Here’s How We Launched BMW’s Urban Retail Store In Hyderabad
As a platform, our expertise lies in creating content that speaks with our users in a particular city or audiences across the country. Leveraging this ability, we recently partnered up with BMW India to launch their new Urban Retail Store, right in the middle of the pandemic, in the city of Nizams. With the objective of driving awareness, creating buzz and having folks check out the store, we devised a campaign that included recommendations, influencer collaboration, videos, social media engagement series and online quizzes.
Delivering on over 6 Million+ eyeballs, we spoke with the audience of Hyderabad and introduced them to the coolest showroom in the city. Here’s how we did it!
Pre-Launch
We started with the ‘Something Big Is Coming’ teaser videos with leading influencers to build curiosity and have folks talk about the launch. Influencers like Jahnvi, Hasini Reddy, Kainaz Reddy & Food Trails created short teaser videos highlighting key elements of the showroom, without revealing the name or the place. These posts were then featured on LBB’s app and web and amplified via social media, to create maximum engagement with our users.
The Launch
Once we had piqued user’s interest, we revealed the showroom with all its USPs with a recommendation and a walkthrough video. To make the launch even more exciting, BMW offered special discounts to our users who showed interest in the BMW merchandise. With a click of a button, they could fill up a form with their details and receive a confirmation email from the brand.
Post-Launch
For the final leg of the campaign, we invited Hyderabadis to participate in a four-part live-online quiz called ‘BMW In Hyderabad’. Rewards? They get to win BMW merchandise! With questions weaved around the history of Hyderabad, and the offerings at the new showroom, we saw participation from 500+ users who spent over 20 minutes directly interacting with the brand.
Results:
- 150% delivery on impressions
- 300% delivery on leads generated
- 40%+ conversion on registrations to quiz
- 147 direct queries to BMW
Key Learnings:
- When your target audience sees influencers (that the users follow) at the Urban Retail Store, the reliability increases and that pushes the TG to visit the store too.
- Sharing a discount code with a selected few users who registered via LBB’s article enabled walk-ins to the store as an add on.
- The quiz, as part of the post-sustenance plan of the BMW quiz, got the brand ample of registrations.
- The real-time quiz lets you interact with your target audience in a fun way while giving brand information in a seamless manner without being a force fit.
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