MindShift Interactive created a social media campaign for HomeShop18, India's leading digital commerce platform, launched their new brand positioning and jingle recently. The objective was to create buzz around the jingle and embed it in the minds of the consumers through the digital space. Considering the core thought behind the new positioning and jingle was happiness, it only made sense for them to spread as much happiness to their fans and followers as possible. Having mundane contests was easy but surely over done! Hence they decided to break away from the clutter and do something unique and fun across digital! They leveraged social media’s greatest need - ‘conversations’ - and accelerated that with surprise elements! A mixture of influencers, caricatures and on-the-go videos added to the uniqueness of their #MakesMeHappy campaign. Each and every social network was leveraged to make users sing the #MakesMeHappy tune. Facebook, Twitter, YouTube, Instagram, Pinterest and Google+ were leveraged and the communication was synchronized with perfection!

1. Digital Outreach partners:

2. Create awareness about HomeShop18’s
new positioning and jingle
Drive maximum conversations

3. • To launch the new
‘Shopping Makes Me
Happy’ jingle
• Twitter is filled with
contests, almost
daily
• Tapping the right
audiences to interact
basis the new tagline
• There’s something
new launching
almost every week
• Create noise about
the campaign
• Audience attention is
best grabbed and
sustained when you
break away from the
clutter
•
Leverage social media with
its greatest power –
conversations!
•
Build upon an existing
relationship to spread
something simple…
Happiness!
•
Rope in an angle of
incentives to converse
towards a larger outreach
•
Surprise twitterverse with
something they’re not used
to – personalised caricatures
& a video highlighting it all
…. along with the jingle!

4. BIG
IDEA

5. Phase 5:
Phase 4:
Phase 3:
Phase 2:
Phase 1:
Conversations
about happy
moments take
over twitter
HomeShop18
starts surprising
people conversing
with Influencers
with Vouchers
Tweeps tag
@HomeShop18
along with
#MakesMeHappy
Personalized
Caricatures sent
out to Tweets
which signify
some exciting
happy moments
HomeShop18
launches a
video based
on the jingle
&a
compilation
of entries &
caricatures

6. Replacing our daily post, was a generic post on Happiness

7. Happy conversations are ignited

8. Generic conversations with happiness
Integration of the hashtag

9. Stand-up comedians added a
humorous twist to #MakesMeHappy

10. Miss Malini’s, famous fashion & lifestyle blogger
Klout score = 80

11. Ankita Gaba, Co-Founder, Social Samosa,
Klout Score = 58

12. Watch the video here: http://bit.ly/1jSdWbc

13. Total Tweets - 9,937
Timeline Deliveries - 17,229,339

15. AND HAPPINESS
SPREAD THROUGH
PERSONALIZATION…

16. Action
Reaction

17. Action
Reaction

18. Action
Reaction

19. 100 + RTs

20. HOW VIRAL WAS
#MAKESMEHAPPY?

22. 244,000 Outreach

24. THE HIGHLIGHTS OF
#MAKESMEHAPPY

27. Total
Interactions
1,928
Engagement
Ratio
8.5%
Total Reach
816,532

28. Total
Tweets
9,937
Total
Participants
3,342
Total Reach
636,540

33. 2nd position in India
Trended
across India for
+24 hours!

36. OUTREACH ACROSS SOCIAL MEDIA
YOUTUBE
INSTAGRAM
PINTEREST
GOOGLE +

37. Jingle with just the logo to
get things catchy
Participant entry
for Twitter contest

39. Happiness
announcements for
a keen Instagram
audience

40. A Board with all the happy
moments compiled together

41. Posts with all the happy
moments compiled together

43. 23Mn Overall Social Media Outreach
5549 Organic Video Views
87% Social Media Sentiment
4942 User Conversations
4.7Mn Influencer Outreach

44. Campaign Virality beyond Twitter & YouTube onto
Instagram, Pinterest, Facebook & Google +
Celebrities like Miss Malini & Mandira Bedi tweeted
using the hashtag
#MakesMeHappy trended across India for over 24
hours
The co-relation between Shopping & Happiness was
seen the highest
Success was defined by the ease of a generic
hashtag and the Caricatures which derived great
organic views for the video

45. QUOTE BY HS18 &
MSI
To break away from the clutter, it’s important for a brand to keep
innovating, and with HomeShop18 that’s how we create benchmarks.
The brief was towards letting everybody know about our new
Positioning and embedding our jingle in their minds. The response
and conversations we saw online is evidence of the success it
achieved.
-
Vikrant Khanna, Chief Marketing Officer, HomeShop18
We leveraged social media’s greatest need- Conversations, and
accelerated that with surprise elements to break away from the
clutter. A mixture of influencers, caricatures and creating on-the-go
videos added to the uniqueness of our #MakesMeHappy campaign.
-
Zafar Rais, CEO, MindShift Interactive

46. Digital Outreach partners: