#AurDikhao Campaign by Amazon India — A Case Study

#AurDikhao Campaign’s Objectives

The social media campaign “Aur Dikhao” for the brand Amazon had following objectives:

• To showcase the variety of over 2 crores of products on the e-commerce portal given to the users to shop from.
• To create a buzz around the campaign and engage the audience with Amazon.
• To create a rapport of the brand in the market and recruit new visitors and buyers for the e-commerce portal.

Strategy of the Campaign:

• To garner the maximum outreach of the campaign, a two-minute film directed by Shimit Amin of Chak De fame was produced. The film also had a music score by Ram Sampat and lyrics by Amitabh Bhattacharya.
• The video engaged the viewers an array of hilarious situations with typical Indian consumer behaviour, like the tourist family asking for more places to visit even if they are not on the map! Along with the well suited lyrics with the resounding, “Hindustani dil kehta hai…aur dikhao…aur dikhao.”
• On Twitter, interesting conversations were made along with Twitter influencers. It asked the funny rap-man, Baba Sehgal to share his funny jokes and also the comedian and YouTuber Kanan Gill to review new movies.
• A contest was also planned and executed where the Twitter users were invited to tweet what they would like to see more of in this season of T20. The winners stand a chance to get Amazon gift vouchers.

Key Messages of the Campaign:

• Kyunki asli maza toh chunnein mein hain! Tell us what makes you go #AurDikhao
• RT this if you’ve ever heard the full menu (for a good 5 minutes) and then said #AurDikhao!
• .@OnlyBabaSehgalJitnabhikare control, aapke tweets pe hasi nikalti hai. Kuch #AurDikhao, ek wah-wah toh banti hai!
• .@inRedBull: What else do you have in store for us? We want more! #AurDikhao

Results of the Campaign:

The results of the Amazon’s social media campaign — #AurDikhao were:

• People engaged with the brand and participated in huge numbers.
• The video got more than 2 million views on YouTube.
• People participated in the contest and were engaged with the creatives, memes and tweets throughout the campaign.

What worked in the Campaign:

After analyzing the complete case study of the social media campaign #AurDikhao, here are the following key points which we felt worked very well for the campaign.

• Connecting with Twitter influencers and building social buzz around #AurDikhao has given a good start to the campaign.
• Based on the insight that the Indian consumer loves to be spoilt for choice and prefers to check out more options before finally making a purchase decision, Amazon gave the most appropriate name to the campaign which connected very well with the users.
• The collaboration of cricket with the contest acted as a magnet for getting all the cricket fans in campaign asking to show more to them.