Old images often surface online. This Children’s Day, Parle-G made the most of it with a throwback campaign, inviting user-generated content.
This Children’s Day, Parle-G initiated a #BackToBachpan challenge as a social media campaign. Here, the brand asked followers to recreate their old photographs and relive the joy of being a child, in line with the popular throwback posts that often appear online.
Participants had to find an old photograph from their childhood, recreate this in the context of their present realities and share both the images online. They were asked to further tag and challenge a friend, in an attempt to create a ripple effect.
According to Parle-G, #BackToBachpan was able to garner over 100 entries, securing over 9.5 lakh impressions. The entries came from users between the age groups of 18 to 65 years.
The campaign was run by the brand on social media platforms across Instagram, Facebook, and Twitter. While on the former, users created new posts, quite a few chose to reply on the thread or in comments to participate on the other two platforms.
It is interesting to see the brand leveraging a format that is very popular among people who share pictures online. Throwback images are all the rage, especially on Instagram.
On Children’s Day, people tend to share such a combination of posts with much enthusiasm. To give these people a chance to participate in a bigger conversation and get their creativity featured under a common hashtag was indeed a good social media engagement strategy by the brand to bring to life on such an occasion.