Digital L&K Saatchi & Saatchi has helped two of its
clients pick up awards at the Indian eRetail Congress 2014, a prestigious body which
recognizes India's most successful brands in terms of business performance,
customer experience, innovation and leadership in the retail sector.
The winner in the ‘Best Use of Social Media’ category went to Creative Portico Pvt. Ltd., one of India’s leading Bed & Bath brands, and ‘Best Use of Social Media and Communication Strategy’ went to India’s largest Furniture brand Godrej Interio.
For Creative Portico, the social media campaigns conceived and executed by Digital L&K Saatchi & Saatchi included the innovative Portico New York Pillow Fight App, a ground pillow fight event, #Pillowfightday - Twitter contest, The Pixella Campaign, I Am a Home Fashionista Contest, the Fashion@Home Blog and other initiatives.
The brand’s Facebook page can be accessed at facebook.com/Porticohome and the Twitter page via @Portico_NewYork
See the film at https://www.youtube.com/watch?v=Em6LoSesf84
The campaign for Godrej Interio won with a social strategy based around the larger brand promise of transformation. The social media engagement was predominantly driven by a ground level transformation in action campaign. It started by inviting people on social & digital media who needed transformation of their living spaces.
After a shortlist, a crack Godrej Interio team comprising of interior designers and product experts landed at their homes and gave their spaces a dream transformation using Godrej Interio products. All this was relayed via the official Godrej Interio social media channels as well as by the winners and their friends and family.
This campaign actually brought the larger brand promise of transformation alive and created a positive transformation network of optimism. This transformation of 25 homes across the country was handled end to end by the agency.
In addition the agency also initiated a mix of 10 topical and festive campaigns to engage with its social media fans.
From a social commerce perspective we also launched a property called Happy Hours to reward our facebook fans for their loyalty with some exclusive discounts & offers.
From a topical perspective, on Father's Day, Godrej Interio initiated 'There's something about Daddy' campaign on facebook and twitter with the leading hashtag #DadSays that trended successfully not just in India but worldwide as well.
campaigns included 'Gift A Transformation' (Parent's Day), 'History Inherited'
(Independence Day), 'Knot A Sibling' (Raksha Bandhan), 'Mera Patakedaar Yaar' (My Firecracker Friend) (Diwali) and Go
Jiyo Virtual 3D Transformation.
All these and many more social media initiatives helped Godrej Interio clinch the ‘Best Use of Social Media and Communication Strategy’ award at the prestigious Indian Retail Congress.