Hiranandani Developers celebrates Diwali at Hiranandani Estate, Thane featuring extravagant light displays every year. This time, they wanted to leverage Social platforms to drive brand engagement & bring people together to celebrate with the Hiranandani community.
“It is important to create customer experiences for life time relationships and that is what we had aimed to create with this campaign”, said Manish Gupta, Director- Finance & Commercial, Hiranandani group.
To launch a photo contest to generate more engagement from the target audience.
Generating a buzz for the campaign during peak festive days, when most people spend relatively lesser time on devices
Generating user engagement offline, via online mediums
“The primary advantage of using Facebook platform for the campaign is that it allows you to do hyperlocal targeting and target specific audience within a geographical area. This is the main reason why we had strategised to run the campaign on Facebook and Instagram” – Vinayak Katkar , Director – BeyondWalls Marketing Technologies.
After extensive brainstorming and ideation the BeyondWalls team set about creating one of the biggest campaigns in the Real Estate industry.
The basic workflows of the campaign were to :
- To launch a photo contest to generate more engagement from the target audience.
- To use Facebook and Instagram as platforms for the contest and create visual appeal around the event.
- To post brand updates and interactive posts alongside the contest updates.
BeyondWalls, in virtue of being the leading Digital marketing agency in India, wanted to create a bang on Diwali, quite literally!
In keeping with the brief from the client, we had planned and executed the campaign meticulously, down to the last detail, to create a positive buzz leading to higher engagement amongst the target audience. Diwali being a visual delight, we had leveraged Facebook & Instagram with photo contests.
We used hashtag series – #CarnivalofLights & #DiwaliatHiranandani to drive participation from the audience. Using gamification, we incentivised them with Starbucks vouchers and a grand prize of an Apple iWatch.
The content for the campaign was executed in three phases:
- Teaser posts
- Revealer posts
- Winner announcements
- Considering the visual appeal of the festivities, BeyondWalls used real photos provided by the brand of past editions of the event for better engagement.
- The winning contest entries were also posted along with winner announcements.
- BeyondWalls kept up continuous interaction and conversations with the participants during the contest.
A photo contest was planned across both Facebook & Instagram.
We used the Facebook Map Feature to target only the people who are the residents of the Hiranandani Estate in Thane.
We boosted the Photo Contest creative inviting people in this target segment to share their Diwali moments in the Hiranandani Estate. Hashtags were used to increase the visibility of the brand & the activity in the social space.
For Instagram, we had used Insta ads with Hashtags targeting people in the Thane geographical location.
Growth of Facebook page likes
People talking about the brand on Facebook
Total shares on facebook