Asian Paints Royale Glitz Luxury Emulsion is an Ultra Sheen interior paint which provides a rich, luxurious finish to the walls. It also offers unmatched stain repellency to keep the walls beautiful. It provides Luxury with Teflon: Combining the best of decor and performance worlds.
Asian Paints Royal Glitz announced an exciting contest on the occasion of Navratri. With Facebook Communities being the largest conversation forum in India (& the world), the brand partnered with Convosight to reach key decision-makers like women, parents, and decor enthusiasts through these communities to drive meaningful conversations and amplify the contest.
“The brand aimed for occasion-based marketing to create awareness and build consideration for their Royale Glitz colour pallete on the occasion of Navratri celebrations.”
Asian Paints took an insight-based Community Marketing solution to drive conversations and positive sentiments around celebrating different colours of Navratri with Royale Glitz Palette. They did this by engaging with 77 women, parenting, and lifestyle communities with over 2.2 million members.
Before driving the campaign, we analyzed existing conversations in the above communities and observed that:
The key insights from the conversations helped us build a campaign strategy that leveraged those conversations in favour of Asia Paint’s Royal Glitz colour palette with Navratri festive communication while introducing the benefits of the brand across communities.
We introduced a single-phase campaign focusing on driving engagement around the #PlayNavratri contest and encouraging members to participate by sharing their positive experiences with the brand.
As nine days of Navratri signifies different colours, the campaign focused on creating conversations on celebrating the festival with different colours with Asian Paints Royal Glitz. In this contest, the members had to choose their favourite colour from the Asian Paints Royal Glitz colour palette and share a similar colour home decor/wall paint within the communities. The members were also encouraged to share their experiences using Asian Paints colours.
The members actively shared their favourite home decor objects, walls, and corners which they had decorated with their favourite colours. The campaign also focused on creating and highlighting positive conversations and sentiments for the brand. Members shared why they love a particular colour and what it signifies. The brand selected the best entries, and the winners received an INR 5k gift voucher.
Members participating in the contest with images of their favourite home decor led to an influx of conversations and reactions while creating a strong association with colours, shades, and contest hashtags. The members' pictures via User Generated Content (UGCs) added to the excitement by weaving in content themes around the most relatable aspects.
While the content theme was consistent across all the communities, the unique experiences & pictures of thousands of members brought their personalities and style to each post.
With highly positive conversations and the campaign over achieving its targets, we successfully concluded the first intervention for the brand while ensuring that the brand communication was received well in the communities.
The unique experiences & testimonials of thousands of members brought their own personalities and style to each of their posts.
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