How Honor India leveraged the power of Twitter for #YeDiwaliHonorWali campaign

The campaign aimed to create awareness about the Honor 9N & Honor Play smartphones, showcasing them as the perfect Diwali gift

e4m by exchange4media Staff
Updated: Feb 21, 2019 2:30 PM

During the Diwali season, Honor India wanted to incorporate the concept of gifting into a special phone giveaway for its Diwali campaign. For this, Honor launched an innovative Diwali campaign, #YeDiwaliHonorWali, where both the Honor 9N and Honor Play smartphones would be given away.

The campaign was held between October 22 – October 28, 2018, and aimed at creating awareness about the Honor 9N & Honor Play smartphones, showcasing them as the perfect Diwali gift. Honor also wanted to break the clutter with a disruptive campaign within a high retail period to drive customer engagements and sales.

The #YeDiwaliHonorWali campaign worked on a unique principle of encouraging people to engage with the Tweet to stand a chance to win smartphones. Participants who engaged with the Tweet were then addressed personally to establish a two-way engagement.

Honor (@HiHonor) encouraged people to Retweet the original contest Tweet to win #Honor9N and #HonorPlay for every 1K RT and 5K Likes, as a giveaway. This announcement Tweet generated a tremendous buzz amongst netizens by sending them into a liking and retweeting spree while creating massive interest around the Honor smartphones.

As a result, the #YeDiwaliHonorWali campaign garnered over 6.1M impressions, with a 2.97% engagement rate. The campaign received over 47K Likes and 20K retweets.

The campaign demonstrated that a clear, concise communication and value proposition, along with a thorough plan helped Honor to leverage the festive Diwali season to connect with their fans. A personalised experience for consumers on engaging with the Tweet helped cultivate a deeper relationship with the brand as they received personalised attention.

Speaking about the campaign, Suhail Tariq, Chief Marketing Officer, Honor India said “ This was a disruptive campaign in a cluttered market space within a high retail period that not only got eyeballs but also saw a spike in customer engagements resulting in the brand meeting the set retail objectives for Diwali. ”

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