[Case Study] Siyaram’s extended ‘Coming Home to Siyaram’ on social media

Come Home To Siyarams

Brand

Siyaram’s India

Agency

CogMat

One of the most closely associated brands in the Indian fashion landscape reinforced their long standing tagline of ‘Come Home To Siyaram’s’ with a social media contest.

Objective

Siyaram’s India shares a special bond with their Indian consumers and for the festival of Diwali, the brand leveraged their enduring tagline ‘Come Home To Siyarams’ to forge a deeper bond with their audience as Diwali is when everyone comes home to celebrate with family.

Execution

Using real life imagery to evoke a sense of nostalgia in the minds of their users, Siyaram’s used visual depictions of the festival of Diwali and the memories and activities associated with the auspicious festival.

Encouraging their followers on social media to share their cherished Diwali memories with family and friends using the contest hashtag, #ComeHomeTo for a chance to win exclusive gift hampers from Siyaram’s.

With the help of images depicting traditional Diwali activities such as lighting a diya, exchanging gifts with family and, eating sweets, Siyaram’s leveraged the festival of Diwali effectively to enhance their social media presence and user base.

Users were required to follow Siyaram’s social media handles on Facebook, Twitter, Instagram, and Google Plus for eligibility, which was helped them amass followers on multiple platforms at once.

Results

Siyaram’s witnessed a total engagement of 1746 reactions and likes, 309 comments, and 144 shares on Facebook with the help of #ComeHomeTo contest. It also managed an organic reach 19322 on Facebook.

On Twitter, #ComeHomeTo received 2243 mentions, more than 180k impressions, 597 Retweets and 497 likes that helped the hashtag to trend at the number one spot in India.

Siyaram’s leveraged their enduring tagline successfully with #ComeHomeTo during the festive season which yielded considerable brand visibility on social media.


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