#ItcEstoreCartBuster

In the first phase, the focus was to create awareness of the ITC e-store by educating members about the platform and how everything is available in one place. The admins initiated the conversation and introduced the brand by highlighting that now they can find all products in one place without having to search for products at different local stores. They encouraged members to check the website, load the basket with their favorite products, and share screenshots.

In the second phase, the focus was to get users to visit the e-store and explore a wide range of offerings on various products. To achieve this, the admins shared pictures of their shopping carts and highlighted the amount they had saved. They drove conversations around it by encouraging members to share their cart screenshots and savings.

The third phase was about stocking up user carts with vacation essentials that users could find on ITC Estore. The admins shared the products they were purchasing and encouraged users to get their cart ready and use the XYZ coupon to avail of X% of a discount on their favorite products. Across the three phases, we drove consideration and trial intent for the brand by sharing a coupon code that entitled users to a storewide discount.

With every phase, we strengthened the association of attributes like "online shopping" and "offerings” with the brand by exclusively highlighting these experiences in the Admin’s posts, serving as a template for other members to gauge the brand. While the campaign’s core idea was the same throughout all groups, the varied experiences of millions of members lent individuality and style to each post.