How Gozoop’s #ShareTheJoy For Dell India Leveraged The Festive Spirit To Reach Out To Over 45.7 M Digital Users

Case study by Gozoop for Dell India in which the agency employed a gamut of content marketing strategies to make a mark in the highly cluttered festive market in India

Dell Share the Joy

The Client

Dell India – Incorporated as Dell Computer India Pvt Ltd. in Bangalore in 1996, Dell has been among the fastest growing technology companies in India and continues to be among the top three today. Dell India accounts for the company’s largest employee base outside of the United States. Customers throughout India in large enterprises, small and medium businesses, at home and in government organizations choose Dell to be their trusted technology solutions partner.

The Agency – Gozoop

Problem statement

Come festival season, and almost every brand colors itself with the joy and spirit of the festivities. This year wasn’t any different either. And this was a key challenge for Dell India – to create relevant and memorable communication that encapsulated the contemporary nature of festive celebrations. The clutter of festive communication notwithstanding.

Identified objectives

To present Dell technology as a way to make festive spirit go viral and touch as many lives as possible.

B2B digital campaign awards 2015

The Strategy/execution

#SharetheJoy was chosen for its simplicity and depth – it is at once an articulation of the Indian festive spirit, a call to action and a shareable currency.

The insight is based on a simple yet powerful idea of the viral nature of happiness i.e., doing one good deed ends up inspiring many others to do the same. It doesn’t have to be something huge or extraordinary, but little gestures that go a long way in spreading joy. The concept of #ShareTheJoy recreates the sentimental value of festivity, as we seek to celebrate with our customers and watch the happiness grow.

On digital, the aim was to be a part of the social conversations around festivals and encourage more and more users to share their stories of how they #Sharethejoy and inspire others to follow suit. We initiated this with a digital first launch of our TVC, almost 15 days before the TV debut. The TVC, shared on Facebook, Twitter and YouTube garnered more than 10 lakh views in the first week alone.

We focused on the major festivals in India kicking off the campaign with Onam and Raksha Bandhan, followed by Ganesh Chaturthi, Navratri and ending with Diwali.

For Onam, we engaged with the audience with an exclusive application on our exclusive My Dell Rewards. Using the concept of the Pookalam- an intricate and colourful arrangement of flowers laid on the floor we created – Users could create and send their own E-pookalams to their friends and family on Facebook and earn points. These points were redeemable for a discount on Dell products.

sharethejoy Onam Contest

Special offers on select Dell products were also promoted along with regular content during the festive period. On Twitter, we engaged in conversations with users who created the e-pookalams on Facebook and shared the images with us.

Post Onam, we launched www.sharethejoy.in a microsite which showcases all the moments shared by our fans on social platforms using #SharetheJoy. The concept of the microsite was to get users to light up the letters of ‘Share the Joy’ by sharing their festive moments. For each letter a featured moment was showcased on the microsite.

For Raksha Bandhan, we took the nostalgic route and asked our fans to share the most special moment shared with their siblings using #SharetheJoy.

sharethejoy raksha bandhan contest

On Twitter, a unique program called Listen and Respond was implemented to have one on one conversations.

In Listen and Respond, we tracked tweets using festive related keywords and engaged in a conversation to get them to Share the Joy with Dell. Conversations were initiated that covered generic topics rather than pushing the product. Fans were eager to interact with a brand like Dell. Even though were using competition products they enjoyed having  conversations with Dell. The best part? All these conversations were driven organically with virtually no paid support.

Since Instagram is a highly visual platform, we focused on Navratri colours to urge users to share their festive moments with Dell. Our followers shared their favourite festive moments for each colour of the day for nine days of Navratri. For Diwali, we leveraged all our social platforms and encouraged people to share their festive moments with us.

We also teamed up with micro storytelling platform ‘Terribly Tiny Tales’ to showcase stories beyond sweets and crackers and showcased the warmth and brightness of Diwali. 11 tales were curated and posted on Facebook, Twitter and Instagram with a whopping 1.8 thousand comments, 180 thousand likes and over 5.6 thousand shares!

Sharethejoy terriblytinytales

Throughout the campaign we showcased the best moments shared by our fans on all social platforms. At the end of the campaign, two videos were created showcasing some of the best moments received throughout the 3 month long campaign.

Results

  • #ShareTheJoy reached more than 29 Million users on Facebook and over 14 million users on Twitter.
  • On Twitter we generated over 15000 conversations and engaged with over 8000+ users.
  • Share the Joy TVC on YouTube has over 25 lakh views+ counting and over 85K views on Facebook.
  • Dell India gained over 10,000 fans on Facebook and over 2,000 followers on Twitter.
  • Instagram saw more than 2000 entries with #SharetheJoy.
  • For Listen and Respond, we engaged with over 300+ tweets and received a whopping 100% positive sentiment.
  • On Terribly tiny tales’ platforms, Share the joy reached over 2.7 Million.

Observations/lessons

Festivals are all about festive spirit, which brings out our best selves and creates a stage for us to spread cheer among others. Any act of niceness is inspiring and has a cascading effect. And with technology, we can share the joy like never before. Through ShareTheJoy, Dell India was able to make its mark in the highly cluttered festive market. The idea of sharing happiness resonated well with our audience and helped establish Dell as the No. 1 choice for consumers this festive season.