Introduction
Pat on the Back, a property of Volini launched itself with an initiative to let users appreciate the special women in their lives by sending an appreciative Pat on the Back.
This woman’s day, Volini has brought back its last year’s successful campaign, “Volini Pat on the back”, to applaud the special women in our lives.
Objectives
The main aim of the campaign is to engage with the users and make use of the opportunity like International Women’s Day to increase the traffic.
Execution
Considering the nature of the product there’s no direct way to seek promotion but by engaging users with soft stories that involve pain, success and gratitude. Volini did exactly this and encouraged consumers to step up and appreciate women in their lives by thanking them and sharing their stories.
Users can do so by sending them a Volini pat on the back. They can use digital medium (Facebook or Microsite) or through the IVR by sending a SMS or making a call on the toll-free number. Best messages will be gratified by sending a special gift to both the pat sender & the receiver.
Not just Facebook, this year Volini came up wit a website dedicated to this campaign only.
Once the message is selected user can mail his/her message with the personalized picture attached to add to the feeling.
Apart from messages, there is option to send an e-card as well.
This activity is promoted extensively across digital platforms and also supported through radio, print and television advertising. Besides these on ground activation are also been undertaken in key corporate hubs and malls to create buzz and encourage people to participate in the event.
Positive
The brand carried forward from its previous “Gain with pain” campaign which kept the users engaged and helped in building upon the traffic gained then.
The entire website dedicated for the cause was a plus one from the same campaign that held last year.
The campaign was structured in such a way that people from all age groups could participate.
Facebook page was active in responding to participants which kept them going.
Scope for improvement
The main attraction, the website, didn’t show the messages that users sent across to their relatives or friends and the gallery option wasn’t appealing either.
The message and the picture don’t seem to justify each other.
Twitter handle of the brand is outdated and hence fail to engage the users which bounded the reach of the campaign.
YouTube could have given the major boost to the entire campaign. Short videos or movies capturing the entire “Pat on the back” endeavor could have generated possibility of making it viral. (Like videos by british airways)
Conclusion
All and all entire campaign was successful but there is scope for improvement as it was carried on from last year and apart from the website nothing much was added this year.
The post Social Media Campaign Review: How Volini’s “Pat on The Back” Campaign Leveraged Women’s Day appeared first on Social Samosa | Indian Social Media Knowledge Storehouse.