This time they wanted to move away from just being a value shopping chain to a place where every occasion can be made memorable. The challenge here was to build a campaign that does not hamper Brand Factory’s existing image and still give it a fresh look. So, Brand Factory wanted to begin this new campaign with Raksha Bandhan, were they capture the bond of brother and sister in a unique way.
What we did?
On Facebook, the contestants were given a chance to recollect and write down the special moments and memories, they share with their sibling. This contest was running offline at Brand Factory stores where the contestants could directly drop-in their entries. This offline activity was also promoted through Facebook.
After an overwhelming participation, 20 winners were selected on the basis of the best stories shared. These winners got gift vouchers from Brand factory. That’s not all, 4 lucky winners were given an opportunity to make this Raksha Bandhan all the more special for their siblings.
We made it even more special by seizing the priceless expressions of their surprised siblings on a video. This video was then uploaded and broadcasted through YouTube channel. The video went viral, and connected with the audience emotionally.
The video touched many hearts and became a trending topic on twitter.
The video was uploaded on YouTube, which has already fetched 1,31,761 views.
We shared the video on Facebook, which garnered 21K Likes and 44 shares.
220+ Users tweeted about the video, 2.5 Lakh accounts were reached and 5 Million impressions were garnered on Twitter making it an India trend for 2 days.
We were also covered by ScoopWhoop as a trending story.