Image Source: Enthusiastic Participants
Organically reaching disparate audiences using current festive occasions
Weaving the current trending topics or festivals into your campaign is a strategy most marketers would vouch for. But how do you generate curiosity for and engagement with your brand when you are a bootstrapped start-up and have just started marketing in the digital space?
Here, we share our experience from our recent successful campaign.
Client:
FunKrafte InventoBox Pvt. Ltd. who is an emerging player in the extra-curricular education segment with a major product/service offering of DIY paper models for kids in the age group of 6 to 12 years.-
Challenge:
The buyer and user of the product/service belong to different demographic segments. The buyer is present on social media but the user is not.
In this case, how do we catch attention of and engage both buyers and users? -
Ideation:
We came up with the idea of a contest for Christmas which would involve both the buyers and the users. The company would reach out to the buyers who would then engage the users into participating.
The basic concept was to encourage kids to ideate and draw or make something out of paper, post it on social media and get a chance to meet Santa.
Since Christmas is associated with the joy of giving, we also allowed adults to participate so that they can offer their kids a visit from Santa as a gift.Campaign name - Show your Krafte to Santa. (#IWantToMeetSanta Contest)
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Execution/Result:
The intended end result was that both the parents and kids get involved in creating the craft items for the contest. In cases where the kids could not make actual paper models, they were also allowed to draw them up. This ensured wider participation from children with varying skills. It turned out to be so well-participated that even the grandparents were helping the kids to come up with the ideas in some instances.
Given below is the message from one such parent:My daughter participated because she really enjoys such activities. I like them too.
It was party-time on Christmas day. Excited at the prospect of having Santa come over, all of the winners had called their friends as well to meet Santa. The kids were visibly proud of hosting a party for their friends where Santa visited and played games. Adding to their happiness were the models of hand gliders (again, a FunKrafte product) which were gifted to all the kids. While this was happening, we interacted with the parents of the kids and explained the FunKrafte offerings to them.
The winners were also awarded DIY kits.
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Take-away from the campaign:
We could reach out to both the end users and the purchasers. In fact we got to engage with more users than what was previously deemed possible.
Moreover, the entire campaign was carried out organically and no paid campaigning needed to be done.