Ahead of Flipkart’s festive season sale- Big Billion Days, One Digital Entertainment and Twitter collaborated to launch a series of videos on the micro-blogging platform along with Twitter cards, which can directly take the consumers to the e-commerce website.
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Gurpreet Singh
As per Gurpreet Singh, COO and Co-founder, One Digital Entertainment, “This project is a part of our partnership with Twitter which we had conceptualised for Flipkart. In fact, it was Twitter who had approached us with a brief first, based on which we created our own ad concept of what can be done by the e-commerce player on Twitter.”
“The Flipkart team not only loved the concept but based on the various genres available on their e-commerce platform, they enlisted a few genres like technology, lifestyle and fashion that they wanted to target through the campaign,” he added.
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“This campaign is produced, promoted and executed by One Digital Entertainment and Twitter which highlights the USPs of various products to drive home the communication in a unique and engaging format,” he stated.
Moving ahead, Singh also pointed out that it was One Digital that identified as to which all influencers had to be roped in for the campaign, after which production of the ad videos was also managed by it.
This comes at a time when Twitter has opened the doors for driving content on the platform and is leveraging partnerships under its expanded programme - Twitter Amplify - to help brands in using the platform not only to ignite conversations but to lead conversions and drive results.
Kanika Mittal, Country Head, Twitter India, also took to LinkedIn to applaud the new partnership and said, “What a perfect example of Converse to Convert! Driving results across the Marketing Funnel with Sponsored Pops and by leveraging the power of our influential audience!”
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Furthermore, One Digital’s Singh also went on to add that OneDigital is not just an influencer marketing agency, but it handles the creatives and production through its own studios as well.
When asked about what is One Digital’s main focus point, “Our main focus is on the creator economy whether its digital entertainment, music, arts and or the overall influencer ecosystem,” he stated. “From pitching the idea, to finalising the influencers, to shooting the videos and then finally launching the ad campaign on Twitter, we took only three-four days to complete the entire process,” he stated.
In the Twitter campaign for Flipkart, One Digital used four creators- Kushal Tandon, Sejal Kumar, Alisha Singh and Dhananjay Bhosle for tech, fashion, lifestyle and luxury segments. In the ad video, the creators suggested some of the products from Flipkart’s inventory that can help the viewers in upgrading their lifestyle, and those which were available at amazing price points during the Flipkart Big Billion Days Sale.
At the end of the ad video, the creators also told the consumers about how they can win certain upgrades free of cost, by simply clicking a picture of Flipkart’s Big Billion Days logo and sharing what products they need an upgrade for and do not wish to adjust anymore.
When asked about what was the idea behind the campaign, Singh stated, “The idea was to create visibility and awareness within the creators’ fan base and help them reach and become a part of Flipkart’s Big Billion Days sale along with engaging the patrons in a more interactive mode.”
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