Croma Gets People To Make a #CromanticGesture On Valentine’s Day
Background:
Croma, India’s first electronics retailer, has captured Gen Z and millennials by blending tech-savvy experiences, a strong online presence, and curated products that resonate with their lifestyles. So when Valentine’s Day was just around the corner, we thought, why let the youth count on the conventional gifting methods? Hence, we twisted the game a bit.
Challenges:
1. Transforming the way we approach gifting from the conventional to the exceptional. Croma’s gadgets will offer a thoughtful and value-added alternative.
Objectives:
1. Establishing a strong brand recall
2. Increase in sales/Footfall
Creative Solution:
On a day as big as Valentine’s Day (especially for you BAEs), we thought, will a set of roses and chocolates alone bring an ‘awe-worthy’ reaction?
We no longer wanted to hear that romance is dead. So, we twisted the conventional romantic gestures into Cromantic gestures which will allow you to gift something even more thoughtful and romantic in the same price range!
Strategy & Execution:
How do we let the youth know about our Cromantic gesture though?
We went all out. Literally. A billboard showcased to our audience that roses & chocolates are old-fashioned, and the Cromantic gesture is the new cool. Well, the whole town agreed to it including peer brands and creators who later joined in the conversation.
Taking the same on-ground, we hosted an activity with creators asking customers in stores Cromantic questions encouraging positive chatter and a spike in footfall. The lucky winners received vouchers worth ₹10,000 followed by some fun posts on socials, we concluded the campaign with:
Further engaging activities included meme contests and voucher giveaways, solidifying Croma’s status as the go-to AC destination. This integrated approach helped us boost engagement and seamlessly integrate our exchange offer communication.
Impact (Result):
Top Croma stores saw a spike in sales over the Valentine’s weekend and the overall campaign garnered a reach of 311.8K and 31.38% engagement.