Overcoming marketing challenges during COVID-19

The Idea:

India is currently in a lockdown. The fear of coronavirus, loss of business, loss of employment and financial insecurity is haunting all who have locked themselves down. During these trying times, the humble window of your home is your gateway to the world outside. And, when people look outside their windows, they are ignited by the promise of humanity winning this fight against the coronavirus. Philosophically, the humble window is symbolic of the hope & positivity that is keeping everyone’s spirits alive while being locked down in their homes. ‘The Window of Hope’ unity drive is an attempt to emotionally appeal and connect the target audience to inspire the fraternity with their positive thoughts & wisdom.

Marketing Challenge:

Increase brand awareness during intense conditions of COVID-19 in India.
Manage and optimize the digital presence of HunterDouglas India through Social media contest.
Maximize online participations of Architects & Interior Designers for the contest.
Engage the target audience on social media platforms and in the process increase brand awareness & brand affinity.

The Objective:

Connect – Be present on the digital hangouts of the core target audience and generate attention.
Communicate – Create enthusiasm about the contest within the architects & interior designers and constantly maintain the interaction by sharing interesting posts, pictures, videos, etc.
Convert – Channelize the interest and enthusiasm among the architects to direct it to the website and thus maximize the product consideration.

The Platforms:

Facebook - Increase awareness and interactions
Instagram - Maximise reach and engagement on the platform amongst architects and interior designers
LinkedIn - Increase awareness among professionals while also increasing engagement
Email Marketing - Reach out to the relevant architect firms and professionals for increasing participation

Execution:

Involve the audience and increase participation
The Platforms :Facebook, Instagram, Linkedin & Email Marketing
The Method: The audience interest was maintained by asking architects to post their photographs with their window by tagging HunterDouglas India on their social handles.

Social Media Posts

Emailers

Whatsapp Marketing

Check the Campaign

The Result:

Interactions
Better Communication
- Our digital media activities multiplied and eased communication and information exchange between our client HunterDouglas and the architects & interior designers across major cities.
Higher Customer Satisfaction
- Our engaging communication caused a huge growth in social media followers & brand advocates.

The Conclusion:

15 days. 5 cities. 1 contest. 130+ Professional Participants.
By understanding the profile of the audience correctly and targeting the right Social Media platforms, we were able to get our campaign close to 252K unique reach and 420K Impressions through Facebook, Instagram, Linkedin & Email Marketing
The traffic to the website was increased by 13% via social media platforms.
As a result of regular updates that resonated with the target audience, the social media pages of the brand got 9K interactions and more than 10 percent of the members are still engaged on the page for future events.