Social Media Case Study: Initiating Social Shopping For The Brand @home Stores

@home

Agency Name:

WatConsult

Brand Name:

@home Store

Objective:

  • To showcase @home as Discoverable and Distinctive
  • To drive footfalls

Execution:

Creativity #1:

Participants were asked to complete the sentence‘I am @home when…’

Creativity #2:

Created a simple yet effective application to engage & drive users from Facebook to the store to increase footfalls

Creativity #3:

  • Showcased countdown to the Big Sale by changing Cover Photos everyday
  • Created Iframe for promotion
  • Uploaded Cover Photo to promote The Big Sale
  • Showcased products prices after sale via updates
  • Extended The Big Sale on public demand!

Creativity #4:

GharAayeGanesha

  • Engaged Fans during festive season to bring out user-generated content
  • Fans were asked how would they decorate their house to welcome Ganesha!

Creativity #5:

  • #ThingsIWantInMyHome
  • Leveraged Twitter to increase Brand Presence
  • We plugged in Brand Connect by asking them to tell us things they want in their home
  • Conversations around our store, Brand Offerings,etc did take place

Creativity #6:

Follow To Win

  • Conducted to generate interactions on Twitter by asking their favouriteHome Décor item!
  • It build Brand Awareness on Twitter Platform

Creativity #7:

Tweet To Win

  • It helped boost interactions on our Twitter Page by asking how @athomestore helps them style their home
  • Followers were asked to Tweet how @athomestore helps them style their home

Creativity #8:

Party @home

Participants were asked to answer as to why they should celebrate New Year’s at home rather than going outside

Creativity #9:

Invite & Win

Creativity #10:

Do it Yourself

Participants upload a picture of their hand-made creativity for their home

Creativity #11:

The Perfect Valentine

Users were asked to comment how they will make this year’s Valentine specialfor their loved one

Creativity #12:

#IWantToStyleMyHomeWith

Creativity #13:

#LoveIsWhen

Results:

Creativity #1:

  • Entries Received -55
  • Total Votes/Likes –244

Creativity #2:

  • Coupons Downloaded by the Customers: 292
  • Vouchers Claimed:164
  • Fans Growth-1020
  • 180 Coupons redeemed
  • Minimum purchase of INR 1000 made by the customers
  • Sales of INR 1,80,000 made by the store in 4 days

Creativity #4:

  • Total Entries: 34
  • Total Votes/Likes: 559

Creativity #5:

Trended in India at No.1for 30+ Hours

  • Creativity #5 #ThingsIWantInMyHome
  • 1500+ Tweets using #ThingsIWantInMyHome
  • 200+ mentions to @athomestore
  • Engaged Influencers & other Brands with #ThingsIWantInMyHome

Creativity #8:

  • Total Entries received: 157
  • Total Votes/Likes: 1045

Creativity #9:

  • Gained 1848 Fans in 7days

Invite & Win (2)

  • Total Fans Gained 1276

Creativity #10:

  • Total Entries received: 125
  • Total Votes/Likes: 1,112

Creativity #11:

  • Total Entries received: 144
  • Total Votes/Likes: 1217

Creativity #12

  • 169 Tweets!
  • 139 users mentioned!
  • 371 Mentions & Retweets!
  • #IWantToStyleMyHomeWith trended in Mumbai for 22+ hours!

Creativity #13:

  • 201 Tweets!
  • 164 users mentioned!
  • 129 Mentions & Retweets!
  • #LoveIsWhenstarted trending in Mumbai for 24+ hours!

Conclusion:

  • Organic Fan Growth
  • Generated sales from Fist Choice @home
  • Community Growth
  • Average Engagement Ratio –35%

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