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Business Challenge: OfficeYes is primarily a B2B business. How do we promote and market their new B2C category of school stationery on digital platforms, with a minimal budget?
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How Office Yes successfully introduced a New Category via Twitter
OfficeYes is primarily a B2B business. How do we promote and market their new B2C category of school stationery on digital platforms, with a minimal budget?
Business Challenge
Most people cherish their school days, and remember their time in school with joy and fondness. Everyone has anecdotes from school. We took this insight, and created a strategy to connect with the parents of school children in an interesting, engaging fashion.
Our insight
We invited people to tweet their favourite memory from school with the hashtag #SchoolMemory and rewarded one winner each day with exciting school goodies.
The hashtag not only took them back to their cherished days but also led them to check out Office Yes’s latest Back-to-School Range of Products.
Our solution
#SchoolMemory
To build a genuine one to one relationship with our TG, we kept it to a subtle conversation about School Memories and purposely stayed away from blatant selling while reminding our followers that Office Yes had introduced a new range of products that might interest them.
Subtle selling
A number of celebrities joined in on the conversation on Twitter!
Celebrity participation
Even though the subtext of the campaign was to fetch visibility and sales of the brand’s new range of products, the #SchoolMemory hashtag was first and foremost about people revisiting their treasured moments of which the brand became a part.
Good feelings all around #SchoolMemory!
Good feelings all around #SchoolMemory!
Twitter engagement increase
Results
250 people
redirected to website
450 Mentions in
21days
158 Retweets
50 new
followers
1.6 Lakh Reach
99%engagement