Case Studies

   This Strategy worked Way Too fabulous

Challenge

eBay.in was turning 9 and wanted to celebrate it’s birthday with its fans and loyal customers. The intention was to give something back to the people as a way of saying ‘Thank You’ beyond just deals and sales. The challenge was to execute a fun activity that engages the community

Strategy

Extraordinary stems from ruling out the obvious.. We knew we had to do what everybody does, that is throw discounts, a party and deals. But on the digital media platform, these by themselves would have come across as dull and tedious. We wanted the occasion to be remembered for it’s energy, zest and fun all the while getting the result we wished from a deal or a discount.

Looking closer at the demographics & Psychographics of our fanbase we developed a strategy that ensures maximum engagement and interaction. and hence the virtual birthday bash through waytoofab.com was born, to host various engagement led activities based on “party” as a theme across social media platforms like Facebook, Twitter and Instagram.

Execution

The event was a happy one and nothing could beat an idea to spread happiness! Owing to eBay’s completion of 9 years, we introduced a 9 day digital party.

We kicked off the party with a day long laughter challenge with comedy star Suresh Menon. Acting as bouncer he challenged eBay’s fan base in a REAL TIME laughter challenge to make him laugh. We livestreamed the entire event on eBay's dedicated microsite with Menon choosing his favorites and giving all a laugh with tweets that didn’t catch his fancy. A digital first, the innovative live activity got responses that were varied, interesting and seriously laugh worthy. On consequent days we pepped up eBay India's Instagram page with a 'selfie' contest and innovations like 'musical tweets' based on musical chairs game, where the tweets had to coincide with the music playing in the microsite.

On the ninth day of the birthday bash (March 20) eBay India played 'bottoms up' with its Twitter followers. In this innovative game, a special application was created for the microsite where the users received a glass filled with party drinks which depleted with every tweet that a user made.

The idea was to finish as many glasses as possible by tweeting multiple times in a stipulated time frame. In addition, a special page was also created (ebay.in/waytoofab) to allow users who purchased products worth more than Rs 500 on March 12-14 to spin the Wheel of Magic. Every spin offered consumers an assured gift.

Results

Results And there we had a whooping many-million in terms of reach, over hundred thousand clicks, interaction and unique visitors soared. Our hashtags trended all over the country boosting twitter reach. Overall, we helped eBay India double their follower count throughout social channels in JUST 9 Days!!!

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