Agency Spotlight Case Study: Eccentric Engine Case Study: How American Tourister Reached Out to 20 Million People Without Any Media Spend

This is part of our Agency Spotlight where we bring forth agencies who are doing kick-ass work with their clients and helping them achieve their business goals. For this month, we’d like to showcase Eccentric Engine. 

Brand Name

American Tourister

Agency Name

Eccentric Engine 

Objective

Since January 2014, American Tourister wanted a clear shift in focus for its Social Media content. The brand wanted to talk to people about the things on their mind. On Facebook and on Twitter, the clear objective was to stay relevant, execute fast and drive conversations.

Insight

We realized that the brief was clearly suited for real-time marketing. With brands such as Oreo doing really well in leveraging the latest news, we decided to take a leaf out of the best practices while retaining the young and vibrant nature of the luggage brand. Also, with the rise of Twitter in India, there was a clear opportunity to start conversations around the latest news.

The Idea

We created multiple real-time posts and tweets around news, Bollywood, weather and sports for American Tourister over a period of six months. For some of them, we associated a contest to increase the traction on Twitter. All of these were promoted on Facebook to reach the right audience.

Execution

#ATBeatstheFog : When Fog hit North India

When fog caused flights to be delayed in January, we had just the right creative and engagement plan to talk about it.

#BagtheAwards: When Bollywood went bag-full

On 26^th January 2014, we took on Filmfare, and succeeded.

#TouristerLove: Love is Blind

14^th February 2014, love was in the air. So were our engagement numbers. We also ran a contest on Twitter around love with the creatives made:

Parliament Blackout: When the TV Switched off

During a session of the Lok Sabha for the passing of an important bill, someone smartly shut off the feeds for the LSTV channel, meaning millions of Indians could not see the parliament proceedings live. We responded with the feeling of many Indians:

The Metro Train opens in Mumbai: Celebrating the Happiness with Mumbaikars.

#PlayFashionable: Cricket and Football, presented real time

#ATFathersDay: Celebrating the Dads with American Tourister. This was also for a Twitter contest, and trended all over India.

Results

These real time posts have helped us reach 1000 Twitter followers without any media spend or a major campaign on Twitter. Cumulatively, we have also reached more than 15 million people on Twitter and clocked 5 million impressions on Facebook. Most importantly, these campaigns have been instrumental in establishing American Tourister as a brand that has the pulse of the audience on a regular basis.