Citi Bank #OMGSale – An integrated Digital PR and Content Marketing Case Study

 

Challenge

In this era where everything is going digital and is easily accessible online, shopping is one perspective that has reformed the most. Be it garments, electronics, footwear or home products - anything and everything now has an existence on the web. With such an enormous market and contenders around, our test was not exclusively to spread the word about the #OMGSale by Citibank but also surpass numbers of its predecessor Online Mega Sale by Citi Bank both in terms of sales and social media engagement. Also to promote their 24 e-commerce partners and educate people about the various offers they have during the largest Cyber Sale in India.

Strategy

Online marketplace is a huge circuit and to be visible we had to crack something that will engage people to the campaign and will generate good buzz for the Sale. So, we decided to unroll the campaign into 2 phases.

Pre-Buzz Campaign

We planned to create buzz around the #OMGSale on Twitter and to make the hashtag trending to garner immediate attention from customers. We decide to create a Social Media handle for #OMGSale to give updates, interact and engage people. Getting in collaboration with 5 bloggers to talk about #OMGSale and host campaigns on their blogs to create awareness and for a unique giveaway, where users had to follow us on social media platforms and answer simple questions around Cyber Sale season. We put together a group of people as Social media jury to evaluate all entries and give prizes to them. Creating content for all our 24 e-commerce partners per their product and kind of brand communication they adhere too and collaboration with their social media teams to increase outreach. After the buzz idea was to strategically change the communication to “Shop Now”. Using Twitter, Instagram and Facebook to communicate with the audience and create a mandate of “Stop shopping because biggest Sale is around the corner”. Creating pre and post campaign QnA for all 24 e-commerce partners so that they can interact with their customers.

Execution

The Citi Bank #OMGSale started on 1st December and continued untill 5th December. For the first three days, we ran the activity from 9 AM to 6 PM promising to reward the 10 most interesting tweeters every 2 hours. Given that a winner could win again if they continued to participate with relevant answers. At the end of day, most interesting participant was awarded with a mega prize of 5000 from Yebhi decided by our jury. Several other events were being executed along-side. Our e-commerce partners also conduced campaigns on their social accounts to ask questions every day, whose winners were decided by the same jury and winners were declared next day. Rewards were also given to the most fascinating #OMGSale post on Instagram too. Another hashtag #ShopNow was used to engage mass audience into the lure of shopping online. Five tech bloggers (including Shoutmeloud, Gadgetstouse, Mobigyaan, Android Advices and TelecomTalk) were included to organize OMG giveaway, to give away 3 vouchers from Yebhi of Rs. 5000 each which helped to divert blogs dedicated audience to our Twitter handle and engage with them in activity going on.

Campaign Results

• 27,500 Tweets
• 1,100 contest entries
• 63 hours of national visibility on twitter
• 71% increase in average daily sales.