner,’ which had new launches being sold exclusively
via GOSF and the other section is ‘299 Corner’ which had everything at Rs 299 along
with free home delivery and cash on delivery options
 To kick-off the GOSF sale, Google launched the Chromecast and the Nexus 6 in India
 While only 250 brands participated in 2013, the 2014 event witnessed a participation
of 450 brands, which observed a convincing spike in sales as compared to usual
days
 The site received more than 1 crore visits during the event. 40% of the traffic came in
from mobile phones.

33. SENTIMENT
The overall sentiment around the event was positive with
minimal negativity, as compared to last year

34. DEMOGRAPHICS
Gender Top Cities

35. MEDIA TYPE
Platform Mentions
Twitter 325,484
Facebook 855
Online News 736
Blogs 568
Newspaper 186
Forums 78
Press Release 70
YouTube 29
Others 52

36. BUZZ AROUND THE EVENT

37. A FEW BRANDS THAT DID WELL ON SOCIAL
MEDIA
#GOSFWithSnapdeal
#GOSFCouponRaja
#GOSFOnAmazon
#ReplaceMovieNameWithDeal
#HouseHuntingOnGOSF

38. HASHTAGS AROUND THE EVENT
HashTag Mentions
#GOSF 35,327
#GOSF14 9,446
#GOSF2014 63,618
#WinGOSF14 176,916
#72HoursOfCrazy 86,406
#14MinutesOfFreeShopp
ing
122

39. STATISTICS AROUND GOSF
Pre-Party During Event
Mentions :
17,447
Mentions :
17,890
Potential Reach:
2,807,897,727
Potential Reach:
8,201,453,900

40. MindShiftin’ Insights
 With a lot of first time customers coming in for ecommerce brands, GOSF was a
clear success in terms of attracting masses through lucrative deals and offers.
 40% share of visitors led by mobile phones clearly highlights the increasing
mobile penetration rate among the masses. Special Mobile promotions also
helped drive higher purchases on the move.
 New ecommerce players gained quite a bit of credibility, given the association
with Google India. Merchants like Lime Road, ShopClues unexpectedly
received quite a bit of fame, recognition and jump in sales compared to
normal days.
 The website received a fair number of positive reviews, with a lot of discussion
on the immense number of offerings.

41. MindShiftin’ Insights
 Brands that rule in the offline space also seemed to have gained a
fair bit of sales through online selling. TATA Housing witnessed around
10,000 flat bookings on the very first day of the sale.
 Though electronics and fashion remained the preferred categories,
the Rs 299 corner was the most unique element of the season. Selling
products at Rs 299 along with Free shipping and Cash On Delivery
helped a lot of people apprehensive with Online Shopping give it a
trial.
 Social Media acts as a necessary booster for the event, with
consumers interacting with brands in real-time through
contests/promotions and in turn amplifying the reach of the brand

42. Some Other Mindshiftin’ Reports
Leveraging Social Media for Regional Marketing
The Selfie Epidemic In India and Around The
World
Impact of Social Media on Hospitality
and Tourism

43. Have feedback for us on the
Report? Would you like us to study
your brand and the impact digital
marketing can have on it?
Get in touch:
Arashdeep Sandhu
Research Head – MindShift Metrics
Neha Puri
Sr. Manager – MindShift Metrics

44. THANK YOU