The company’s first ever digital campaign launched by Digital Quotient aims at engaging new age media audiences
Leading manufacturer and supplier of quality plywood wood, CenturyPly has launched its first ever interactive digital campaign. For the first time, CenturyPly has launched an aggressive digital campaign before a TV campaign, where the brand has launched a consumer friendly website, responsive with rich imagery and application based to create excitement amongst consumers. CenturyPly is also the first one within this product category to have come up with an aggressive Twitter campaign.
Since the last six years the brands key communications and positioning have been via TV campaigns highlighting the core functional benefits of strength and durability of CenturyPly products. For the first time the brand has stepped into the digital zone for engaging with their target audiences and consumers.
The brand, CenturyPly, launched their new communication ‘ Khushiyon Ka Rangmanch’ on the digital platform before it went on live on other media like print and TV.
We would like to share a few pointers about the campaign which would give you an insight about the same…
- In this category, first time ever has a brand launched their campaign on the digital medium first before airing it on TV
- A brand new website which is responsive, has a great visual appeal as its rich imagery, very informative and a great user interface which is aimed at easing the process of choosing products when it comes to this category
- A website runs smoothly on all mediums aimed to create excitement in consumer since it is low involvement category
The new communication was launched by introducing the new website and announcing the communication on Twitter wherein the campaign was built on the brand line ‘ Khushiyon Ka Rangmanch’ wherein we asked users to share their furniture stories with which they have an emotional connect with. It was a successful campaign considering the numbers that we manage to garner:
Volume: 5000+ tweets
Timeline deliveries (impressions) : over 5 million
People reached (unique users): 4 lakh +
Hashtag trended in India for 5.30 hours