Social Media Case Study: Initiating Social Shopping For The Brand @home Stores

Initiating

Social Shopping for the brand

@home stores

@home is a retail division of Nilkamal

Limited

Nilkamal Limited is world's largest

manufacturer of moulded furniture, India's

leading manufacturer of Material Handling

Systems and has recently launched Mattress

manufacturing business

It offers…

Furniture

Soft Furnishing

Home Artifacts

Kitchen Accessories

And many more!

Challenge?

Discoverable DistinctiveDrive

Footfalls

To showcase @home as…

We used

To reach out to prospective buyers

BeforeFacebook – 9000 Fans

Twitter – 60 Followers

AfterFacebook – 90,000+ Fans

775+ FollowersTwitter –

Solution!

Conduct

compelling campaigns

Introduce concept of

easy home decor

Showcasing @home as –

Convenient

Cost Effective

Easy

Logic?

Learn! Do! Feel!

Creativity #1 ‘I am @home when…’

Participants were asked to complete the

sentence ‘I am @home when…’

Entries Received - 55

Total Votes/Likes – 244

Creativity #2 First Choice @home

Created to Boost engagement on the

Fan Page

Generated Brand Recognition & Recall

Created a simple yet effective

application to engage & drive users

from Facebook to the store to

increase footfalls


Coupons Downloaded by the Customers:

Vouchers Claimed:

Fans Growth-

All this happened in Just

292

164

1020

5 days

coupons redeemed

Minimum purchase of

Sales of


180

INR 1000 made by the customers

INR 1,80,000 made by the store in 4 days

Creativity #3 The Big Sale

Showcased countdown to the Big Sale by

changing Cover Photos everyday

Created Iframe for promotion

Uploaded Cover Photo to promote The Big Sale

Creativity #3 The Big Sale

Showcased products prices after sale via updates

Extended The Big Sale on public demand!

Creativity #4 Ghar Aaye Ganesha

Engaged Fans during festive season to

bring out user-generated content

Fans were asked how would they

decorate their house to welcome

Ganesha!

Creativity #4 Ghar Aaye Ganesha

Total Entries: 34

Total Votes/Likes: 559

Creativity #5 #ThingsIWantInMyHome

Leveraged Twitter to increase Brand

Presence

We plugged in Brand Connect by asking

them to tell us things they want in their home

Conversations around our store, Brand

Offerings, etc did take place


The clock struck 12pm!

Tweeps cheered up & progressed

+

=

#ThingsIWantInMyHome started trending!

Trended in India at No.1 for 30+ Hours


1500+ Tweets using #ThingsIWantInMyHome

200+ mentions to @athomestore

Engaged Influencers & other Brands with #ThingsIWantInMyHome

Creativity #6 Follow To Win

Conducted to generate interactions on Twitter by asking their favourite Home Décor item!

It build Brand Awareness on Twitter Platform

Creativity #7 Tweet To Win

It helped boost interactions on our Twitter Page by asking how @athomestore helps

them style their home

Followers were asked to Tweet how @athomestore helps them style their home

Creativity #8 Party @home

Participants will be asked to answer as to why they should

celebrate New Year’s at home rather than going outside

Total Entries received: 157

1045Total Votes/Likes:

Creativity#9 Invite & Win

Gained1848 Fans in 7 days…

Creativity #9 Invite & Win (2)

Total Fans Gained 1276

Creativity #10 DIY

Participants will upload a picture of their

hand-made creativity for their home


1,112Total Votes/Likes:

Creativity #11 The Perfect Valentine

Users will be asked to comment how they will make this year’s Valentine special for their loved one


1217Total Votes/Likes:

Creativity #12 #IWantToStyleMyHomeWith

Creativity #12 #IWantToStyleMyHomeWith

169 Tweets!

139 users mentioned!

371 Mentions & Retweets!

#IWantToStyleMyHomeWith trended in Mumbai for

22+ hours!

Creativity #13 #LoveIsWhen

Creativity #13 #LoveIsWhen

201 Tweets!

164 users mentioned!

129 Mentions & Retweets!

#LoveIsWhen started trending in Mumbai for

24+ hours!

Result!

Organic Fan Growth

Generated sales from Fist Choice @home

Community Growth

Average Engagement Ratio – 35%

About Us!WATConsult is a Social Media Strategy Consulting Arm of WATMedia Pvt Ltd.

Headquartered in Mumbai, India, WATConsult started in January 2007 and

since then has worked with over 75 brands. This has given us the experience

of guiding several companies in their endeavor to leverage Social Media for

their brand and brand engagement. By providing excellence in every aspect

of media creation, WATConsult has become the premiere social media

consulting firm in India that aims to be thought leader in the Social WAT

(Web, Advertising and Technology) space.

Thank You!

Email : [email protected]

Contact No: 9820761167