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How Korum Mall Celebrated an Electric Dussehra with a Successful Online Campaign

  • Brand

  • Korum Mall is a shopping mall located in Thane city of Maharashtra, India. It is home to a number of branded shops.

  • Campaign

  • #ElectricDussehraatKORUM

  • Objective

  • On account of Dussehra, Korum mall had a sale on electronic appliances. The objective was to create a buzz about the same and get people excited about buying new electronic appliances from the mall.

  • Strategy

  • It is a tradition to buy new things on Dussehra. The idea of #ElectricDussehraatKORUM was to focus on the necessity of buying new electronic appliances. We decided to highlight why it is time to replace the old ones.

    Another way to get people engaged and involved with the campaign was to have a contest with the same objective. We came up with the idea of asking our audience 'Who invented this electronic device?' A picture of the inventor was used on the posts as a hint. The contest got people actively involved, not just by answering the question but also by sharing the contest with friends.

  • Execution

  • Quirky social media posts were created with this concept in mind.

    Similar posts were created for the contest as well.

    We started the campaign by sending an email newsletter to people, informing them about the sale.

    This was immediately followed by the campaign on Facebook and the contest on Twitter. The contest was cross-promoted on Facebook.

  • Result

  • The campaign concluded with a video compilation of the event and by announcing the winner of the contest.

    The campaign, overall, received close to 3 thousand interactions on social media and the contest alone engaged 3 thousand people with close to 700 people retweeting it.

    The video was a huge hit. It garnered more than 10K views and over 200 interactions.

    The campaign succeeded in creating a buzz about the sale and got people to go shopping and have an #ElectricDussehraatKORUM

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