The Campaign

We decided to target every single techie engaged with Flipkart social page designed for showcasing its work culture. In addition, we also wanted them to share the content we posted so as to get passive talent to engage with the page too. Therefore, we decided to employ a theme that tickles the imagination of every hacker - leaks! Crafted like a de-classifed war document, the report documented all the happenings of Flipkart's Hack Day as a mega event that was conducted in absolute secrecy. The idea was to communicate that Flipkart is serious about tech innovation and would go to any lengths in order to fulfil their mission.

Creative Execution

The campaign was initiated with subtle teasers that piqued the curiosity of the audience about the event. The report itself was crafted like a post-war de-classified document with journalistic writing and imagery that was not far from the real look of similar document. Subtle touches such as coffee mug marks were included too in order to enhance the theme. Photographs were showcased as if taken during a sting operation, and the overall look and feel exaggerated in keeping with the audience's taste for sensationalism.

Reach (Facebook): 15,000 Views: 2,000 in a single day Clicks: 1,500 Traction from LinkedIn: 1,000 Traction from Facebook: 348

Given Flipkart's reputation as India's favourite shopping destination, our target audience wasn't limited to just techies. However, the theme we employed was specifically designed to convert aspiring - even wannabe - hackers to want to get into the real act of hacking for change and choose Flipkart as the preferred destination to do so. We also wanted to reinforce Flipkart's image as a Great and cool place to work for one and all. Therefore, we drew from the many instances of social media uproar caused by whistleblowers such as Snowden and Assange and decided to leverage the sentiment and excitement resulting from any form of information leak.