Summary
Getting to interact with celebrities is often something the audience eagerly awaits. Getting not one, or two, but eight celebrities lined up for a live event in itself is the start of a successful campaign, but add to it a never-seen-before plug in of personalised links, prompting the users to shop exactly what they were looking for, now that's a recipe for social media success!
Challenge
Amazon Prime day is an exclusive members-only event that allows Amazon Prime members to take part in some of the biggest launches, offers and discounts of the year, across categories. While Prime Day is a highly-awaited occasion on its own merit, Blink Digital was tasked with taking things one step further, by introducing an innovative interaction format, the likes of which had never been seen or done in India ever before.
Objective
To meet the objective of driving more people to the Prime Day sale, we needed to come up with something amazing, that would not only drive Prime Awareness, but also drive traffic to the website, using the power of Social Media. The objectives of the campaign were three-pronged, and predominantly focussed on upper and middle funnel metrics: Build on the awareness about Prime Day. Educate consumers about the various deals and discounts on Prime Day. Lead people to the landing page of different products
Strategy
Insight : We Indians love our celebrities. And fans who love a particular celebrity want to know what they're doing, thinking, and most of all - what they are shopping for. So they keenly follow these celebrities on social media, engaging with all their content. Getting to interact with their favourite celebrities is something most of them would not miss a chance to do, which is why the simple act of a celebrity going live, pulls crowds in huge numbers. And if one celebrity going live is good, 8 celebrities is even better! Add this to Prime Day sale, which already has unbelievably good deals, launches, and discounts, and you're sure to grab a lot of attention. Campaign : And so, to go beyond, we created an unprecedented idea to be pulled off in India, an idea that combined social media, star power, a never-before-seen media innovation, and irresistible deals and discounts! We ensured our campaign stood out by letting users interact and engage with their favourite celebrities live, while also serving them a customized product list, complete with fantastic offers.
Data
The unique innovation idea needed a boost. This led us to identify what pushes people from consideration to conversion : 80% of consumers have purchased something via an influencer recommendation according to a survey run by Rakuten Marketing. 41% of customers discover new products because of influencers weekly and they not only help with brand recognition but also direct sales. As the media innovation on facebook allowed us to lead the audience to the product pages, partnering with influencers gave the idea the wings we needed!
Solution
Illustrate your creative solution (300 words) -We tied up with 8 influencers, across categories and had a celebrity hostess who brought the whole campaign together, on social. -The hostess, RJ Malishka hyped the Prime Day sale, while also interacting with Tech Burner, Malavika Mohanan, Rahul Subramanian, Rohit Saraf, Mrunal Thakur, Manushi Chillar, Chef Kunal Kapoor and Divyenndu Sharma -The influencers, while talking about their interests, projects, and life in general, also spoke about the products they're excited to buy from Prime Day. Since it was a live event, the audience were then asked to leave comments for the products they wanted to buy in the comments section. - With the purpose of driving consumer engagement, lead acquisition, and boosting sales, Amazon India and Blink Digital partnered with Amplify.ai to build a one-of-a-kind chat interface. - The interface generated custom-built responses on Facebook Messenger and redirected potential leads inquiring about, or even interested in, specific products to the website. - All users had to do was comment with the product they're looking out for during the sale, and everytime they commented the name of a particular product they wanted, they got a personalised message from Amazon, on FB Messenger. - The intelligent interface identified products through conversations and engaged them with personalized recommendations. Users commenting on Facebook Lives for Amazon Prime Day were engaged via personalized one-to-one recommendations in Messenger through Amplify.ai. - Clicking on the link would redirect them to the page for that product, and they could see the offer/discount on it and directly add it to their cart. This led to an increase in site visits, as well as directly boosting sales - It also led to a lot of people, who previously had no plans of shopping the Prime Day sale, checking out the product offerings
Results
This was an unparallelled social media activity in India, and brought in not only people who were looking forward to the sale, but importantly, also brought in a lot of people who previously had not intended to shop the sale at all, hence driving awareness and bringing people to our landing pages.. The activity led people to the landing page of the products on offer, thereby increasing the likelihood of purchase. It created an unmatched live shopping experience for our audience, and was an innovative use of influencers, along with FB Live and FB Messenger. Results: The live sessions on social grabbed thousands of eyeballs and resonated with our audiences. It drove a lot of engagement and conversation on social media. Some of the metrics : Total Impressions : 19,758,693 Total campaign Reach : 11,694,660 Total through-plays: 33,062 Video Views: 1,398,662 Total clicks: 125,030 Page engagement : 393,014
