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For Gitanjali Group`s MAYA JEWELS

What Campaign ?

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Facebook Campaign for

KOCHI –LULU MALL--STORE LAUNCH

The Brief

• To launch the first ever social media campaign for MAYA JEWELS KOCHI (LULU) store launch. (biggest mall in India)

• The campaign had to last for a minimum of 6 Days

• To make sure that the brand doesn’t get lost in the conversation, yet make people participate and engage in the ongoing launch activities through various social media platforms that are used by the brand

• Campaign should focus on KOCHI as a geographical region yet open to people from other regions of India

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Challenges?

• To create a series of engaging activities that shall not only help the existing fan base participate but also generate new additions

• Try and gather fan base from KOCHI in limited time, though the number of FB users in the region is limited

• Keep FANS involved on day to day basis

• While the focus was on KOCHI (south), fans from other part of INDIA should also must feel at home with the activities that are run through out the period (6 days)

• Increment in Fan Base and general people talking about it

• As many of the other jewelry brands originated from SOUTHERN INDIA, we had to create a unique mix of activities that attract south Indians and the rest

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The thought…

• Kochi Store Launch is a grand affair for MAYA JEWELS

• Updation on the store launch front has to be really active but again, the curiousness and intriguing nature of the fan base has to be played with

• The activities need to be bifurcated in three main categories; 1: Teaser 2: Declaration 3: Launch and Post Launch

• In the initial period the focus shall be on pre-launch activities, but when done, the activities have to be crafted as such as to neutralize the fan base

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It begins…

Namaskaram Kerala…

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What for the fans?

Namaskaram Kerala

• Never seen before teaser campaign leading to the final declaration

of store launch

• To feel of being a part of the overall process

• To share with the brand, the process related issues and successes

• Chance to be with Bollywood Actress Bipasha Basu on the Store Launch Day

• Winning Giordano Watches and Real Gold Coins (offline activity)

• To feel more of a relation of processes with the brand than just the products

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Teaser Campaign

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Teaser Campaign details…

• Multiple Facebook Cover pages leading to final declaration

• Creation of App that makes people participate in the same

• 3 Posts in a day on the time line (suggestive and guessable)

• Top 5 to guess the location would win a Giordano Watch each

• Days and Days of madness

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Cover Page 1

Namaskaram Kerala…

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Cover Page 2

Namaskaram Kochi…

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Cover Page 3

Namaskaram Edapally…

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TimeLine Post Creatives 1

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TimeLine Post Creatives 2

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TimeLine Post Creatives 3

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Declaration

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Cover Page 4 -- DECLARATION

Namaskaram LULU MALL…

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TimeLine Post Creatives 4

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TimeLine Post Creatives 5

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TimeLine Post Creatives 6 INVITATION for Launch…

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LAUNCH LULU MALL

(KOCHI) gets GOLDRAINED by MAYA JEWELS

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GoldRained- Participants won gold coins in return of fake coins

during launch, after redeeming them for winning token numbers.

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LuLu Mall gets Gold Rained People Participation..

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LuLu Mall gets Gold Rained People Participation..

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LuLu Mall gets Gold Rained People Participation..

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LuLu Mall gets Gold Rained People Participation..

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Actress Bipasha Basu Inaugurates the MAYA

JEWELS Kochi Store

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Live feed was provided in content form via FB & Twitter

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Time to bear fruits of all the hard work. It was a PACKED House !!!

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MAYA`s PR team did splendid job with PRESS…

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The Result, did it work??

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• Total Number of Daily People Talking about the Page Activity 6,123

• Maximum Weekly Number of People Talking about Brand reached 3,250

• Number of Likes Added 2134

• Average of friends of Fans Reached in one single day for all days 68,69,087

• Average of Fans reached Daily 38,460

• Average Impressions for the Period Daily 1,31,264

Maharashtra Navi Mumbai. 400705.

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