A New Way Of Doing Things
With a new in-store and online shopping experience in place, Sharaf DG wanted to create excitement around its omni-channel presence. To promote this new way of shopping, a strategy was developed to create a platform that would instill a ‘New way of doing things’ into the mindsets of their customers. Turning it into an engaging and creative exercise, fans were urged to ditch their regular, and sometimes boring ways of doing everyday things for more innovative ways. The result was a flood of videos and pictures on the specially designed microsite showcasing how the customers had challenged their mundane routines. #WhatAmIDoing drove social media awareness around the campaign. This was further complemented by radio partnerships where the most trending videos were discussed through the RJs’ support of the initiative. The campaign boosted Sharaf DG’s app downloads by 128,000 (2.56 times more than the target of 50k downloads!) as people had to register on the app to participate. Through its thought leadership, Sharaf DG was able to engage with 58,000 in this activity alone, and saw an 81% increase in footfall and 102% increase in website visits.