Idea/ Approach:

As people, we love to dream big and want them to come true. We used this insight to create a real time social data visualisation site to connect buyers & sellers.

The idea was to launch a campaign on International Dreams Come True day- 13th Jan and make people talk about their desired & aspirational products (Products that they could only dream of) on twitter. Once the users would tweet, the brand within seconds would send an automatic response to every tweet with a link to the products that the tweeter dreamed of.

These user generated tweets would then be represented in a visualization in of a – ‘Universe of Dreams’. Here sellers could come and see that there is a desire for all types of products and provide the sellers the functionality to post their ads from within the micro site.

Implementation & Timeline

To engage users in conversation and influence them to tweet about their dreams we created a bespoke content strategy with twitter influencers that would help initiate social chatter about the wants and desires users had. Conversation buckets were curated so that they could get people to talk about their product needs in different life situations.

To develop this intelligent algorithm twitter dashboard we took 3 months and the campaign ran for 8 days.

It had 3 phases. 1st phase we let users tweet with #hashtags and keywords.

Next phase was the launch of dashboard on Jan 13 the brand was introduced in the conversations here. Interactive banners were used to urge people to tweet for products they need.

Last phase was sustenance with the relevant hash tags to keep the conversations going.

Scale:

The campaign went viral we trended on

• We severed 4,000,00 impressions within 7 days

• 6000+ tweets generated from consumers talking about their aspirational products

• Out of 8 Hashtags we trended in top 10 for 6, organically.

• #DreamsComeTrue hashtag trended for 8+ hours on Jan 13

• Other brands started using #DreamsComeTrue hashtag once it started trending on twitter

• Buyer traction increased by 3X

• We received ad postings from this campaign at 1/3rd the cost compared to other campaigns.

• Success of the campaign was covered on various online portals such as Adgully, Economic Times & Advertising Age

• It was also covered on news channels like ET NOW.

• The Dreams Come True website received the Judges nomination for AWWWARDS