Since its debut in 2014, Flipkart’s ‘The Big Billion Days’ has evolved into a flagship Indian e-commerce sale. The seventh edition, held between midnight on 16th October to 21st 2020, aimed to bring cheer to millions of Indians – both buyers and sellers – by reaching out to a wider set of people, through innovative engagement strategies on Twitter.
Building up a resounding buzz prior to the event, Flipkart sparked conversations and engagement with the Emoji Engine, an innovative Twitter-based campaign, and Tweeted links to the best upcoming offers. Then, once the sale days began, while still keeping the pre-buzz momentum going, Flipkart ran high burst brand videos and image website clicks campaigns, which boosted the visibility of the Big Billion Days sale and redirected audiences to Flipkart’s website so they could promptly participate in the sale.
To spark a buoyant mood around The Big Billion Days and lift consumption sentiment, Flipkart partnered with Twitter with a multi-pronged strategy. The entire campaign was given a signature by enabling a unique custom emoji and aligning it with catchy hashtags that were used throughout the campaign.
The pre-sale phase of the campaign ran from 12th October to 16th October, five days before the Big Billion Days began. Creating excitement and a Connect with the forthcoming event, Flipkart ran an Emoji Engine, which asked people to reply to the campaign Tweet with the campaign hashtag, #BigBillionDays, along with any emoji that reflected what they may be interested in buying. In response, they would receive a delightful offer, based on the emoji they had selected.
The second phase was executed during the Big Billion Days and entailed high burst campaigns to maximise awareness and online activity around the event and redirect traffic onto Flipkart’s website, during the 6 sale days. The campaign used impactful creatives, which highlighted massive sale discounts and, for greater effect, these were communicated through Bollywood celebrities who joined as brand ambassadors.