Case Study: How EUME Bags' lockdown campaign grabbed 10 Mn eyeballs

In order to de-stress consumers and keep the company of all the people living indoors,  EUME lockdown campaign, #StayHomeHero urged users to pursue hobbies.

The case study details how EUME Lockdown Campaign attempted to encourage people to stay inside while showcasing their talents to bring in positivity during these stressful times through on Instagram contest.

Category Introduction

• Category - Luggage Category
• Size – 30B US$
• Projections -  Expected to grow 16B US$ between 2020-24

Brand

Introduction

EUME is a global luggage brand and has claimed to have launched the world’s first Anti-stress massager backpack 18 months ago and holds the patent for massager tech in the US and for India.

EUME communicates and connects with its customers mainly through Social channels. Influencer lead marketing and selling through demonstration have been a successful strategy for the brand.

Summary

#EumeStayHomeHero was an anti-stress initiative EUME launched in order to engage social audiences and keep them occupied during this whole 'Home Quarantine' Situation”.

The whole country was under lockdown and entire population was stuck indoors and what they missed the most is the stuff they used to do or loved doing before the lockdown. This initiative was to engage these audiences during these unprecedented times and encourage them to stay home.

Problem

Statement/Objective

EUME’s core innovation and focus lie in developing anti-stress products in the luggage category.

Brief

• EUME wanted to engage the social audiences who are currently living indoors due to the lockdown.
• The brand was specific of this being a social initiative to anti-stress people living indoors

Creative

Idea

This campaign has been conceptualized in such a manner that it acts as a platform for people to showcase their talent and at the same time create a source of entertainment for the general audience.

Also Read: Case Study: How SUGAR Cosmetics’ leveraged Influencer Network for Women’s Day campaign

Execution

Participants were asked to upload a 1-minute video showing off their talent - it could be anything they are good at. Eg. cooking, baking, dancing, reciting poetry, makeup art, etc. In step two, participants were supossed to tag @EUMEworld with hashtags #EUMEStayHomeHero #DoTheUndone.

A total of 13 winners were selected from the eligible entries. The top winner of the campaign received cash/cheque worth Rs 50,000 followed by 25,000 each for runner up from Avon Lifestyle Pvt Ltd. 10 winners received a backpack worth Rs 6,799 each.

The campaign was launched on April 4 and announced with the following creative.

Celebrity influencers like Siddhesh Lad, TV actress Nyra Banerjee, Actor Vikaas Kalantri, Chef Sanjyot Keer were engaged to set the mood for the campaign.

Within 1 week of the campaign, it received around 1000 participants across different interest groups.

On April 10, #EumeStayHomeHero contest video was launched. An aggregated video of best entries was launched to boost the participation

Results

-Quantitative

• 3390
  
  entries
• 10
  
  Million views
• 50,000
  
  Website Visitors
• 700,000
  
  Engagements

CMO

Quotes

“These are unprecedented times due to the coronavirus lockdown. The lockdown may cause stress and anxiety to people who are confined to their homes. We conceptualized this campaign to encourage people to stay inside while showcasing their talents to bring in positivity during these stressful times through this contest. We believe that this engaging exercise will reduce stress while keeping them engaged. We are enthused by the overwhelming response received from users,” said Naina Parekh, CEO, EUME.