PROJECT DETAILS

Making brides feel special and winning awards for Viviana Mall

PROJECT DESCRIPTION

Viviana Mall won the Best Social Media Campaign for Mall Brands- Asia Pacific- ISCA 2015 for the Bride-To-Be campaign.

Viviana Mall is one of the largest malls in India. In order to make the Wedding Season special for all the brides, White Rivers Media in association with Viviana Mall organized ‘Bride-to-Be’ – a contest wherein one lucky contestant was to be selected and given a complete wedding trousseau.The contest was floated through social media where all the to-be- brides could participate in the contest by sharing their details.

The buzz regarding the contest was created by posts on social media handles like Facebook, Instagram, and Twitter. The promotions were also done within the mall. The target audience was women in the age group of 23 to 27 years. The operational strategy was to reach out to the right set of the target audience by targeted ads for females who recently got engaged and had liked wedding pages on Facebook related to clothes, jewellery, shoes, designer collection, etc. Facebook ads were redirected to a Google form where participants could fill in their details to register themselves. Another prominent aspect of the campaign were the ads that were geographically created and targeted to females living within the proximity of 15 km from the mall. We received a whooping 600 entries for the contest, out of which 20 were short-listed for the finals. The Viviana team personally met these 20 contestants and selected one lucky bride-to- be. The winner was given a tour of all the brands associated with the contest where she could pick up products of her choice.