Case Study: #LoveAtFirstCLiQ - An integrated approach to e-commerce marketing

TataCLiQ campaign case study shows how the brand used social media to create buzz around the biggest sale of the year.

Tata CLiQ is an e-commerce platform where products across categories such as fashion, jewellery, and appliances among others are available. Take a look at the detailed TataCLiQ campaign case study below

Objective

• To promote key domains: authentic products, curated range, east assistance, and CLiQ & PiQ service also.

Summary

The campaign had two major parts — one where celebrities were roped and other where products were highlighted with the help of love quotes. The overall theme of the campaign was to use the language of love and romanticisation to promote the platform and related consumer experience.

Execution

The idea was to launch its brand campaign #LoveAtFirstCliq while promoting the upcoming sale.

A series of posts were put up on social media that quote products - products that are being flirty and romantic with the brand's followers. One liners proved to be something people could relate to with the possibility that they would engage with it as well.

The one liners helped set context to the new shopping experience of #LoveAtFirstCLiQ. The brand also alluded to the categories available on Tata CLiQ.

Just like how Tata CLiQ switches out ck for Q, the brand got celebrity influencers to do the same. They made the switch as a sign of their love for Tata CLiQ. Celebrities that took part in the campaign include Radhika Apte, Kalki Koechlin and Shikhar Dhawan. They later uploaded videos too.

The celebrities further posted a number of videos sharing why the love the brand while giving a view of the shopping experience.

As a part of the marketing mix, the brand asked consumers to include Q in their name on Twitter, creating a ripple effect of the celebrity name change.

In the case of brands that are associated with TataCLiQ and have products available on the platform, there were sweet exchanges online where gushing love was expressed by both. The bond between these brands led people to pages where they could scroll through the available products.

This was further amplified with an influencer outreach activity, where the brand engaged with influencers actively.

Results

#LoveAtFirstCliq managed to enter India trends.

Further, videos created by the celebrity influencers received a reach of:

Radhika Apte Instagram Video: 82781

Kalki Koechlin Instagram Video: 2005

Shikhar Dhawan Instagram Video: 29727

Almost every post by the brand was able to garner views ranging from a few thousand to a few million.

Facebook:

Reach - 132,234
Engagement - 21,565

Twitter:

Impression: 2,455

Engagement: 21

Impressions – 1,881
Discovery – 1,630