Social Media Case Study on Initiating Social Shopping For The Brand @home Stores by WatConsult

1. Initiating
Social Shopping
for the brand
@home stores

2. @home is a retail division of Nilkamal
Limited
Nilkamal Limited is world's largest
manufacturer of moulded furniture, India's
leading manufacturer of Material Handling
Systems and has recently launched Mattress
manufacturing business

3. It offers…
Furniture
Soft Furnishing
Home Artifacts
Kitchen Accessories
And many more!

4. Challenge?
Discoverable Distinctive
Drive
Footfalls
To showcase @home as…

5. We used
To reach out to prospective buyers

6. Before
Facebook – 9000 Fans
Twitter – 60 Followers
After
Facebook – 90,000+ Fans
775+ FollowersTwitter –

7. Solution!
Conduct
compelling campaigns
Introduce concept of
easy home decor

8. Showcasing @home as –
Convenient
Cost Effective
Easy

9. Logic?
Learn! Do! Feel!

10. Creativity #1 ‘I am @home when…’
Participants were asked to complete the
sentence ‘I am @home when…’
Entries Received - 55
Total Votes/Likes – 244

11. Creativity #2  First Choice @home
Created to Boost engagement on the
Fan Page
Generated Brand Recognition & Recall
Created a simple yet effective
application to engage & drive users
from Facebook to the store to
increase footfalls

12. Creativity #2  First Choice @home
Coupons Downloaded by the Customers:
Vouchers Claimed:
Fans Growth-
All this happened in Just
292
164
1020
5 days

13. coupons redeemed
Minimum purchase of
Sales of
Creativity #2  First Choice @home
180
INR 1000
made by the customers
INR 1,80,000
made by the store in 4 days

14. Creativity #3  The Big Sale
Showcased countdown to the Big Sale by
changing Cover Photos everyday
Created Iframe for promotion
Uploaded Cover Photo to promote The Big Sale

15. Creativity #3  The Big Sale
Showcased products prices after sale via updates
Extended The Big Sale on public demand!

16. Creativity #4  Ghar Aaye Ganesha
Engaged Fans during festive season to
bring out user-generated content
Fans were asked how would they
decorate their house to welcome
Ganesha!

17. Creativity #4  Ghar Aaye Ganesha
Total Entries: 34
Total Votes/Likes: 559

18. Creativity #5  #ThingsIWantInMyHome
Leveraged Twitter to increase Brand
Presence
We plugged in Brand Connect by asking
them to tell us things they want in their home
Conversations around our store, Brand
Offerings, etc did take place

19. Creativity #5  #ThingsIWantInMyHome
The clock struck 12pm!
Tweeps cheered up & progressed
+
=
#ThingsIWantInMyHome started trending!

20. Trended in India at No.1 for 30+ Hours
Creativity #5  #ThingsIWantInMyHome
1500+ Tweets using
#ThingsIWantInMyHome
200+ mentions to @athomestore
Engaged Influencers & other Brands
with #ThingsIWantInMyHome

21. Creativity #6  Follow To Win
Conducted to generate interactions on Twitter by asking their favourite Home Décor item!
It build Brand Awareness on Twitter Platform

22. Creativity #7  Tweet To Win
It helped boost interactions on our Twitter Page by asking how @athomestore helps
them style their home
Followers were asked to Tweet how @athomestore helps them style their home

23. Creativity #8  Party @home
Participants will be asked to answer as to why they should
celebrate New Year’s at home rather than going outside
Total Entries received: 157
1045Total Votes/Likes:

24. Creativity#9  Invite & Win
Gained1848 Fans in 7 days…

25. Creativity #9  Invite & Win (2)
Total Fans Gained 1276

26. Creativity #10  DIY
Participants will upload a picture of their
hand-made creativity for their home
Total Entries received: 125
1,112Total Votes/Likes:

27. Creativity #11  The Perfect Valentine
Users will be asked to comment how they will make this
year’s Valentine special for their loved one
Total Entries received: 144
1217Total Votes/Likes:

28. Creativity #12  #IWantToStyleMyHomeWith

29. Creativity #12  #IWantToStyleMyHomeWith
169 Tweets!
139 users mentioned!
371 Mentions & Retweets!
#IWantToStyleMyHomeWith trended in Mumbai for
22+ hours!

30. Creativity #13  #LoveIsWhen

31. Creativity #13  #LoveIsWhen
201 Tweets!
164 users mentioned!
129 Mentions & Retweets!
#LoveIsWhen started trending in Mumbai for
24+ hours!

32. Result!
Organic Fan Growth
Generated sales from Fist Choice @home
Community Growth
Average Engagement Ratio – 35%

33. About Us!
WATConsult is a Social Media Strategy Consulting Arm of WATMedia Pvt Ltd.
Headquartered in Mumbai, India, WATConsult started in January 2007 and
since then has worked with over 75 brands. This has given us the experience
of guiding several companies in their endeavor to leverage Social Media for
their brand and brand engagement. By providing excellence in every aspect
of media creation, WATConsult has become the premiere social media
consulting firm in India that aims to be thought leader in the Social WAT
(Web, Advertising and Technology) space.

34. Thank You!
Email : contact@watconsult.com
Contact No: 9820761167