Berger Paints actioned its occasion marketing tactic, on a user-friendly micro-site, which required Facebook authentication from users to send gifts to each other on Christmas.
Berger Paints’ gift to India was bringing secret Santa on social media.
Christmas is about sharing, caring and celebrating with loved ones. Berger Paints clubbed this insight with the trend of secret Santa in India and offered an interesting virtual experience to users.
With the hectic lives we follow, it is sometimes difficult to meet friends and family during festive season. Berger Paints, thoughtfully connected them over Facebook and a micro-site; participants could share presents with 10 friends.
Participants of the campaign played a guessing game – ‘Guess Who Sent You What’. The players inboxed their group mates presents; the recipients had to guess the sender within the group. With each correct guess, the creator travelled closer to the ‘pot of gold’.
When Sukanta, one of the winners, first joined the campaign, he never had thought that by participating virtually, one could spread actual joy. He shared and received presents and guessed his way to the finishing line.
Over a period of 10 days, the campaign generated over 110K page views on Berger Paints’ Facebook page and almost 40,000 page views on their microsite. Apart from the 40K impressions on Facebook, the brand earned almost 1000 fans during this period.
With more people keen to engage online, the campaign drew nearly 1600 participants; 529 circles of joy created, and 32,000 gifts exchanged.
Maybe, next year, Berger could do a campaign named Paint After Santa. Santa and reindeer do scratch the paint off the roof after all!