Berger(XP)resses itself through blogger outreach

In its first edition of Bloggers meet in association with Indiblogger, Berger Paints India introduced Express Painting service to Kolkata bloggers. Express Painting is an innovation that uses special tools to make painting homes, a cake walk. Different bloggers from genres like interior design, travel, home décor, architecture etc. came together to experience this unique service in a fun and interactive way.

The idea behind the event, was to create awareness of Berger Paint’s latest Express Painting tools and get bloggers to write about them. The Berger paint, Indiblogger collaboration saw a combination of online and offline activities.

The campaign began on the 6^th of September and continued till the 21^st of September.

Offline 

A photowall was created with Berger and Indiblogger’s branding in the background. A photographer was assigned to click pictures of the bloggers that attended the meet up.

http://t.co/adPd3UxIxH #BergerXP #BloggersMeet #ColonelGrand #Heritages #IndiBlogger #Kolkata #BongBlogger pic.twitter.com/FH26oFiwRk

— Indrajit Das (@indrajitdasin) September 22, 2015

Attending an @indiblogger meet ? ;) You know what to expect ;) Read here: http://t.co/9M1mXdroke #BergerXP pic.twitter.com/oCx1LkjycZ — The Ignoramus (@Deckle_Edge) September 14, 2015    The event began with an ice breaker session where bloggers were asked to introduce themselves and share stories of their blogging days. After an introduction to Berger’s concept of Express Painting, bloggers formed themselves in two teams to experience one of Berger Paint’s Express Tool - Sanding machine.

A painting activity followed, where 10 teams competed against each to portray a social cause. Three experience zones were set up to experience Berger Paint’s express painting tools.

What can b better than this...#BergerXP ..vote for Team Octopus ..@indiblogger pic.twitter.com/RNvTOtrn2T

— Abhinav Deb (@imAbhinavDeb) September 12, 2015

Online buzz Berger ran a Twitter contest where bloggers had to depict the colours of Kolkata through pictures.

Team Colors shows us the colors of Kolkata. #BergerXP pic.twitter.com/2pLKWlZBOY — Berger paints (@BergerpaintsInd) September 12, 2015

They also ran another engagement activity before the D-day to keep the momentum going. Tweet of the day, picture of the day and the most active bloggers across social media platforms were handed over the Social Media Kingpin tag. Every tweet that went during the campaign was incomplete without #BergerXP.

Colourful results

91 bloggers checked in at the Berger Paint Indiblogger meet, of which more than 50% comprised females. 48% of the crowd belonged to 25-35 age group.

#BergerXP received 1005 tweets during the 12 day duration with 211 contributors. The collaborative event was covered in 35 blogposts.

#BergerXP received 22,54,478 impressions with a reach of 4,62,806.  The blogger reader’s reach was about 528,386 and Indiblogger’s website garnered 231,652 visits.

Magnitude of the chain reaction created by a blogger outreach works out best for product or service launch. With #BergerXP, the brand managed to create buzz across both online and offline platforms.