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Kissan wins Best Integrated Campaign award for Kissanpur at Emvies 2012

Kissan has won the ‘Best Integrated
Campaign’ award at Emvies 2012 Media Awards, which is organised by the
Advertising Club Bombay. Kissan (Hindustan Unilever) launched a three month
campaign to activate users to learn more about the brand by growing tomatoes. Tonic
Media, a digital agency had developed ‘Kissanpur’, an interactive website,
which helped parents to lead their children to grow tomatoes in their own
homes.

Kissan has won the ‘Best Integrated
Campaign’ award at Emvies 2012 Media Awards, which is organised by the
Advertising Club Bombay. Kissan (Hindustan Unilever) launched a three month
campaign to activate users to learn more about the brand by growing tomatoes. Tonic
Media, a digital agency had developed ‘Kissanpur’, an interactive website,
which helped parents to lead their children to grow tomatoes in their own
homes.

The campaign started with Tomato seeds being
distributed through morning edition of leading Indian newspaper. To persuade
users to participate and consistently engage with Kissan through this journey, Kissanpur
website was developed as a reference point for various aspects right from
planting the seeds to finally plucking the fruits.

“Tonic Media also focused on social media
properties and it did bear fruits of success. Kissan’s Facebook page saw a jump
of 1 lakh ‘likes’ while its Twitter presence witnessed growth of more than 100%
in terms of followers. The journey began with #Kissanpur trending on twitter
India right upon launch. With strategic communication, Kissan India’s Facebook
page saw a 109.45% increase in people talking about the brand. The daily
organic reach jumped up by 144% and over 30% of the traffic on the official
website came from Social Media efforts,” says the agency’s
case study done on the campaign. The campaign closed with 2 lakh+ hits on the
website, over 300,000 fans and 51,000+ registrations on the website.

“We also developed a flash based application
allowing kids to create their “Own Kissan Ketchup Bottle Label” along
with their photograph on it. The campaign was seamlessly blended with an
offline event – a tomato farm right in the heart of Mumbai, supported by
Facebook Event & a web-based trivia “The Hunt for Kissanpur”,”
the agency said.

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