Feature: Going #BehindTheScenes with Snapdeal’s Diwali campaign – Snap The Deal

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Snapdeal Diwali campaign

Snapdeal Diwali campaign aims to rule the online shopping with non-branded products; the brand launched multiple short films across digital and TV Channels to spread the festive cheer.

Snapdeal Diwali campaign titled ‘Snap The Deal’ that showcases the diversity and depth of products available on its platform. Touted as the multi-pronged strategy to increase virtual footfall with special focus, the company’s marketing mix this festive sale season aims at attracting customers from Tier II and Tier III cities. The campaign is targeted at towns that want to upgrade their lives through high-quality high-value products, yet may not want to pay a premium on branded products.

The campaign comprises multiple short films each highlighting the “undiscovered stars” of online shopping – products for everyday living at great prices. Snapdeal Diwali campaign uses the theme of discovering products at “the snap of a finger” to underscore the ease of discovery on the platform. Set to foot-tapping music by Milan-based sound agency, Smider, each film shows users having fun with the products bought on Snapdeal.

Snap The DealInsight

Snapdeal claims to have been able to maintain a healthy and growing high margin business. The majority of the sales volume comes from value for money, unbranded products that serve the middle class of online shoppers.

The objective of this campaign is to showcase Snapdeal as the destination for value for money, high quality, and unbranded products where shopping meets fun.

According to the brand, the Snap is about making things appear, making them happen, it’s the Voila moment. Snap is about the impulse to get a good deal when you see it.

The Brief

The e-commerce brand wanted its consumers to remember Snapdeal and get excited when they hear its name with the countless possibilities to upgrade their life through value for money high-quality unbranded products. A Snapdeal spokesperson shared, “True to the concept of Snap, we wanted short films that showcased our products in a fun way yet avoided any emotional storytelling approach. We also wanted them to be distinguished among a multitude of other ads on social media or on TV in a high clutter period.”

The campaign will be executed in 3 phases, timed to the 3 big Snap Diwali Sales.

Also Read: Viacom18 launches ‘Har Din Diwali’ campaign with exclusive pricing for COLORS…

Marketing ‘Snap The Deal’

The campaign more than a TV campaign; it has a 360-degree approach using TV, Radio, YouTube, TikTok, Hotstar, Voot, and other digital platforms to build recall and get a higher efficiency on media.

Commenting on the marketing initiatives to spread the word around the festive offer, the company’s spokesperson stated that all digital platforms have promoted visually rich content and effectively showcase Snapdeal as the destination for value for money, high quality, and unbranded products.

multi-utility diary

✍️ All set to win this week! Plan or write all your important notes with this multi-utility diary/organizer. 👉 http://bit.ly/2Iv4Cvf#SnapTheDeal

Posted by Snapdeal on Sunday, 13 October 2019

Snapdeal has used short 10, 15-second films and product videos integrated into the Snapdeal app. It takes the brand campaign a step beyond conventional advertising.

The films have been made by Italy-based design studio illo.tv, a design studio led by the creative duo of llenia Notarangelo and Luca Gonnelli. Illo’s  style is characterized by a minimal and colorful aesthetic with particular attention to clear storytelling

With the explosion of e-commerce best of best deals and retail war, the emergence of new platforms like Tik Tok, extensive use of videos on social media and short-form content like 10-15 second videos, Snapdeal plans to leverage for social media marketing in the near future.

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