Customer rewards program i-mint had recently launched its digital campaign aimed at upping the number of its members during the festive season. Titled 'Festival of Rewards', the digital campaign was created by Urja Communications and was promoted for 45 days, until the end of the festive season.
Speaking about the campaign, Ranjana Hamirwasia, VP, Urja Communications said, "The focus was acquisition of new members and increasing transactions of old members during the festive season. Cash prizes worth Rs 17 lakhs were up for grabs during the 45 day nationwide promotion."
She further added, "The campaign was predominantly meant for increasing usage of the i-mint card and acquisition of customers. We created a microsite www.imintfest.in.com that was resided on in.com and was actively promoted across all in.com sites through a banner campaign. It was supported by radio and on-ground promotions. The campaign was integrated with SMS and email channels which enabled users to instantly get their i-mint card numbers and start transactions from the time they registered. This instant gratification helped in actually increasing transactions and usage of the card."
In addition to this, the website sported various social media touchpoints such as Facebook, Twitter, among others. Speaking about the traffic generated from these touchpoints, Hamirwasia said, "The tactical promos on Twitter included a hashtag viral for a free Google Wave invite (then top-of-mind among Twitter users) and bookmyshow.com vouchers for the best tweet-review of a current movie. We focused more on engagement and contextual content rather than “hard-selling”.
Hamirwasia says that the online promotion of the campaign included elements such as a microsite on in.com, online banner ads across in the in.com network, email marketing to active members, a Twitter and Facebook page and application. "The Facebook application titled Shopping Rashee, threw up 10 best and worst shopping buddies for every user --creating a lot of conversation about i-mint and shopping among Facebook friends and top of mind awareness", she says.
"The response has been very good both in terms of activation of old and new members and lift in transactions swiping," says Hamirwasia.
Speaking about the campaign, Ranjana Hamirwasia, VP, Urja Communications said, "The focus was acquisition of new members and increasing transactions of old members during the festive season. Cash prizes worth Rs 17 lakhs were up for grabs during the 45 day nationwide promotion."
She further added, "The campaign was predominantly meant for increasing usage of the i-mint card and acquisition of customers. We created a microsite www.imintfest.in.com that was resided on in.com and was actively promoted across all in.com sites through a banner campaign. It was supported by radio and on-ground promotions. The campaign was integrated with SMS and email channels which enabled users to instantly get their i-mint card numbers and start transactions from the time they registered. This instant gratification helped in actually increasing transactions and usage of the card."
In addition to this, the website sported various social media touchpoints such as Facebook, Twitter, among others. Speaking about the traffic generated from these touchpoints, Hamirwasia said, "The tactical promos on Twitter included a hashtag viral for a free Google Wave invite (then top-of-mind among Twitter users) and bookmyshow.com vouchers for the best tweet-review of a current movie. We focused more on engagement and contextual content rather than “hard-selling”.
Hamirwasia says that the online promotion of the campaign included elements such as a microsite on in.com, online banner ads across in the in.com network, email marketing to active members, a Twitter and Facebook page and application. "The Facebook application titled Shopping Rashee, threw up 10 best and worst shopping buddies for every user --creating a lot of conversation about i-mint and shopping among Facebook friends and top of mind awareness", she says.
"The response has been very good both in terms of activation of old and new members and lift in transactions swiping," says Hamirwasia.
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