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Diwali is one of the most awaited festivals in India. For marketers and advertisers however Diwali is especially critical as sales during this season reach the peak. An awesome digital marketing strategy during the festival can do wonders for a business and make a significant impact to the year’s bottom line.
We all know there is no joy greater than being with your family on festivals, most importantly Diwali. However, there remain those who are away from friends and family during the festivities owing to job commitments, studies or various other sudden changes in plan. Also there are many who stay with family but are often not able to spend adequate time at home due to increased pressure at work.
Working on this insight, leading global brand Citi rolled out its festive campaign #WhatsYourDiwaliDelight. The campaign focussed on individuals who place festivals and family high on their list but owing to work commitment are unable to make it home or give loved ones the needed time. The brand launched various offers around shopping, travel and dining with the help of strategic brand tie-ups across the three categories with brands like Amazon, Snapdeal, Flipkart, Apple, Reliance Digital, Shoppers Stop and MakeMyTrip. It gave an opportunity to its customers to make their Diwali extra special.
To spread the campaign on social media Citi launched two brand videos on YouTube, Facebook & Twitter. The videos demonstrated how surprises from loved ones who are not physically present can instantly boost the dampened spirits of the family. In less than a week the videos gathered more than 4 million views, a milestone that a lot of brands videos take months to achieve.
The greatest push to the initiative came from the contest around ‘Digital Gifting’ on social media. Participation in the activity was easy; all the users had to do was tag their loved ones and share how they are planning to make their Diwali delightful. Kicking off with a bang #WhatsYourDiwaliDelight drew participation from all corners.
Executed on both Twitter and Facebook, the campaign delivered more than 260 million impressions and achieved an enormous reach of more than 25 million. Owing to massive participation on Twitter #WhatsYourDiwaliDelight was constantly top trending on Twitter in India and even started trending globally on the final day.
— WTT: Define Now (@whatthetrend) October 26, 2016
To create an online-offline connect, an event was hosted where a Citi Zone was created where shoppers were asked to participate in a virtual reality game and win prizes for their loved ones. To amplify the activity on social media participants were encouraged to tag themselves on the campaign page and Twitter handle in the form of pictures and videos. Keeping the users aligned to the happenings online a live Twitter feed was also running at the zone.
To bestow maximum visibility to the initiative, offline branding was done at Citi Branches and ATMs and also strategic outdoor sites and malls. This worked wonders in creating a synergy between branding efforts across touch points ensuring that customers are well aware about the campaign along with the range of offers Citi had rolled out. Clearly the coverage resonated well with the Citi’s audience, as results show.
— Gabbbar (@GabbbarSingh) October 22, 2016
— Donald J. Trump (@Being_Humor) October 22, 2016
In all Citi managed to pull a full house show with integrated campaign on digital and on-ground with their ability to think beyond the conventional means of advertising thus racking up hundreds of likes and positive brand lift.