Fulcro Digital creates Twitter campaign for Aristocrat’s rucksack range

The campaign started with cricketer Rohit Sharma’s tweets; a custom Hashtag #EverythingEverywhere was also created

e4m by exchange4media Staff
Updated: Nov 2, 2019 9:32 AM

Fulcro Digital has come up with a latest campaign for Aristocrat luggage.

They created the first ever luggage launch on Twitter through conversations.

The idea started with a simple question to Rohit Sharma snowballing into a conversation between 25,000+ people on Twitter and generated 100,000+ number of impressions in just 8 hours.

With the snowballing share of voice, the brand also took cue from Rohit’s tweets and created a custom Hashtag #EverythingEverywhere that would further be used as the campaign hashtag.

“We’re living in an era where people don’t have a long attention span the only way to get their attention is through quick engagement. This is where we created the idea of the first twitter launch of a backpack, rather than just announcing the range. We also gamified the entire approach and got people engaged into the conversation. By doing this we made the netizens do our job of introducing the new Rucksack range, to the entire digital world,” said Sabyasachi Mitter, Founder and Managing Director, Fulcro.

Besides being an engaging Twitter banter, the campaign managed to highlight the product benefits of the range. “What we aimed to achieve with the launch of this campaign was clear right from the beginning. The Aristocrat Rucksacks are designed to provide maximum space and durability while being the ultimate travel partner, which the entire initiative encapsulates well in a true digital savvy manner. The emoticons used were particularly speaking out to the right audiences while making it engaging. The results speak for themselves,” said Sudip Ghose - MD, VIP Industries Ltd.

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