A look at Big Bazaar meme based campaign with RVCJ Media

Big Bazaar is one of India’s largest supermarket chains with over 250 stores across the country and RVCJ Media is a social media hub of trending content for the youth. Big Bazaar and RVCJ Media collaborated for a meme based campaign to promote the former's Public Holiday Sale.

Summary

Big Bazaar’s Public Holiday Sale from 28th April to May 2018 was launched to promote online shopping among consumers at their newly introduced eCommerce portal, bigbazaar.com. The brand partnered with RVCJ Media as their digital partners to promote the Public Holiday Sale through a meme based campaign on social media among a young and diverse group of people by communicating the message through relatable content in regional languages on Facebook, Twitter, and Instagram.

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Objective

The objective of the campaign was to drive online sales on the newly launched bigbazaar.com and at the same time increase footfalls at their offline stores by generating brand awareness on social media through content that highlighted the sale. The brand also intended to drive purchases of products such as kitchen appliances, suitcases, cookware, trimmers, bedsheets, TV sets, mobile phones and other electronic goods.

Brief

Employing humour and entertaining content to boost sales of specific products highlighted by the brand by generating awareness and visibility for the campaign on social media.

Creative Idea

Using templates from popular Indian trends and topics such as the Indian Premier League and cricketers, Bollywood films and other relevant imagery with witty captions in several regional Indian languages to engage with a wide variety of audiences.

Execution

RVCJ Media created numerous memes, both pictorial and video-based, sharing them at regular intervals.

The campaign began on 22nd April, leading up to the beginning of the Public Holiday Sale on 28th April attempting to sustain the brand awareness and audience anticipation.

https://www.facebook.com/TheRVCJMedia/photos/a.648539361869102.1073741830.120674037988973/2639121959477489/?type=3&theater

https://www.facebook.com/TheRVCJMedia/photos/a.648539361869102.1073741830.120674037988973/2637513826304969/?type=3

https://www.facebook.com/TheRVCJMedia/photos/a.648539361869102.1073741830.120674037988973/2636340626422289/?type=3

Meme templates from topics such as Indian Premier League, Bollywood films with well-known Cricketers and celebrities employing humour for the branded posts to ensure maximum engagement from the social media audience were used.

https://www.facebook.com/TheRVCJMedia/photos/a.648539361869102.1073741830.120674037988973/2635983386458013/?type=3

https://www.facebook.com/TheRVCJMedia/photos/a.648539361869102.1073741830.120674037988973/2634241416632210/?type=3&theater

Campaign films such as ‘Indians During Sale’ were created among others, plugging in the brand message from Big Bazaar.

https://www.youtube.com/watch?time_continue=83&v=Kb_J3nFM8f4

Additionally, shorter video memes in other formats such as WhatsApp chats were created in regional languages including Tamil, Telugu, Kannada, and Bengali to reach out to a diverse and all inclusive audience all across the country.

Results

The campaign film ‘Indians During Sale’ performed exceedingly well, racking up more than 1.5M views on Facebook and more than 512K views on YouTube.

Several memes were created and posted on Facebook in order to promote and highlight specific products for Big Bazaar. Overall, a total of 14 memes were posted by the RVCJ Media that garnered a total Reach of 1.59M with an Engagement Rate of 21.2%.

On Instagram, these memes garnered a Reach of 2.5M people, and more than 91K people on Twitter. Among the 9 video memes, total views of more than 2.5M views on Facebook, whereas through seven video memes posted on Instagram fetched over 1.2M views.