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HomeShop18’s ideology became its brand campaign ‘Shopping Makes Me Happy’. Targeted at value shoppers, the company wanted to deliver this message by breaking the clutter and presenting someone loveable yet, impactful. The aim was to deliver the brand message in a charming way. After various sessions of brainstorming and research, was decided that the mascots would be animated cats - Billy and Sunny, a father and son duo. The cats were positioned as the co-founders of HomeShop18 with an aim to spread happiness or shopping through its 360 degree marketing approach. HomeShop18 perfected the character-driven marketing code by launching their new mascots, Billy and Sunny, across all marketing platforms offline and online. The brand campaign was launched as a TVC, along with a microsite, Facebook and a Twitter page.
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June 4, 2014 – 2 Days to go!
@PurrfectBilly @pAwesomeSunny
@PurrfectBilly’s
take on Twitter!
@pAwesomeSunny’s
take on Twitter
Overnight stars On
Twitter!
Launch Day
June 6, 2014
Meet our Shopping Guides…
Campaign launched across Digital, Print & TV
Launch of ShoppingMakesMeHappy.com
+ 3 Lakh Visits within 20 Days
+ 1.5 Lakh Views on Billy & Sunny Videos
+ 2.3 Lakhs Shares on Billy & Sunny Memes
Because it’s
all about a
‘HAPPY’ Family!
Ready to share your
#18HappyMoments?Contest asked users to share what all made them the happiest
Trended for
3 Days with an outreach of
+70 Million
June 6, 7 & 8, 2014
#18HappyMoments effect
#18HappyMoments effect
#18HappyMoments effect
#18HappyMoments effect
#18HappyMoments effect
Billy & Sunny spreading #18HappyMoments
Tweets: 54,078
Twitter Impressions: 42,719,116
Facebook Impressions: 32,374,602
Total Impressions: 75,093,718
#18HappyMoments effect
‘TRENDS’ were set with #18HappyMoments
‘TRENDS’ were set with #18HappyMoments
Brands followed the lead
And The Happy Moments continued…
Increase
in 25K
Video
Views
Outreach of
+1 Mn
+5,000 Entries
Overall Impressions: 5,536,285
Billy & Sunny spreading
happiness on
Digital Innovation
Step 1 Like a Meme on ShoppingMakesMeHappy.com
Step 2 Subscribe on WhatsApp
Step 3 Get it on your phone & share it with all your friends!
Happy Memes doing
the rounds…
Spreading Happiness on YouTube
1,40,000+ Views on YouTube
How Happy did we make everyone?
Twitter Impressions 50,639,845
Facebook Impressions 49,895,190
Video Views 140,000
Microsite Visits 324,965
WhatsApp Subscribers 200,000
Happy Moments continue to grow with the #18HappyDays Challenge…
Overall Outreach:100M+
