22 Oct 2017
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HomeShop18’s #MakesMeHappy campaign, by MindShift Interactive, goes viral engaging 23Mn users within 24 hours!

MUMBAI: MindShift Interactive, leading digital marketing and research firm, successfully completed a comprehensive Social Media campaign that created an unprecedented buzz for HomeShop18’s new ‘Shopping Makes Me Happy’ jingle. The one-of-its kind social media campaign was emotionally driven to bring a singular opinion asking people What makes them happy. The campaign garnered an overall outreach of 23 Mn users across Social Media, trending for over 24 hours across India and engaged a total outreach of 816,532 on Facebook, 636, 540 on Twitter and 240,000 on Instagram. The success of this campaign was defined by the use of a generic hashtag and personalized caricatures that resulted over 5000 organic views for the video which contained HomeShop18’s jingle.

The campaign was built in 5 phases with Twitter conversations revolving around happiness and excitement amongst key opinion leaders& vibrant digital enthusiasts. The interactions started with influencers exchanging tweets with reasons and people that made them happy across Twitter. The conversations with ‘Happy’ thoughts saw huge traction on Twitter with several people talking about their experiences as a result of which HomeShop18 surprised people with vouchers to increase the happiness quotient. With conversations at a peak with influencers and followers alike, HomeShop18 announced the Shopping Makes Me Happy Jingle video and encouraged their followers to share happy moments using the hashtag #MakesMeHappy. The hashtag trended along with augmented conversations, interactions & live tweets, resulting in increased dialogue amongst digital enthusiasts. Audiencesincreased the sentiment outreach further by engaging their followers on topics involving shopping, family, love and all things that made them happy.The largest innovation in the campaign that makes it stand out from the usual ones was the creation of personalized caricatures that brought alive the tweets on happiness and were gifted to each person as a surprise on their timeline. These personalized caricatures created an elevated enthusiasm amongst the influencers which gave an opportunity to MindShift to anchor a one-of-its kind ‘Caricature Video’. The video was made on-the-go and was a compilation of the innovative tweet caricatures, happy moments uploaded by followers and with background music that represented it all; the HomeShop18 jingle. This was shared across the social media realm by HomeShop18’s owned platforms on Facebook, Twitter, Instagram, Google+, Pinterest and of course YouTube, giving a total of over 5500 organic views within 3 hours.

Well known celebrities like Mandira Bedi, blogger Miss Malini, stand-up comedians like Kunal Rao and Sahil Shah alsogot involved in the campaign and were seen sharing emotions around what #MakesMeHappy. Network expansion was generated through engagement activities with popular brands from the hospitality sector& several e-commerce portals.

Commenting on the immense response garnered through this campaign, Zafar Rais, CEO of MindShift Interactive said “We leveraged social media’s greatest need-Conversations, and accelerated that with surprise elements to break away from the clutter. A mixture of influencers, caricatures and creating on-the-go videos added to the uniqueness of our #MakesMeHappy campaign resulting in the attention of 23 million individuals across social media.”

As quoted by Vikrant Khanna, Chief Marketing Officer, HomeShop18 “To break away from the clutter, it’s important for a brand to keep innovating, and with HomeShop18 that’s how we create benchmarks. The brief was towards letting everybody know about our new positioning and embedding our Shopping Makes Me Happy jingle in their minds. The response and conversations we saw online is evidence of the success it achieved.”