Social Media Case Study: Portico New York Showcases it's Range of Pillows in Social Style

Brand Name

Portico New York

Agency Name

Brand Designs

Objective

• To create an interactive showcase of Portico New York’s range of pillows.
• To generate curiosity for the extensive range of pillows in Portico New York’s product portfolio.

Execution

Creativity #1:

Participants were asked to relive the childhood joy of pillow fighting by playing The Great Indian Pillow Fight with their friends on Facebook.

Creativity #2:

A virtual platform was created on Facebook to indulge fans in their favourite childhood game and at the same time, showcase Portico New York’s pillows.

Creativity #3:

• A great amount of buzz was created around India's first virtual pillow fight.
• A simple application was created that allowed people to pick a friend and a pillow as their weapon of choice to whack their opponent.
• An intense spirit of competition was created among participants by involving prizes with high stakes.
• A leader board was formed which enabled fans to come back and improve their score every day.
• The champions of the Great Pillow Fight were showcased well.

Creativity #4:

Top 10 scores of the day were showcased, daily prizes were given and the competition was further intensified.

Creativity #5:

• Top 3 winners were given Portico New York hampers as prizes in the first week.
• The stakes were raised from week 2 onwards – with bigger and better prizes.
• Top 3 daily winners got Flipkart vouchers.
• Top 3 winners of the contest were given a CanonShot camera, a Sony Xperia U and a Sony PS3.

Creativity #6:

• India’s first mass Pillow Fight was organised at Sophia College, Mumbai, as part of their annual cultural festival, Kaleidoscope.
• The event was captured on video and promoted on Facebook and YouTube.
• The on-ground activity was promoted on Facebook with the help of update pictures.

Creativity #7:

A Twitter contest was created where people were asked to tag the friend they want to have a pillow fight with using #PillowFightDay, leading to a very popular contest as was observed by the fact that it trended in India.

Results

Facebook App Campaign Results:

• 1,204 users registered on the app, and the game was played on an overall basis of 6,313 times with each user playing it 5 times at an average.
• 18,104 fans were gained within a month, with the fan growth rate increasing by 33%.
• Average post: LIKES: 177, COMMENTS: 20, SHARES: 11
• Average Pillow Fight Tab views: 80

Twitter Hashtag Contest Results:

• Tweets Received: 770.
• Users Reached: Approximately 34,02,649.
• Followers increase: 105.
• Trended in India.

YouTube Campaign Results:

• 67,198 views till date.
• People who have requested to start a pillow fight in their colleges/housing societies – 70 so far.