How Social Media Helped Croma On Their Sale’s Day!

Croma rolled out the Brighter Beginnings 2021 Sale with a social media campaign titled #WhatsYourExcuse urging users to share their wackiest reasons and excuses to buy from the Sale. The case study goes deeper into the campaign execution and the end results.

Launched in 2006, Croma was the first one-of-its-kind large format specialist retail store that catered to all multi-brand digital gadgets and home electronic needs in India. With over 6000 products across 200 brands and 150+ stores across 40+ major cities of India, Croma ensures that for each customer, a Brighter Tomorrow begins Today!

Summary

Sometimes we don’t need a strong reason to buy something new, sometimes it’s just an indulgence, even an excuse to buy a new electronic.

To establish Croma as the one-stop destination for anything that people needed to make 2021 a better year for themselves, the brand launched the ‘Brighter Beginnings 2021 Sale’ and called upon people to share #WhatsYourExcuse to shop from the sale.

Problem Statement

The year 2020 was faced with many unprecedented challenges and obstacles due to COVID-19. Croma wanted to make sure that people kick-started their New Year in style, leaving their problems of 2020 behind, while assuring that Croma is there to make every day brighter

Brief

Driving traffic to the Croma website for the New Year sale.

Challenge(s)

Promoting Croma’s New Year sale in a cluttered sale period and without actually terming it as a “Clearance Sale”.

Campaign Idea

Croma launched the Brighter Beginnings 2021 Sale with a social media campaign called #WhatsYourExcuse asking people to share their wackiest reasons and excuses to buy from the Sale. Your reason to buy wasn’t good enough unless it was absolutely absurd and unheard of. The best excuses won some exciting prizes.

Content creators used Instagram Reels to fuel the campaign further and encourage participation from consumers.

Execution

A quirky video announced the campaign and encouraged people to give their excuses in the comments –

With User Generated Content at the forefront serving as inspiration for others, the best excuses also stood a chance to win prizes and features on Croma’s page.

The campaign got elevated with some of the quirkiest content creators creating Instagram Reels and giving their own absurd excuses to buy from this sale, fuelling the humour quotient of the campaign. This increased awareness for the sale and participation from consumers.

Results

• The campaign generated a total of 503,574 impressions and garnered over 1,500 entries from people.

• The content creators helped amplify the campaign well and alone garnered a total of more than 12.30 Lac views

What are your views about such campaigns? Do you think that these types of campaigns really help a brand for sale or it’s just branding? Let us know your thoughts in the comments and we would love to discuss them!