Digital agency FruitBowl Digital brought together household and Christmas elements as part of the property solution provider’s festive campaign
BestMediaInfo Bureau | Mumbai | January 2, 2017
Real estate and property solution provider HDFC RED came up with a campaign, #ChristmasIsRed, this festive season. Executed by FruitBowl Digital, a Mumbai-based digital marketing agency, the initiative brought together household and Christmas elements.
The campaign, #ChristmasIsRed, was an example of social media marketing and specifically driving traffic to the brand. With growing difficulty in finding the right kind of house, emerging online portals are making it easy and quick for customers. HDFC RED is one such real estate and property solution provider that offers a wide range of assorted options.
The objective of the campaign was to bring together the emotional quotient of Christmas and the elements of a house. The festive season was the ideal time to bring together these two elements and convey the message.
The idea was executed through a series of Twitter updates. Christmas elements such as decoration balls, stockings, Christmas trees, candy canes and gifts were shown in a creative manner, merged with daily objects that we can find in a house -- door keys, sofa, door knob, window panes and lock.
The brand asked the audience to find their dream home this Christmas and celebrate the joy. The audience connected with the idea because of its topical nature and the campaign found wide acceptance.
The #ChristmasIsRed campaign had a profile reach of over 3,000 and over 500 per cent increase in engagement for the brand. Every tweet received a maximum of about over 80 re-tweets.
The campaign ended with a themed greeting update, which was creatively crafted to align the brand and the festival. Overall, the campaign was successful in increasing page following, getting spiked engagement rate, increase in overall impressions rate for the handle and improving the awareness factor for the brand. It was a valuable lesson on how to leverage your brand’s proposition with a particular festival.
Rohan Gandhi, Digital Media Head, HDFC RED, said, “The idea was to show the festive cheer of Christmas and relate it to household elements. Every creative highlights the essence of celebration by using subtle details that are an integral part of a household.”
Dedeepya Reddy, Co-Founder, Fruitbowl Digital, said, “We wanted to do something creatively radical, something that will stand out on Twitter this festive season. We saw an opportunity to display our creative prowess and went ahead with the idea. The fact that we got such a positive and fruitful outcome for a two-day campaign only shows the potential of the brand to creatively explore the medium.”