Luminous Power Technologies, a leader in Home UPS, Inverters and batteries now in the direction of Home Electric Solutions, is looking at opportunities in an expanded home retail product range. Having introduced various offerings in home solutions, the brand was looking to establish a strong identity in the home consumer segment. In association with social media marketing agency Autumn Worldwide, Luminous Power Technologies embarked on a social media initiative with absolute consumer engagement as the focus.
Together with the agency, the #FanHoJaoge campaign was conceived to establish a link between ‘Fans’ and ‘Luminous’ in the consumers mind. The idea was to have consumers co-create with the brand to create a lasting impression. #FanHoJaoge, as the name suggests, is an intended pun that required users to associate Luminous Power Technologies with fans and in the process also become its fan!
#FanHoJaoge was a blend of co-creation, creativity, smart communication and absolute consumer engagement with the brand. At the core of it was an incomplete film that lacked an ending. Users could participate by writing appropriate endings to complete the messaging for the film. The prize for the top three scripts was credits being given to the winners and personalized autographs for each of the winners from the God of Cricket ‘Sachin Tendulkar’ himself!
The film featured a certain Bhallaji, trying to catch a few winks of sleep in the afternoon but not being able to because of the sound of rattling drums coming from a neighbour’s home.
A select panel of judges selected the best three entries based on engagement, relevance and creativity. The films were completed with the scripts suggested by the winners with due credits. The films also credit the consolation prize winners.
The film shared below has been completed with the suggested ending by one of the winner ‘Nanditha Seetharamaiah’ where the boy has made Bhallaji a fan of Luminous fans:
Use of Facebook and Twitter
The campaign leveraged the Facebook and Twitter pages of Luminous Power Technologies to reach out to its social media community. A Facebook app was created for the campaign with information on the range of fans as well. So while the film was integral to the idea, the initiative ensured content around fans (the product), the designs and the distribution was integrated. As the social world interacted with the film, curiosity led them to discover the product, and more.
Educative posts were shared on the Facebook page along with visual posts to drive traffic to the campaign. The canvas pages showcased range, pricing, enquiry forms and a click to order.
Twitter was used to leverage existing conversations around fans, and the aesthetic value they add to homes, apart from performance and functionality.
— Luminous India (@myluminous) October 29, 2014
The campaign was an instant hit, with the fans donning the scriptwriter’s role and sharing their version of the ending to the film.
- Luminous Power Technologies received an overwhelming 140+ individual entries in the first 2 weeks itself.
- While stories are just one part of the metrics, the initiative saw conversations around “Luminous and Fans” 80,000+ times, ‘unexpected’ leads of over 1200, brand experience related conversations of over 130,000 and a 60% higher positive sentiment in overall engagement.
- The #FanHoJaoge campaign reached 5.6 Million people socially with over 22 Million impressions.
- The 3 completed story lines have been shared socially and the engagement numbers are rising.
The journey for Luminous Power Technologies, from being a leader in the ‘inverters and batteries’ space and now in the Home Electrical Solutions space has truly had an impressive start socially. It demonstrated the real power of social media by being aligned with the business. Not only did it help establish a link between ‘Luminous’ and ‘fans’ and made scriptwriters out of fans, it also enabled a fun product discovery.
Described aptly by Munish Bajaj, AVP – Marketing at Luminous Power Technologies, who shared that #FanHoJaoge has made them realize that ‘content is spark’ and ‘social media is gun powder’. The brand plans to look at social media marketing from a whole new angle, following the success of the campaign.
“As an agency we have been questioning the real alignment of social media initiatives to business value. Being tactical is history. With Luminous we have demonstrated the real power of the medium. It’s about real engagement and real results,” Anusha Shetty, CEO at Autumn Worldwide shared on the experience.