MUMBAI: Big Bazaar is known for its blockbuster sales which attract customers in millions. For this public holiday sale from 28 April to 2 May, it also gave an opportunity to customers to buy online. This was done with the intent to reach every nook and corner of the country where its stores were not present.
Big Bazaar created immense visibility for its 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 crowd source, drive awareness and encourage shopping both in-stores and online.
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. It tried static /video memes and 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 22 April, and RVCJ leveraged topical content and trends around conversations, for e.g. it created memes featuring IPL stars, and actors from the hit film Sonu KeTitu 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 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.
Future Group India group head for digital Pawan Sarda says, “We partnered with RVCJ media for them being one of leading content aggregators when it comes to crowdsourcing, creating snacky and engaging content which cuts across geographies and age segments. Its high rate of organic engagement being another critical factor worked well for the campaign.”
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 per cent, and reached out to an additional 2.5 million people on Instagram and 91K people via Twitter. And nine 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.
RVCJ Media founder and CEO Shahid Javed Ansari adds, “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 e-commerce portal. In the past we have generated 48 per cent 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.”
