gozoop - pepperfry review/case study on colors of the rainbow

Objective

To drive Organic Traffic to the website

To celebrate the spirit of Monsoon

To impress upon the people that there is a search by color

option on the website which adds an extra dimension to the

usability.

Rainbow is one of the most beautiful sights during monsoon

and is a feel good factor.

The idea revolved around celebrating the sighting of a rainbow

and spread the feel good factor.

All a fan needed to do was navigate to the website, pick items

from each color of the rainbow and submit the respective links

on the application and tell the Brand which was their favorite

color of the rainbow and why.

The winner was decided based on their choices of products

and the answer.

Duration 7 Days

The winner was given a Brand New DVD Player.

COLOURS OF THE RAINBOW

Application Touch Points

Fan gate for conversion of Non Fans

The Landing Page: In Sync with the Monsoon theme

Contest Info: Simplicity is key

Enter Contest: Ease of use to the participants

We wanted the contest to be promoted without Ads and

grow organically, So we stopped our Fan building during

the campaign to measure results.

We stuck to the rainbow theme for the campaign and

painted our pages One color of the rainbow each day.

We used the following means to reach out to fans with

the message about the campaign:

New Cover pic every day with one of the rainbow colors

with a quote related to that color

Tab icon of the app were changed everyday in sync with

the Cover Pic

Strategy to Promote the Theme

Contest based posts

Facts about the color of the day

Post on what these Colors are called in diff languages

Strategy to Promote the Theme

Color themed Cover pic

Tabs when Red was the theme of the day

Tabs when Green was the theme of the day

Color theme Tab Icons

Color in Languages

Color in Languages

Color Facts

Color Facts

What Fans Did! Product Urls were collected in the backend

And the Winner!

Total Contest Entries in 7 days – 170

Organic Fan Growth – 585 Fans

Total Tab Views - 1,157

Total Visits to Website via Facebook – 2,171

Total Website Page Views – 12, 839

Average Visit Duration – 10mins

Bounce Rate experienced: 34.22%

Total Conversions on the website during the campaign

through Facebook Referral traffic: 332

And the Outcome!

Key Learning and Observations

Majority eCommerce providers look for website traffic as a key

measurement of social media ROI

It is important to find newer and finer ways of driving traffic

without compromising on the feel good factor of Social media

and the informal nature of the medium

Innovative means to drive traffic will always be appreciated

more so when the fans have a reason to go visit the website

However, not all brands will have the same result as “Product”

plays an important role in the overall scheme of things

Keeping the campaign relevant, current and consistent in

execution is Key to success