The Trendsetter – #ThatOneFriend
With Friendship Day round the corner, we decided to do a Twitter campaign for our client, Fevikwik – India’s leading adhesive brand that bonds instantly! The idea was to celebrate bonding with friends and create buzz for Fevikwik on Friendship Day through a contest. We aimed to get @Fevikwik_tweets or the hashtag (#ThatOneFriend) trending.
We invited tweeps to share something cool, meaningful, quirky and fun about #ThatOneFriend – a commonly used cyber phrase. Everybody has #ThatOneFriend friend they can borrow from and not bother to repay, or one who knows too much, or one they always call when they’re sad – tweeps had to name or tag that friend in their tweets to win a prize for themselves and the friend. These tweets were targeted to @Fevikwik_tweets.
We started talking about the contest on Facebook & Twitter 2 days before the contest. This helped create a buzz on the social platforms. Our fans and followers were already aware of the upcoming contest which increased the curiosity among them.
The contest was announced on Friendship Day at around 10 a.m.
Tweeps responded with some witty, cool and meaningful tweets. They tagged their friends to show their love on Friendship day. Many used #ThatOneFriend to hilarious effect. @Fevikwik_tweets engaged in active conversations with these tweeters to popularize the hashtag. Soon enough the Twitterverse was abuzz with mentions of #ThatOneFriend who was their support in times of need, who was their movie partner, who they could call up even at random hours, who was always broke, who never showed up on time and likewise.
With such a huge response it was not long before #ThatOneFriend was trending in Delhi followed by Mumbai. As more and more people picked up on the hashtag, an India trend was not far in sight.
Even hours after the contest was closed, #ThatOneFriend was trending. It was not about the contest and the gratification anymore! The sheer joy of being able to thank their friends for their love and togetherness over the years made this hashtag popular with the tweeple.
Also, with over 500 mentions for @Fevikwik_tweets and an increase of about 50 followers, the brand garnered greater visibility and is now able to reach out to a larger number of people on Twitter!
Being topical and actively engaging in conversations with tweeps led to an increase in our visibility over the twitterverse. It helps to talk to people rather than just giving them a topic to talk about.
Chaaya Baradhwaaj founder of BC Web Wise. Her opinions here are based on watching the digital media evolve in the country very closely for over two decades.