Social Media Campaign Review: Badhai.in "Nudge for a Gift"

Objective:

Valentine’s day is all about expressing your love to loved ones and making them feel special by gifting them. Badhai.in, India’s premier online gifting company brings in an entirely new option to gift not only to the special one but also to close friends and family members, even parents.

Badhai.in launched an application for Valentine’s Day ‘Nudge for a gift’,to promote the website and the range of products they offer.

Execution:

‘Nudge for a Gift’ is a light hearted, fun-filled, virtual gifting application wherein users can nudge their friends and family members for a gift. Friends who have been nudged can then make a selection from a range of 21 gifts and promise one to the sender.

The user may choose to not like the gift promised and request another selection. If the user accepts the promised gift, friends can gift an amount through Badhai.in. This amount can be used to shop on partnered websites like Croma, Pantaloons, Lifestyle, etc. The Badhai gift will be sent as a nicely designed e-card.

The app is available for Facebook users who can nudge their Facebook friends for Valentine’s Day gifts. It has been promoted on the Badhai.in Facebook page for fans to participate.

A similar campaign is run on twitter. To participate, one has to tweet for a gift with the hashtag #Nudge and mention @Badhai_in. 5 interesting tweets get a gift this Valentine’s day.

Tell us the wackiest/funniest way you'd nudge someone and the reason for nudging and stand a chance to win vouchers worth Rs.5000. #nudge

— Badhai.in (@Badhai_in) February 13, 2013

“It re-iterates our commitment to provide”, said Ajay Pandey, CEO and Founder, Badhai.in

Positives:

'Nudge for a gift' acts like a wishlist for Valentine’s day. One can identify the choice of gift for their friends. the freedom of choice to the gift recipients. The campaign gives the users a liberty to choose the gift, the amount they wish to spend as well as the brand they want to indulge in.

This also gives participants an opportunity to browse through the various gifting options available with the website for prospective or current buys.

The campaign can be used to draw insights about consumers and their preferences.

Scope of improvement:

The twitter campaign states that 5 whacky tweets get gifts from Badhai.in but the Facebook application fails to mention any such condition. It is not clear to the participants if it is merely a promotion or a contest.

The website does not mention anything about the “Nudge for a gift” campaign. They could have promoted it more to gain more traction.

Conclusion:

The Facebook application and the steps involved to buy a gift on their website run in a similar fashion. Audience get a feel of the actual process through this campaign and get acquainted with the brand. Since this is a virtual gifting application to promote the website, they have managed to do it fairly well.

If you're too late in buying a gift for your loved one today, you could consider Badhai.in to buy one now. Have a Happy Valentine's Day.