Big Bazaar is known for its blockbuster sales, which attracts customers in the millions. For this Public holiday Sale, they also gave an opportunity to their customers to buy “Online”. This was done with the intent to reach every nook and corner of the country where their stores were not present. Big Bazaar created immense visibility for their ‘Public Holiday Sale” campaign and pushed visitors to try online shopping by partnering with RVCJ Media to create a buzz on social media.
The single point agenda for all communication was to crowdsource, drive awareness & encourage shopping both in-stores and online, during their sale from 28th April – 2nd May 2018. Big Bazaar wanted to drive purchases of a variety of products like kitchen appliances, suitcases, cookware, trimmers, bedsheets, Television Sets, mobile phones and other electronic goods. They tried static /video memes & WhatsApp conversation videos to highlight deals and specific offers, across these categories.
The campaign went live on all social media platforms including Facebook, Twitter, Instagram and YouTube, on 22nd April, and RVCJ leveraged topical content and trends around conversations, for e.g. they created memes featuring IPL stars, and actors from the hit film SonuKeTitu Ki Sweety, to relate with customers and create visibility for their client. Using witty pop culture references, RVCJ created funny static memes, video memes in Hindi also dubbed in a variety of regional languages like Tamil, Telugu, Kannada, and Bengali, WhatsApp Conversation GIF videos, and articles to craft a 360-degree campaign.
RVCJ also created a hilarious sketch based ‘hero video’ to anchor the campaign, featuring well-known artists and familiar faces. The theme of the hero video was ‘Indians During Sale’ and showcased quirks and people’s eagerness to get the best discounts during an e-commerce sale and integrated Bigbazaar.com cleverly, within the narrative. The ‘Indians During Sale’ video performed exceedingly well, getting 1.5 Million views on Facebook alone, and crossing 512K views on YouTube.
“We partnered with RVCJ media as they are one of the leading content aggregators when it comes to crowdsourcing, creating snacky & engaging content which cuts across geographies and age segments. Their high rate of organic engagement being another critical factor worked well for the campaign”
stated Mr. Pawan Sarda, Group Head – Digital, Future Group India.
A high frequency of a variety of interesting content ensured that the message reached the maximum number of people. For instance, a static meme using a picture of Ranveer Singh for a before and after effect, to push the sale of a trimmer was liked by over 51k people. And overall, the 14 static meme based campaign got a total reach of 1.59 Million on Facebook, with an engagement of 21.2%, and reached out to an additional 2.5 Million people on Instagram and 91K people via Twitter. And 9 video memes achieved a good amount of traction with 2.5 million views on Facebook and seven video memes distributed via Instagram fetched 1.2 Million views.
Commenting on the Public Holiday Sale campaign Shahid Javed Ansari, Founder and CEO of RVCJ Media said,
“Big Bazaar has partnered exclusively with RVCJ on all digital platforms for the past few months and this is the fourth campaign we are working on together. Our ability to tap into what is trending, our understanding of what works with Indian audiences and our pan-Indian regional language reach helped us create awareness about Big Bazaar’s ecommerce portal. In the past we have generated 48% of traffic for them during a sale, using viral memes and other popular content like sketch-based humorous videos. We hope to continue doing good work for them in the future.”
