Havmor Digital Marketing Strategy
It all began in 1944 when Satish Chona, a young engineer working at BOAC (now British Airways), decided to set up a pop up ice cream shop in Karachi, Pakistan, called Havmor. What he started as a part-time venture to supplement the family income soon grew into a popular local ice cream brand. Havmor’s range of products are today available across 14 markets in India with a network of restaurants, eateries and Havfunn parlours.
Havmor as a brand cuts demographics. According to a Facebook India's audience data. the most active age group there is 13-25. This young audiences is very young by nature and likes to involve their friends in their daily life. Fun is very important element for their time spent with their friends and they believe in having more fun whatever they do.
The Big Idea
Friendship day is a popularly celebrated occasion amongst the youth of India. Dubsmash is the new rage after selfies all over the globe. As Friendship day was around the corner, They decided to leverage the appeal that Friendship day has with their audience by marrying Friendship day with Dubsmash. Thus was born “#HavmorFunnWithFriends”. They created a unique interactive property “#HavmorFunnWithFriends” across social media platforms that tied them two together.
Driving Participation Build up to the contest
They started with the build-up for the contest by cross promoting the contest across all the platforms such as Facebook, Twitter & Instagram Seeding the contest: They started promoting the contest redirecting them to the Facebook micro site across all the platforms.
Results of Campaign
Overall Numbers across Social Media National Trend #2 in India 304 total entries Social Growth ~500k social impressions 203 unique entries 7,570 likes 479 Followers 128 Followers.
Winners And finally concluded with announcing the most creative entries as winners who could continue having fun with a month supply of ice cream, a factory visit with their friend and cool gadgets. And created a little video collage for everyone who participated http://bit.ly/1LMTsfu http://on.fb.me/1hc7zAA