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Fiama Di Wills uses Twitter power to launch shower gel

Executed by Interactive Avenues, the digital campaign used a ‘tweet counter’ for the launch of ‘Jewel’ shower gels, leveraging the Wills India Fashion Week platform

BestMediaInfo Bureau | Delhi | October 30, 2014


In a world where boundaries between virtual and actual have almost ceased to exist, it has become extremely important for brands to keep re-inventing the ways in which they showcase their offerings to consumers. Keeping up with this spirit of innovation, Interactive Avenues launched a unique digital engagement campaign for ITC’s new range of Fiama Di Wills shower gels (Jewels), designed by fashion designer Masaba Gupta, which concluded at the Wills India Fashion Week.

What made the launch unique was a tweet counter, powered by #FiamaShowerJewels, which queued up the bottles and prepared them for launch with every single tweet. The moment the tweet marker reached the set tweet number, it triggered the bottles to rise from a designer platform, unveiling them to the audiences at the Fashion Week.

The entire activity garnered an estimated reach of 46.4 million impressions, from 10,602 Twitter mentions. As a result of which, the conversations went soaring high, and by the time the launch was ready, the tweets had already crossed the 8000+ count and the hashtag (#FiamaShowerJewels ) ended up trending on Twitter prior to the launch.

Shantanu Sirohi, COO, Interactive Avenues, said, “We have always believed that the power of digital permeates across mediums. With the increase in smartphone proliferation, digital has emerged as one of the strongest propagators of word-of-mouth publicity, and it has become extremely important for brands to ensure that on-ground activations are backed by an innovative digital outreach. Realising this, the digital activation which we did for Fiama Di Wills, ensured that we kept the end consumers at the center of the activity, with the tweet-powered launch. Launching at a platform like WIFW also helped us organically engage with various social media advocates, who also contributed towards spreading the word and snowballing this amazing crowdsourced product launch.”


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