Real estate brand Joyville, is creating intrigue and buzz around their home-buying festival - JoyHo through a social media campaign.
For the campaign, Joyville's brand ambassador Saurav Ganguly gathered attention from his followers with a video on his social media accounts, introducing the festival and setting a tone of what home buyers can expect.
As Ganguly hinted at revealing significant news but halted mid-sentence, the video piqued viewers' interest, amping up anticipation and intrigue.
The video capitalised on the 'wait' element and used acronyms like 'BRB' and 'TTYL' to connect with their audience and leave them wanting more. The brand later gave a sneak peek of the festival.
Joyville used Apple Memojis to produce snackable content featuring Mr. and Mrs. Joy, the brand's social media ambassadors. They illustrated real-world homebuying lessons in brief sketches, which made the audience laugh and inspired homebuyers to make their dream purchases.
The brand further released 'Throwback to JoyHo' films for its internal team, reminiscing about previous festivals. To improve collaboration and knowledge exchange, virtual workshops for channel partners were also scheduled.
Later, the brand took the influencer marketing route to spread the word about #JoyHo, reaching over 7.9 million users. The campaign managed to drive 14 million visitors to their website. #JoyHo also trended on Twitter.
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