Case Study: How House of Hiranandani hyper-personalized videos garnered reach through its Republic day campaign

House of Hiranandani House of Hiranandani Republic day campaign - Right to Perfect Home

This case study explores how the House of Hiranandani republic day campaign reached out to 1 million+ people to communicate the message of ‘Right To Perfect Home’.

Leveraging data of site visits and more, the House of Hiranandani republic day campaign shared personalized videos with its customers through social media, WhatsApp, and messages to communicate its core offerings and communication of ‘Right to perfect home’, at a time when people embraced normalcy in lives.

Category Introduction 

Real estate is a globally recognized sector and comprises four sub-sectors – housing, retail, hospitality, and commercial. Real estate sector in India is expected to reach a market size of US$ 1 trillion by 2030 from US$ 120 billion in 2017 and contribute around 13% to the country’s GDP by 2025. This sector is the heart of the economy and has linkages with over 250 allied-industries. The real estate sector is expected to contribute much more with rapid urbanization in India.

Brand Introduction

House of Hiranandani is one of the premium real estate brands developing iconic integrated communities in India. Since its inception, the company has aimed to alter the design of the living spaces in the country across Mumbai, Bengaluru, Chennai, and Hyderabad with a holistic living experience for residents. The brand invests heavily in research and development to ensure that each of its developments attempts at surpassing the industry benchmarks and redefines value engineering and design in real estate.

Summary 

‘Right to Perfect Home’ was a digital campaign launched by House of Hiranandani on the occasion of Republic Day.

The objective of the campaign was to reach out to every target audience at the time of their decision-making process of buying a property and informing them of their ‘Right to a Perfect Home’ through a personalized message. 

Keeping this and more in mind, Tonic Worldwide conceptualized and executed a campaign to create customized experiences, reflecting the offerings of the brand in the context. Thousands of hyper-personalized videos were created reinforcing and reminding buyers about their right to perfect home comprising varied elements such as spacious home, safety and security, convenience, fitness of mind and body, and luxurious living.

Problem Statement/Objective

The objective was to tell prospective customers through the personalized videos that they have the #RightToPerfectHome. For existing residents, the objective was to acknowledge their decision of owning a House of Hiranandani home and thus enjoying the right to a perfect home. 

Brief

  • To enhance customer experience with content that is digitally innovative.
  • To reinforce and remind residents, buyers about their right to a spacious home, to safety and security, convenience, fitness of mind and body, and luxurious living.

Creative Idea 

Thousands of prospects had visited the House of Hiranandani developments and sample apartments across locations. Leveraging the data shared by these visitors, they initiated a hyper-personalized campaign, the first-ever undertaken by a realty brand in India. Thus, thousands of hyper-personalized videos were created for prospects and residents. 

The brand engaged with its stakeholders with the motive of cherishing the significance of Republic Day with basic rights of living in a perfect home that provides space, safety, secured and a luxurious lifestyle.

Challenges

  • Creating top of mind recall for projects amongst existing & prospects 
  • Registering a significant brand recall  and to be the most desirable brand 
  • Creating a significant impact on social media through engaging and innovative content

Also read: How Lifebuoy advocated handwashing at Kumbh Mela with an activation

Execution 

To achieve the goal, the agency used the Tonic Worldwide Intuitive Programming (TWIP) and disseminated personalized videos to these customers, current, and potential via SMS and WhatsApp. The personalization included their name, the booking or visit date, and their respective locations.

Along with the personalization, they were also given an option to download the video to share with their loved ones on Facebook or visit the website where they could check out offers and more.

The campaign was also promoted among a larger audience on social media along with customized videos for the platform.

Results 

  • From thousands of hyper-personalized videos generated, the campaign garnered over 30,000 seconds of video watched time
  • Over 10% of audiences chose to download the video and share it with their friends and family. 
  • The campaign made an impact on social media with a total reach of 1 million+ across social media platforms with over half a million video views. 

Quote

Prashin Jhobalia, Vice President, Marketing Strategy, House of Hiranandani, said, “We always look to enhance customer experience, whether it is through the product or such innovative digital mediums. Delightful customer experiences go a long way in bridging robust relationships and encourage us to serve them better. Through the innovative ‘Right to Perfect Home campaign’, a personalized campaign initiated for a large database of prospects and residents, we aimed to establish a connect and educate the home-buyers that living in a perfect home was their basic right. We also took the opportunity to acknowledge the decisions of all our residents who had chosen a House of Hiranandani home to realize their right to a perfect home.”

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