Community size grew to 5000 through the viral campaign. On day 1, the brand had 5000 eager consumers
Average # of people invited by those who engaged in the campaign was 4+. Therefore, each individual brought 4 or more in the community
[ Overview ]
Usage of technology to enable virality in campaigns
Usage of technology to enable virality in campaigns
Usage of technology to enable virality in campaigns
[ OBJECTIVE ]
OBJECTIVE
- •To help launch an e-commerce portal focused on selling organic and Ayurveda products launch using social media
- •Brand an unknown entity, therefore, required a good amount of buzz coinciding with the launch
[ CHALLENGE ]
CHALLENGE
- •The category stands for subtlety, given it symbolizes purity and nature. Therefore any of the conventional ideas using contests, freebies would not work with our TG
- •Limited budget and time – getting virality on the campaign was important
[ OUR SOLUTION ]
OUR SOLUTION
- •Created an interest-based community on social Created a campaign which involved building a community which truly believes that nature has the best solutions for food & health Our consumer research showed that those who are interested in Yoga, are health conscious, prefer homoeopathy/Ayurveda over allopathic solutions would be the most likely audience Females drive food decisions, therefore the campaign was skewed more towards the female audience
- •Used a non-pompous design, keeping the target audience in mind The design used was deliberately kept simple. A handmade sketch using natural colours on a canvas was used for the page design. No mention of the e-commerce store was mentioned.
- •Usage of technology-enabled virality A microsite with the right design, the copy was created to this effect (see above). People who fit our TG definition (see above) were the only ones who were shown facebook based ads. The ad communication recommended joining the community to support ‘all things natural’. On joining the community each member would get a unique URL, which could be shared on facebook, twitter, email to invite like-minded friends & family An incentive was then presented wherein getting 5 or above like minded people to the community would get them a gift hamper of natural products The back-end technology used could trace which individual brought how many invitees
[ RESULTS ]
RESULTS
- •Community size grew to 5000 through the viral campaign. On day 1, the brand had 5000 eager consumers
- •Average # of people invited by those who engaged in the campaign was 4+. Therefore, each individual brought 4 or more in the community
- •Getting the right community at the beginning helped carry the high engagement levels later on. The initial community acted as the right nucleus.
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