Case Study: How Tanishq made jewelry mainstream through a selfie contest

The case study explores Tanishq delving into the stories behind people buying jewellery through a selfie campaign - Jewelfie on social media.

Through the Jewelfie , Tanishq attempted to make jewelry a part of the daily conversation by leveraging Selfies; it was done through social media and influencer amplification.

Brand Introduction

Over the years, Tanishq has steadily paved the way for leading the conversation on social media. On the platform, Tanishq aimed at devising the right communication for the varied audiences and complement it with the right media mix in order to build aura, increase accessibility and create consideration.

Summary

To build conversation online around jewellery where Tanishq is in the limelight, by inviting users to share their “Jewelfie”: selfie with their jewellery while telling the world about its back-story.  

Problem Statement/Objective

To position Tanishq in every jewellery specific conversation over digital, especially during the festive season and generate a higher volume of user-generated content.

Also read: Case Study: How Godrej LAL Hit reached 3 Mn people through Instagram innovation

Creative Idea

Be it bridal jewellery, a piece one has inherited from his/her grandmother, the very first diamond jewellery or even the everyday imitation jewellery one might have picked up on a whim; every jewellery piece has a story.

Through Jewelfie, Tanishq invited people to celebrate their treasure trove of jewellery, relive the memories and share them with the world. 

Challenges

Audiences were still confused about ‘how to enter’ even after reiterating the method of sending an entry that would result in losing a few entries even though the intent was very much there.

Missing
out on a larger reach of the campaign with Jewelfies from private accounts.

Execution

This was primarily a social media-led campaign that was executed on Twitter, Facebook, and Instagram.

On Instagram, a bunch of themes was launched. On stories, the brand reposted the organic entries that came in every day.

As for Facebook, Tanishq highlighted all the entries on an album and put up posts inviting people to participate in the contest.

On Twitter, the grand prize, the weekly winners and inviting people to participate, was reiterated.

The brand involved a few influencers like Riddhima Kapoor Sahni, Ami Patel, Eshaa Amiin, Aiana Jain, Mamta Sharma Das (the bohobaalika) and college students who nominated other influencers to post their Jewelfie which added to the reach.

The
incentive of having weekly winners that won vouchers and a grand prize which was
later revealed as a stunning Tanishq set from their latest collection, Virasat,
added to the overall engagement for the campaign.

Results

• Entries: 3000+
• Mentions: 1,126
• Impressions: 2.66 million
• Reach: 304.2k
• Engagement: 3778

CMO Quote

Ranjani Krishnaswamy, General Manager - Marketing, Jewellery Division at Titan Company Limited said, “Tanishq has always aimed at being creative in bringing enhanced experience to the customers. Diwali being the best time to indulge in one’s jewellery, the #Jewelfie campaign was Tanishq’s way of making things interesting for women who love to adorn themselves with jewellery and sharing it on social media.

Every piece of jewellery has a story to tell, an emotion to cherish and a relationship to savour and this was exactly the conversation we wanted to create.”