Hobby Ideas is a one-stop destination for all art and craft enthusiasts. With a digital community of over 10 lakh hobbyists, the brand prides itself in aiding the creation of art across India.
Hobby Ideas wanted to launch a new range of Fabric Colours. In April 2018, they realized that consumers were unable to differentiate between Acrylic and Soft Acrylic Colours. To put an end to this confusion, the Soft Acrylic range was relaunched as Fabric Colours with a unique & innovative campaign.
We ran a 2.5 month-long unique and integrated campaign (#FevicrylKalaStars) aimed at generating engagement and sales. A WhatsApp bot was created for the fabric painting contest using the new Fabric Colours. A product and contest introduction music video was created with Mrunal Thakur. This main video asset and the bot was then amplified using a 360 degree approach – in addition to the WhatsApp bot and a website page, we also had regional creatives in English, Hindi and Bengali spread the word across social media.
Relentless ORM helped us improve communication, creating targeted social media content, emailers and remarketing SMSes. On-ground collaborations with Sir JJ School of Arts amplified the contest along with influencer content, hoardings and radio ads.
Overall the campaign was a great success with high engagement numbers across platforms garnering 2,37,62,149 impressions on social media and sales of Rs. 1,50,00,000