| Title | REAL TIME MANUFACTURING |
| Brand | WESTSIDE |
| Product / Service | WESTSIDE |
| Category | A06. Best Use of Other Digital Platforms in a Direct Campaign |
| Entrant | HANSA CEQUITY Mumbai, INDIA |
| Entrant Company | HANSA CEQUITY Mumbai, INDIA |
| Advertising Agency | HANSA CEQUITY Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Uma Talreja | Westside | Head/Marketing |
| Saritha Iyer | Hansa Cequity | Social Media Executive |
| Archana Yadav | Hansa Cequity | Sr. Executive/Digital |
| Teesha Thomas | Hansa Cequity | Jr. Copywriter |
| Faye Rodrigues | Hansa Cequity | Sr. Copywriter |
| Anna Fernandes | Hansa Cequity | Creative Director |
| Samit Malkani | Hansa Cequity | Strategic Creative Director |
| Nishad Ramachandran | Hansa Cequity | Vp - Digital |
Task: Launch Westside's Twitter profile. Challenge: Overcome more established brands that used expensive giveaways in order to trend. Audience: Most of India's Twitter audience would have shopped at Westside at least once. Strategy: Leverage an unused piece of Twitter real estate - the Twitter bio - and combine it with 1:1 real time marketing.
Westside is in the middle of an image/perception change. They need to be seen as a trendy brand, and one part of that process involves connecting with socially influential youth on the platforms where they're present. Real Time Marketing is the hottest buzz word today. We took it a step further, with Real Time Manufacturing. We were able to take a Twitter bio, artwork it, manufacture it, pack it and ship it within just 3 hours, ensuring massive customer delight, positive word-of-mouth and goodwill.
Idea: Real Time Manufacturing. In the lead up to Father's Day, users were asked to dedicate their bios to their dad. We would then take that bio, turn it into a personalised magnet and ship it to the user's father, in just 3 hours. This way, we were able to connect on a personal basis with tweeple, and create customer profiles for not just the people who participated, but their fathers too. It's extremely difficult for an unestablished brand to trend on Twitter without expensive promotions and giveaways. We did. And gained hundreds of socially influential followers in the process.
Twitter Results: - Hundreds of bios (and magnets) were created - We gained hundreds of followers, a large number of which are socially influential - Thousands of happy tweets during the campaign - An appspot sentiment analysis showed us at 100% positive sentiment during the campaign - We were spoken about very positively in trade media Real-World Results: - We actually delivered every magnet to the correct person, on time - We were able to map participants into our customer database for further engagement later