Winner Details

Summary

Live Shopping Experience with Celebs Getting to interact with celebrities is often something the audience eagerly awaits. Getting not one, or two, but eight celebrities lined up for a live event in itself is the start of a successful campaign, but add to it a never-seen-before plug in of personalised links, prompting the users to shop exactly what they were looking for, now that’s a recipe for social media success!

Challenge

The challenge: While Prime Day is a highly-awaited occasion on its own merit, Blink Digital was tasked with taking things one step further, by introducing an innovative interaction format, the likes of which had never been seen or done in India ever before. To do this, the campaign needed to dive deep into: Understand how people shop online Understanding how people use particular platforms & Understanding how people want to engage with influencers The Approach : Our research highlighted how our consumers were interested in influencers and their opinions while making purchasing decisions. We also understood how our consumers wanted to interact with influencers they admired. This gave us an opportunity to create live sessions with influencers where our audience could learn about: - New products that the influencers used/ wanted - Benefits of having a Prime membership - Various offers and deals available during the Prime Day sale

Objective

Our overall objective was full-funnel: - Build on the awareness of Prime Day, - Educate consumers about the various deals and discounts, and simultaneously lead them to the landing page of different products on Prime Day But the KPIs attached to each of these was tremendous: For awareness, we wanted to 2x our traffic on the two main Prime days For education on deals and discounts, and to lead people to the landing pages of products, we set an ambitious target of redirecting over 75% of all engaged, relevant traffic to the Prime Day website pages Hence, to achieve these objectives we needed to come up with something amazing, that would not only drive Prime Awareness, but also drive traffic to the website, using the power of Social Media.

Strategy

Audience Insight : It is a prevalent truth that we Indians love our celebrities, and seek to emulate them in many ways. This means the fans who loved a particular celebrity wanted to know what they’re doing, thinking, and most of all - what they are shopping for. Channel Strategy : We leveraged the keen interest our consumers have in influencers, by partnering with 8 different influencers to talk, interact and engage the audience while taking them through their favorite products on Facebook - best known for its reach, and Instagram - best known for its ability to generate engagement, and highlight the amazing deals and offers available to them on Prime Day while also leveraging platform innovation to DM the interested consumers direct links to the products they saw on the screen. With this information we partnered with 8 different influencers and, to go beyond, we created an unprecedented idea to be pulled off in India, an idea that combined social media, star power, a never-before-seen media innovation, and irresistible deals and discounts! We ensured our campaign stood out by letting users interact and engage with their favourite celebrities live, while also serving them a customized product list, complete with fantastic offers.

Data

Indians love celebrities - this much everyone knows. But to be sure of how effective it would be to use celebrities and influencers for our Prime Day campaign, we needed to double down on the data. Here’s what we found: A survey run by Rakuten Marketing showed us that a whopping 80% of consumers have purchased something via an influencer recommendation Not only that, but we also found that influencers not only help with brand recognition but also direct sales, with 41% of customers discovering new products because of influencers, on a weekly basis. These critical data points corroborated our insight with hard facts. And this is what we used to create effect.

Solution

- We tied up with 8 influencers, across categories and had a celebrity hostess who brought the whole campaign together, on social media. - The hostess, RJ Malishka hyped the Prime Day sale, while also interacting with Tech Burner, Malavika Mohanan, Rahul

Results

The live sessions on social grabbed thousands of eyeballs and resonated with our audiences, driving heavy engagement and conversation on social media. In absolute terms, we achieved: - Total Impressions : 19,758,693 - Total campaign Reach : 11,694,660 - Total through-plays : 33,062 - Video Views: 1,398,662 - Total clicks : 125,030 - Page engagement : 393,014 Compared to our percentage objectives, we not only achieved, but over-achieved both. We wanted to 2x our traffic on the two main Prime Days, and we managed to slightly overachieve on this number. Additionally, we aimed to redirect at least 75% of engaged relevant queries to the relevant Prime Day website links, and we managed to redirect 80% of traffic in this regard.