Social Media Campaign Review: Britannia Good Day's Design Your Wish Initiative

Happy Good Day to You by Britannia Good Day is a design-your-wish initiative that lets users design their own greetings and win Apple iPad minis and many more exciting prizes.

Objectives

Keeping in mind the core message of Good Day biscuits, the initiative is all about wishing your loved ones a good day!

Implementation

Hosted on a dedicated website - happygooddaytoyou.com - the campaign is simple. All you have to do is log on to their site and design your wish.You can select a theme, say: Friendship, Love, Humor or Season's Greetings and then choose images and messages to craft your message. You can also draft your own message and send it to your loved ones. You can do this through your Facebook or Twitter profiles.

The terms and conditions are listed on the site right here: http://www.happygooddaytoyou.com/terms&conditions.html

Positives

The campaign has a dedicated website and that really is the best part.  It keeps the focus on the campaign instead of a hundred other posts and updates that vie for attention on a brand’s Facebook page or Twitter profile.

The initiative is simple and sweet, in line with the core message of the brand behind it.  Its spreads love and care which is really nice while wishing people in a refreshingly unique manner online.  You can also personalize your message which is great!

The city wise wish meter is a battle of sorts of Indian cities sending out the most messages using the website.  Promoting healthy competition among states and getting more people to participate.

The timing too is perfect as it is that time of the year when people are sending out wishes to each other.

Scope for Improvement

The online buzz about the Happy Good Day to You Campaign was not much. The brand could have pushed it a bit more aggressively. Also, I wish there was a closing loop to this campaign.

Conclusion

The Happy Good day to You Campaign gets a thumbs up for communicating and reinforcing the brand message without going over the top.  It is simple, sweet and refreshing without being too jaded.