May 26, 2015 Case Studies

eBay India – #IHeartMom Campaign

Event – Mother’s Day

Brand – eBay

Campaign – #IHeartMom

Objective and Strategy –

To stand out from the herd of brands running contests with lucrative prizes for Mother’s Day

To make the day special for Mothers and their children alike

To build on the nostalgia as well as the nuances of a relationship that is relatable and share-worthy

Give the users a pleasant surprise and engage with them on a personal level

Execution –

eBay India was on the lookout for people tweeting about their moms or mothers tweeting about happy situations with their kids.

The best situations got a personalized response in the form of an illustrated gif

Needless to say, users were delighted as well as touched with the gesture and it showed in their responses to the gifs.

Results –

120 twitter users contributed with their #IHeartMom situations giving us a reach of over 11 lakhs and over 41 lakh impressions.

The activity was not carried with an aim of meeting a business objective, nor was it a method to push sales.

eBay India broke the clutter and gave the audience the one thing that they most wanted on that day – a smile planted on their mothers’ faces!.

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