PepperTap is an online grocery application that delivers grocery items to your doorstep. This company was growing at a rapid rate. The application was nearing 5 million installs on Google Play. With funding from Snapdeal, PepperTap had reached the next level of its evolution as one of the largest online grocery stores in major Indian cities.
The challenge of the campaign #YaadAya was to create user engagement as well as brand awareness. Moreover, the secondary objective of the campaign was to generate sales for PepperTap.
Our team came up with an effective strategy to serve the purpose. We enabled Twitter users to connect with the brand in a way that whatever they bought from PepperTap, reminded them of their childhood. We used #YaadAya that was woven around Friendship Day. To make this even better, the company offered a box full of nostalgia with every order, which contained Frooti, Pilot pen, Chacha Chaudhary comics etc. Further, we also devised a Twitter contest and asked users questions about their favourite childhood TV ads, which worked in favour of the campaign.
The results of the #YaadAya campaign were very impressive. We were successful in getting the hashtag trending within 30 minutes of the campaign going live. It grabbed the ET-number one position in India trends and trended for half a day.