[Case Study] #RetailEmployeesDay created buzz around the event on social media

Brand

TRRAIN (Trust for Retail & Retail Associates of India) and RAI (Retailers Association of India)

Agency

White Rivers Media

The two organizations came together for the sixth instalment of #RetailEmployeesDay which empowers and celebrates the work of retail employees across the country on 12th December, 2016.

Objective

For #RetailEmployeesDay ‘s sixth instalment, TRRAIN and RAI leveraged the power of social media to reach out to the maximum number of people, celebrities and politicians to gain awareness and appreciation for the dedicated efforts of retail employees.

Execution

Through TRRAIN’s social media handles, a series of creative illustrations were posted on social media to drive engagement and boost awareness about #RetailEmployeesDay and #RED2016.

With the participation of Hon. Prime Minister of India, Narendra Modi, Cabinet Ministers and Chief Ministers such as Smriti Irani, Vasundhara Raje, Chandra Babu Naidu, Devendra Fadnavis and Bollywood celebrities, Salman Khan, Randeep Hooda and Kriti Sanon, on their respective social media handles, managed to popularize #RetailEmployeesDay among users.

Urging users to express gratitude and appreciation for retail store employees, supporting hashtag #ThankYouBolaKya and #RetailHappiness were promoted on Facebook and Twitter aimed at encouraging users to share their stories involving retail employees and a pleasant experience.

Adding to the celebration... #RetailEmployeesDay at Viveks. pic.twitter.com/8zOMjg47et

— Viveks India (@viveksindia) December 16, 2016

Additionally, a video was created and shared on social media depicting how the presence of retail employees makes our shopping experience significantly pleasant and convenient.

Five touching stories were rewarded with vouchers for sharing their stories and acknowledging the valuable service provided by retail employees.

Results

#RetailEmployeesDay managed to reach 2.77 million on Facebook, with a combined social media engagement of 1.41 lacs.

A big thank you to all those who joined the #RetailEmployeesDay celebrations. Share your #RED2016 celebration snippets and memories. pic.twitter.com/BPDOqbiJ7k

— TRRAIN (@TRRAINindia) December 13, 2016

The video created for #RetailEmployeesDay received 7.58 lac views on Facebook, helping the hashtags, #RetailEmployeesDay trend on social media for 3 days, and #RED2016 for 1 day.

The hashtag #RetailEmployeesDay received a total number of 703 Tweets, reaching over 2 lac people, garnering more than 4.5 lac impressions; #RED2016 garnered 500 Tweets, reaching more than 4 lac people and delivering over 8 lac impressions.

Apt use of social media Retail Employees' Day a huge success even offline.