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Social Media Case Study on Xmas Treat by Major Brands. Xmas treat was initiated 4 days before Christmas eve and was continued till New years to maintain activity during the festive season.
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Brand: MajorBrands.In Case Study: Xmas Treat
From 21st – 31st December 2012
Christmas & New Year is season of joy where people celebrate it by
exchanging gifts & sending out wishes to spread the happiness. Xmas Treat
was designed on same lines to fulfill the wishes of our Fans/Followers by
giving them a chance to share their wish list & spreading the joys of the fall
festivals.
Xmas Treat took on its voyage 4 days before the Christmas Eve spreading the
warmth all the way till the New Year’s Eve.
About Xmas Treat
Online promotions of the Xmas Treat were designed on the lines of
Christmas/New Year celebrations.
An application was designed considering that Christmas/New Year is a time when
people spread their happiness by sharing gifts and celebrating it together.
(Timeframe – 10 Days)
The Posts were designed in order to communicate the contest and share the
wishes of the festival amongst the fans & followers
The Facebook App was also integrated with Twitter allowing people to
communicate via their tweets to share it amongst their friends & followers.
Overview
Fan Gate
Flow of the Application
Process & Rules
This page laid out the instructions &
the process of participation. The text
MajorBrands.In was hyperlinked to
divert traffic on the website allowing
people to browse through the range
of products.
Flow of the Application
Main App Page
The gifts were laid across randomly in the layout.
Each participant had 10 seconds to find as many gifts
as possible in that given time frame. To begin the
game the participants were required to click on the
countdown pop up at the center of the page. Once
the countdown began the participants had to start
collecting the gifts by clicking on them, the
countdown timer and the gift tally icons at the side of
the layout helped the participants keep check of the
time & gifts collected. Each gift selected represented a
wish box where the participants were required to
enter products from their wish list.
Flow of the Application
Timeout Page
Once the countdown stopped, the user
was directed to the timeout page wherein
they were required to enter the link of their
favorite product/products from
Majorbrands.in. The number of gifts found by
the participants in the given period of time
was directly proportionate to the number of
products they could add to their wish list.
Thus the more number of gifts found allowed
them to add more items in their wish list.
Flow of the Application
Thank You Page
After all the links were submitted
by the participants a pop up
appeared, thanking them for their
participation and allowing them to
Tweet & Invite their friends to the
Application.
Flow of the Application
Online Platforms involved for promotions:-
MajorBrands.In website
Concept: Share your wish list this Christmas/New Year & we will treat you with it.
Online Concepts’ Details:-
Facebook Contest: To draw analysis of all the brands & products through the wish list shared by participants, diverting fans to the website making them browse through the complete site and celebrate the festive season with them by giving away gifts from their wish list.
Reason for this : Being an E-Commerce brand, this was an initiative to have our fans & followers browse through our complete collection, know the categories & our range of products available. Thus allowing them to discover all the offerings on the site
Twitter: Integrating Twitter with the Facebook app to allow people to reach out to their friends and create a buzz on other social media platform as well. Online Communication strategy: Online promotions were themed around the festive season of joy& happiness spread through sharing gifts and wishing. All the communications carried the message on the same lines
Plan of action:-
1. Online Teaser Post
2. Online branding/customization as per the festival’s theme.
3. Announcement post
4. Online promotion of the Facebook contest
5. Integration of platforms for multiplied effect.
Each day a post was updated on the facebook
page to communicate the contest.
These posts were based on the theme of Gifting
and celebration owing to the festive season.
The comments received where exciting & joyful.
Posting Strategy
Posting Strategy
Facebook Contest Application:-
The application was designed to promote:
MajorBrands Xmas Treat contest for its
fans/followers and pass the gesture of
appreciation for being a part of our
community.
The website and its offering by
inducing them to paste links of the
products in their wish list.
Total complete game plays: 906
Total Number of Unique Visitors: 490
Total URLs submitted: 4856
Organic Fan Increase: 360 fans
The application was designed to promote:
MajorBrands Xmas Treat.
A standard tweet was designed with
the @MajorBrandsIn handle letting the
participants communicate it with
friends and followers with a bitlyed link
attached directing them to the App.
Total Clicks via Twitter on the app: 92 Clicks
Followers Increase in the period: 24 followers
Twitter Contest Application:-
Campaign Results:-
4500+ URLs were submitted.
The insights received from the wish list shared were very helpful to
strategize our future actions.
It helped us build a personal connect with people by allowing us to be their
Santa and expressing their desires
A Staggering number of visits on the website were recorded.
The Contest was communicated using the Facebook & twitter assets and the
Website interface
Website Statistics:-
Website visits: 103,613
Unique visits: 92,321
Page views: 646,707
Pages/Visit: 11.02
_____ New visitors: 70.08%
Top 3 cities were: New Delhi, Bangalore & Mumbai
21st – 31st December, 2012.
Thank You
