How #18ThingsIWant Helped Promote ‘What Young India Wants’ [Twitter Case Study]

by Vinaya Naidu on August 23, 2021

in Case Studies

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This is a Twitter case study of how a generic hashtag like #18ThingsIWant was launched on the occasion of author Chetan Bhagat’s latest release ‘What Young India Wants’ and how it created an instant connect to become a top trend within no time.

To mark author Chetan Bhagat’s latest book release ‘What Young India Wants’, the digital agency, MindShift Interactive was employed to activate a Twitter campaign ‘#18ThingsIWant’ for Homeshope18.com. The hashtag ‘#18ThingsIWant’, that started on the 8th of August invited twitteraties to share 18 things they want in life. And 10 people would win autographed copies of the book.

The Concept: People just want a lot of things and love to talk about them. And to bring about a connect with HomeShop 18, the number 18 was added to the hashtag.

The Observations:

In less than 15 minutes, the hashtag ‘#18ThingsIWant’ had begun to trend. There were no @mentions throughout this campaign. Conversations revolved around websites, shopping, mobiles, romance amongst others. Other brands cashed in on the hashtag too.

What_tweeps_wanted

What tweeps wanted

Other_brands_using_#18thingsiwant

Other brands cashing in

The Results:

  • Trended in all the cities, India and worldwide
  • Cumulative reach of over 1.6 million
  • Over 1.3 million mentions
  • Over 3 lakh RTs
#18thingsiwant_top_trends

Trended in all the cities, India and worldwide

Over_1.3_million_mentions

Over 1.3 million mentions

over_3_lakh_RTs

Over 3 lakh RTs

Ending thoughts:

Creating a buzz on Twitter by getting to trend an interesting generic hashtag seems to the chosen path these days. Brands either trend to launch a new product, book or store or just trend needlessly just to be the news of the day. However, #18ThingsIWant is a cleverly crafted hashtag to promote the book as well as bring about the brand connect.

I say this specifically in the age when we have lame trends like ‘#ReplaceMovieTitleWith__” that instead of adding value to the brand, only make a mockery of it. Yesterday we saw yet another example of a classic case - #ReplaceMovieTitleWithMaruti. Although the hashtag was trending, one cannot see any immediate relation between the automobile brand and movies, nor imagine what Maruti was trying to say.

In comparison, #18ThingsIWant is relevant, relatable to the general public and bang on catchy! Not only did it achieve instant stardom in India and worldwide and help publicise the book, the hashtag also helped track all that people wanted.

During the same time, Central was promoting its Happiness Sale for men using the hashtag ‘#WhatMenWant’. Again, due to its sheer power to connect with the Twitter folks, it was able to create the required buzz for the sale. Notice how this hashtag is trending higher than #18ThingsIWant.

I believe hashtags of the future can have a broader reach like ‘#18ThingsIWant’ or ‘#WhatMenWant’ if only they gel with regular conversations around Twitter and spread the brand message in a subtle way, rather than shout out from the rooftops.

What do you think about ‘#18ThingsIWant’? Did it achieve what it set out to do?

Vinaya Naidu

Co-Founder and Blogger at Lighthouse Insights. A student of life, art and building relationships. Love to read just about anything and strongly believe that books make a beautiful world.

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  • http://twitter.com/Dips_88 Deepika

    This is an awesome example for brands on how to use Twitter in a clever manner. Most importantly, it iterates that ‘simplicity’ is the key to success, especially in the realm of social media and unnecessary web-clutter.

    • http://twitter.com/oldfox004 Vinaya Naidu

      right! relevant, simple and ingenious hashtags are going to create a mark:) thanks for sharing your thoughts, Deepika!

  • http://twitter.com/ganesha9999 Piyush Aggarwal

    using hash tags is nothing new in social media..i personally believe choosing hash tags is as important excercise as working on your social brand identity. choosing successive tags in a way that it benefits your brand in long term is surely a strategic problem.

    • http://twitter.com/oldfox004 Vinaya Naidu

      You’ve made a relevant point here…Brands need to align everything they do for the long term..and that’s a strategic challenge

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