Social Media Case Study: How IIJW Built Awareness via Social Media

Feb 8, 2014

Brand Name

Gems and Jewellery Export Promotion Council – India International Jewellery Week

Agency Name

Introduction

India International Jewellery Week (IIJW) is an initiative to showcase India’s finest jewellery, be it in terms of design or innovation, supported by top-of-the-line craftsmanship, technology and quality, to customers around the globe.

Objectives

The objectives of the campaign were:

To build awareness via social media buzz around the biggest international jewellery festival in India.
To promote the entire event on a real time basis and derive maximum engagement.
To spread the elegant and grand vibes that go hand in hand with a jewellery festival.
To showcase GJEPC and IIJW as pioneers of the Gem and Jewellery industry and to promote the jewellers associated with the same.

Key Insight

A lot of jewellery lovers, retailers, bloggers, celebrities follow GJEPC/IIJW on Social Media.
IIJW became the face of GJEPC and the jewellers, for promoting the jewellery on a grand scale.
Celebrities attract a lot of attention and glamour and have a large audience base and followers.

Challenges

The challenge was to drive the audience to GJEPC on social media platforms-

Getting followers to talk and engage with a jewellery related brand.
Positioning the event as grand and glamorous, while promoting the jewellers at the same time.

Creative Idea

From Katrina Kaif to Deepika Padukone, Konkana Sen Sharma and Sonakshi Sinha in 2010, Bipasha Basu and Soha Ali Khan to Lara Dutta, Kangana Ranaut to Kalki Koechin, Zeenat Aman to Hema Malini and Sonam Kapoor, the IIJW brand ambassador bewitched the audience adorning some of the most exclusive jewellery pieces from the house of Boucheron.

A lot of people get attracted by celebrity promotions. Keeping this in mind the communication promoted celebrity attendance at the event. The event was covered on Facebook and Twitter through live updates. The key, to keep the content celebrity-related and glamorous, helped us in gaining a lot of attention from fans in both the platforms.

Execution

Event Promotion:

The face of GJEPC’s social media properties were changed to promote the grand event.
An IIJW related cover image was uploaded on Facebook while promoting the event.
Communication strategies included using hashtags like #IIJW and tagging the celebrities who walked the ramp promoting various brands.
Live event coverage was done through live streaming on the website and Facebook page.
Real time tweets and vine videos kept the users updated about the happenings at the event.

Results & Benefits

1166 people saw IIJW live online.
The GJEPC Facebook page was ranked 2nd with the highest number of likes in the Government Organization India category.
Twitter followers increased by 50% in a span of 5 days.
#IIJW was used by 581 users.
There were about 4,841 Tweets from across the world.
About 6,98,920 people were reached through Twitter which means there were 1,454,957 impressions.