social media case study : how homeshop18’s #makesmehappy campaign goes viral engaging 23mn users...
DESCRIPTION
MindShift Interactive, leading digital marketing and research firm, successfully completed a comprehensive Social Media campaign that created an unprecedented buzz for HomeShop18’s new ‘Shopping Makes Me Happy’ jingle. The one-of-its kind social media campaign was emotionally driven to bring to viewers one single question: What makes them happy?TRANSCRIPT
Digital Outreach partners:
Create awareness about HomeShop18’s
new positioning and jingle
Drive maximum conversations
• Leverage social media with its greatest power –conversations!
• Build upon an existing relationship to spread something simple… Happiness!
• Rope in an angle of incentives to converse towards a larger outreach
• Surprise twitterverse with something they’re not used to – personalised caricatures & a video highlighting it all …. along with the jingle!
• To launch the new
‘Shopping Makes Me
Happy’ jingle
• Tapping the right
audiences to interact
basis the new tagline
• Create noise about
the campaign
• Twitter is filled with
contests, almost
daily
• There’s something
new launching
almost every week
• Audience attention is
best grabbed and
sustained when you
break away from the
clutter
BIG
IDEA
Phase 1:
Conversations about happy moments take over twitter
Phase 2:
HomeShop18 starts surprising people conversing with Influencers with Vouchers
Phase 3:
Tweeps tag @HomeShop18 along with #MakesMeHappy
Phase 4:
Personalized Caricatures sent out to Tweets which signify some exciting happy moments
Phase 5:
HomeShop18
launches a video based on the jingle & a compilation of entries & caricatures
Replacing our daily post, was a generic post on Happiness
Happy conversations are ignited
Generic conversations with happiness
Integration of the hashtag
Stand-up comedians added a
humorous twist to #MakesMeHappy
Miss Malini’s, famous fashion & lifestyle blogger
Klout score = 80
Ankita Gaba, Co-Founder, Social Samosa,
Klout Score = 58
Watch the video here: http://bit.ly/1jSdWbc
Total Tweets - 9,937
Timeline Deliveries - 17,229,339
AND HAPPINESS
SPREAD THROUGH
PERSONALIZATION…
Action
Reaction
Action
Reaction
Action
Reaction
100 + RTs
HOW VIRAL WAS
#MAKESMEHAPPY?
244,000 Outreach
THE HIGHLIGHTS OF
#MAKESMEHAPPY
Total Reach
816,532
Total
Interactions
1,928
Engagement
Ratio
8.5%
Total Reach
636,540
Total
Tweets
9,937
Total
Participants
3,342
2nd position in India
Trended
across India for
+24 hours!
OUTREACH ACROSS SOCIAL MEDIA
YOUTUBE
GOOGLE +
Jingle with just the logo to
get things catchy
Participant entry
for Twitter contest
Happiness
announcements for
a keen Instagram
audience
A Board with all the happy
moments compiled together
Posts with all the happy
moments compiled together
23Mn Overall Social Media Outreach
5549 Organic Video Views
87% Social Media Sentiment
4942 User Conversations
4.7Mn Influencer Outreach
Campaign Virality beyond Twitter & YouTube onto Instagram, Pinterest, Facebook & Google +
Celebrities like Miss Malini & Mandira Bedi tweeted using the hashtag
#MakesMeHappy trended across India for over 24 hours
The co-relation between Shopping & Happiness was seen the highest
Success was defined by the ease of a generic hashtag and the Caricatures which derived great organic views for the video
QUOTE BY HS18 &
MSI
To break away from the clutter, it’s important for a brand to keep innovating, and with HomeShop18 that’s how we create benchmarks. The brief was towards letting everybody know about our new Positioning and embedding our jingle in their minds. The response and conversations we saw online is evidence of the success it achieved.
- Vikrant Khanna, Chief Marketing Officer, HomeShop18
We leveraged social media’s greatest need- Conversations, and accelerated that with surprise elements to break away from the clutter. A mixture of influencers, caricatures and creating on-the-go videos added to the uniqueness of our #MakesMeHappy campaign.
- Zafar Rais, CEO, MindShift Interactive
Digital Outreach partners: