Hiranandani Developers celebrates Diwali at Hiranandani Estate, Thane featuring extravagant light displays every year. This time, they wanted to leverage Social platforms to drive brand engagement & bring people together to celebrate with the Hiranandani community.
“It is important to create customer experiences for life time relationships and that is what we had aimed to create with this campaign”, said Manish Gupta, Director- Finance & Commercial, Hiranandani group.
“The primary advantage of using Facebook platform for the campaign is that it allows you to do hyperlocal targeting and target specific audience within a geographical area. This is the main reason why we had strategised to run the campaign on Facebook and Instagram”
Vinayak Katkar
Director - Amura Marketing Technologies.
The basic workflows of the campaign were to :
Amura, in virtue of being the leading Digital marketing agency in India, wanted to create a bang on Diwali, quite literally!
In keeping with the brief from the client, we had planned and executed the campaign meticulously, down to the last detail, to create a positive buzz leading to higher engagement amongst the target audience. Diwali being a visual delight, we had leveraged Facebook & Instagram with photo contests.
We used hashtag series - #CarnivalofLights & #DiwaliatHiranandani to drive participation from the audience. Using gamification, we incentivised them with Starbucks vouchers and a grand prize of an Apple iWatch.
Content
The content for the campaign was executed in three phases:
After extensive brainstorming and ideation the Amura team set about creating one of the biggest campaigns in the Real Estate industry.
It also included brand updates and posts inviting people to celebrate their Diwali with Hiranandani.
Design
The content for the campaign was executed in three phases:
Online Reputation Management (ORM)
Visitor posts were constantly monitored and engaged with.
We used the Facebook Map Feature to target only the people who are the residents of the Hiranandani Estate in Thane.
We boosted the Photo Contest creative inviting people in this target segment to share their Diwali moments in the Hiranandani Estate. Hashtags were used to increase the visibility of the brand & the activity in the social space.
For Instagram, we had used Insta ads with Hashtags targeting people in the Thane geographical location.
Since people were incentivised with gifts and prizes to readily participate in the contests on social media, we got immediate traction with multiple entries / shares. Also, the virality effect came into play as the social shares resulted in a lot of brand stories shared, with friends and family of the residents of the Hiranandani Estate also sharing in on their timelines or sending in their entries to the photo contests. We had also re-posted some selected entries to drive higher engagement and positive sentiment.
Eventually, the whole photo contest campaign became very popular across different geographies in and around Mumbai and Thane
The contest received an excellent response as well as engagement from the target audience.
The client was overwhelmingly happy with the exponential increase in organic engagement and awareness about their project.
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