Advertisment

HomeShop 18's catty digital campaign gets over 100mn impressions

MindShift Interactive designs digital campaign to make Billy and Sunny popular, uses WhatsApp as marketing tool for the first time in India

author-image
BestMediaInfo Bureau
New Update
HomeShop 18's catty digital campaign gets over 100mn impressions

HomeShop 18's catty digital campaign gets over 100mn impressions

MindShift Interactive designs digital campaign to make Billy and Sunny popular, uses WhatsApp as marketing tool for the first time in India

BestMediaInfo Bureau | Mumbai | July 7, 2014

HomeShop18

HomeShop 18's recent campaign featuring two adorable cats have received some good feedback. Taking the TVC forward, MindShift Interactive has designed a digital and social media campaign to carry forward the momentum.

Vikrant Khanna, CMO, HomeShop18, said, “We are delighted with the response that we have received from HomeShop18's 'Shopping Makes Me Happy' campaign. The blend of traditional and digital media ensured reaching out to each of our customer segments. The TVC assured mass reach and digital engagement guaranteed content for all. Using the lovable and clutter-breaking cats across digital through the specialised micro site, WhatsApp, memes and engaging contests have ensured success in the form of business impact and buzz for our brand.”

MindShift used jokes and memes to reach out to the audience and spread the message of 'Shopping Makes Me Happy'. For the first time in India, WhatsApp was also used as a marketing medium. Implemented on a mix of social media platforms – Facebook, YouTube, Twitter and a microsite - shoppingmakesmehappy.com - the online campaign managed to garner 100 million impressions in less than a month since its launch.

Around 200,000 WhatsApp subscribers and 140,000 YouTube views for the TVC, along with over 320,000 unique visits on the microsite, helped make the contests popular and make the campaign featuring Billy and Sunny Cats a household name. Several contests were also organised on the microsite, such as  #18HappyMoments, #HS18Trivia, #ShopForPop .

On WhatsApp, MindShift used the medium to spread happiness for users on-the-go via amusing memes and jokes through the father-son cat duo of Billy and Sunny, whilst providing offers to consumers as well. The customers also had an option to subscribe to these entertaining memes, updates on the Caturday Sales and exciting offers and be part of the enjoyable life of Bill and Sunny.

Zafar Rais Zafar Rais

“Consumers are increasingly making all their decisions through the digital medium, and hence, introducing the mascots through this route was an important part of the launch. With an interactive website launching the TVC and social media and mobile being used like never before, we've created a seamless connect between traditional and digital media to take it forward and create buzz, resulting in a MindShift within the advertising space. Being the first to use WhatsApp messaging without being invasive created an innovation within mobile marketing that was very well received,” said Zafar Rais, CEO, MindShift Interactive.

Website:

www.shoppingmakesmehappy.com

Credits:

Client: HomeShop 18

Digital Agency: MindShift Interactive

CEO: Zafar Rais

Head – Operations: Arashdeep Sandhu

Account Manager: Brinda Tanna

Influencer Relations Manager: Anusree Menon

Digital Marketing Executive: Nigel Almeida, Karan Kapoor

Info@BestMediaInfo.com

Info@BestMediaInfo.com

Advertisment