select shaadi campaign report

Private & Confidential

July-August 2014


Our Strategic Imperatives

• Introduce & launch a new personalized service “Select Shaadi” under the brand “Shaadi.com”

• Position it as the single go to authoritative personalised service for the parents without alienating the youth

– A combination of modernity & tradition – A cool, contemporary brand with a sense of humour coupled with a

persona that is responsible, empathetic , knowledgeable and has a lineage

• To clearly differentiate this service from the competition and leave a lasting impression on the audience’s mind through the TVC campaign– To get enquiries about the service from our target group

Objective


A 360 degree Innovative Marketing Campaign

Television (5 week campaign)– Keeping the Parents as TG, Hindi/Eng news, GECs and Movies were the

channel mix considered– Tata sky

Social Media– Twitter– Facebook– Whatsapp

Execution


Kernels of our Marketing Campaign

• Target parents without alienating the youngsters– Showcase a comfortable friendly relationship exists between dad and

daughter, less patriarchal and traditional than before

• The growing emphasis on ‘like-minded’ness amongst today’s youngsters looking for a groom/bride– Looking for the Double L (like-like)factor- a visceral thing called chemistry

• Confused parents trying to draw the line between community & chemistry – Looking for a mediator to bridge that so called generation gap

• Keeping the tonality light hearted, likeable and relatable with the TG

Click here for the TVC


Social Media- Launch & Pre Launch campaign on Facebook

• Pre launch – We focused on ‘Evolution of Communication’ and conducted two contests asking about the changes between generations. • During – We conducted a contest asking a question based on the TVC • Post launch - We focused on questions around the keywords ‘search’ and ‘assistance’

Results•Total Impressions – 225,186•Total Engaged Users – 6,184•Total Likes – 5707•Total Comments – 1824•Total Shares – 394

•Total Video plays on FB – 837•Total Likes on Select Shaadi TVC: 1094•Total Comments on Select Shaadi TVC: 1576•Total Shares on Select Shaadi TVC: 665


Social Media- Media- Launch & Pre Launch campaign on Twitter

•Pre Launch – Support for promotion of Facebook activities •During – Driving views to the First Watch on Facebook •Post Launch - A Contest using #LikeLike and #SelectShaadi asking followers to tell us things that have changed over generations.

Result•#LikeLike and #SelectShaadi trended in India and Worldwide for hours •One of the few brands who managed to trend two hashtags together globally on the same day for the same campaign•Started trending before the contest began •Total Impressions

•@Shaadidotcom – Over 30 Million•#SelectShaadi – 21 Million•#LikeLike – 28.5 Million •Over 6000 ReTweets•Over 1000 ReTweets through Shaadilive


One of a kind Whatsapp Contest- “Evolution of Communcation”

• Keeping in mind the theme 'Evolution of Communication'. We experimented with a contest held on Whatsapp. Participants were asked to create a Whatsapp group and call it #LikeLike by adding us (Select Advisor) and at least 3 more people from the older generation to the group. • This was initially a 4-day long contest, but due to great response from people, we extended the contest by 4 more days. We gave out a new topic everyday and people had to start a conversation around that topic. • We had over 5,500 conversations in total and 217 hyper-active participants with over 40 groups participating


Overall Campaign Impact

• Select Shaadi searches jumped by 178%

• Number of unique calls received during campaign period from those interested

- over 35000

• Daily average orders are up by 41%

• Added over 1500 followers on twitter

• Over 2.25 lakh impressions

• Youtube view 75,720

Results


Thank You