#SamePinchWithSalman banks on Bhaijaan fans for success

Giving users an opportunity to celebrate Diwali with Bhaijaan, Being Human launched  #SamePinchWithSalman. The campaign banked on Salman Khan's ardent fan following, coupled with the undying selfie craze.

The campaign went live from October 15  and gave three fans the opportunity to meet the their idol, Salman Khan.

Thought behind the campaign was to encourage participants to shop from the store and create a look that would appeal the star and to promote their Autumn Winter 2015 collection. The contest was in process for a total of 15 days from October 15 to November 1, 2015.

Execution

#SamePinchWithSalman was promoted heavily on the digital platform, endorsed heavily on Facebook, Twitter and Instagram.

Participants had pose, wearing an outfit from Being Human’s Autumn Winter collection 2015 and share their picture on the brand’s Facebook Content Post as a comment. The more the number of thumbs up a participant received, better the chances to meet the star.

Kunal Mehta, Vice President - Marketing & Business Development, said, “The whole idea of the campaign was to spread some festive cheer among our patrons through an extensive digital engagement activity. We’re working aggressively towards making Being Human Clothing a brand whose customers engage with the brand on a daily basis and this kind of response is bringing us closer to our goal.”

Towards the conclusion of the campaign, 10 participants were picked out with the most likes and out of them Salman Khan himself ‘same pinched’ 3 winners, who were given the opportunity to meet the star in person.

Along with this, Being Human merchandises worth up to lakh rupees were up for grabs.

Result

The campaign which was promoted heavily across social media attracted of over 3.1 million impressions from across 30 cities of the country.

Royalty collected from Being Human Clothing was donated to Being Human – The Salman Khan Foundation to aid the twin causes of education and healthcare. Participants were lured in this campaign, which enabled them to contribute to these causes by simply shopping.

#Repost @beinghumanclothing with @repostapp ・・・ The three lucky winners of the #SamePinchWithSalman contest enjoy a special moment with superstar @beingsalmankhan at a meet and greet

A photo posted by Marwa (@mrwa78) on Dec 5, 2015 at 5:14am PST

  What could have been better? The campaign lacked innovation and creativity in its implementation and felt monotonous. The association of superstar Salman Khan with the campaign was the sole driving factor. Target for the campaign being only limited to Bhaijaan fans narrowed down the audience set considerably.      

#SamePinchWithSalman 5000 voucher thnx @beingsalmankhan @beinghumanclothing love u jai ho A photo posted by Sachin Pandey (@being_sachin_pandey) on Nov 25, 2015 at 3:17am PST

When #SamePinchWithSalman managed to generate such a large footprint with basic social media fundamentals, it would have created a much larger reach with innovation and efforts towards a larger audience.