Case Study: How Big Bazaar used Facebook Live to translate online buzz into conversions for Republic Day sale

Brand

Big Bazaar

One of the country’s most widely known retail chains, Big Bazaar celebrated the 12th Anniversary of their flagship offers, Sabse Saste Din, with a social media twist that had not been done before, the Big Bazaar 24 hour Facebook Live Shopping Carnival.

Objective

Big Bazaar aimed at converting the online buzz and intrigue into offline conversion by reaching out to more than 3 Crore customers with exclusive hourly offers across all their stores pan India.

The store chain brand intended to connect with the younger audience by employing the unique and out of the box social media angle.

Pawan Sarda, Group Head- Digital - ‎Future Group said, “Sabse Saste Din in 12 years have become India’s most popular and eagerly awaited shopping days and will continue to grow in the years to come. We share a strong bond with our loyal customers and want to reach out to the new generation that is always on the go."

Execution

Big Bazaar collaborated with Facebook for their one of a kind 24 hour Facebook Live Shopping Carnival event and make it a grand celebration.

Also Read: 7 best Facebook Live broadcasts by brands for inspiration

Pulkit Trivedi, Director, Facebook India said, “Facebook Live is an authentic, immersive tool that brands are increasingly using to connect and engage with their consumers real-time. We’re excited about the Big Bazaar’s “Sabse Sasta Din” campaign and its 24-hour Facebook Live that will help to amplify the scale of the campaign.”

Big Bazaar promoted the Live video broadcast by announcing perks in the form of hourly offers that were only available on the Live broadcast, and not promoted on any other platform. The brand was giving away more than ten lakh mobile coupons to be used during the Sabse Saste 5 Din shopping extravaganza.

Leveraging another aspect of social media marketing, Big Bazaar offered entertaining and engaging content to their audience by bringing in popular television celebrities & social influencers such as Gaurav Gehra, Mouni Roy, Aamir & Sanjeeda, Ranvijay Singh, Ssumier S Pasricha (Pummy aunty), Baba Sehgal, Malishka, Baseer Ali, Sayukta Hegde, Sharaddha Sharma & many more.

The event was also simultaneously promoted on Instagram Stories, offering sneak peaks and a countdown leading to the 24 hour Facebook Live broadcast.

Results

In the course of 24 hours, Big Bazaar’s Facebook Live Shopping Carnival video received over 10 million views, indicating a successful and significant buzz generated around the exclusive event and engagement through Influencer partnerships.

Big Bazaar managed to convert 1 lakh mobile coupons, into a whopping 3 lakh walk-ins with a 62% redemption rate. Fulfilling their primary objectives of online to offline conversion, Big Bazaar scripted their highest ever sale on the 26th January holiday, smashing all previous records.

The campaign hashtag, #SabseSaste5Din was trending on Twitter across India on the number 2 spot due to all the activity and buzz around it.

https://www.facebook.com/BigBazaar/photos/a.414301392786.188940.157109577786/10155784629167787/?type=3&theater