How Chandni Chauk went viral on Facebook in a month

Brief• Client: Chandni Chauk !• Agency: Social DNA !• Target: Women of Hyderabad

(mainly youngsters) !• Media: Facebook Pages !• Objective: To make the brand

‘Chandni Chauk’ viral amongst women on social media.

Store ProfileChandni Chauk is a women’s fashion designer boutique that sells items ranging from readymade garments to bedsheets, jewelry, and even tailors their very own garments. Their aim was to bring the concept of the famous buzzing market place of Delhi, Chandni Chowk, to Hyderabad, through their vibrant and lively clothing and accessories.

Challenges• To make the brand

Chandni Chauk viral on Facebook within 15-20 days amongst our niche market — young women on social media.

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• Using social media to increase store walk-ins.

Our Approach• Prior to the launch of the store, an

event was created on Facebook to notify people about the opening.

!‣ Social DNA launched a viral e-mail

campaign to invite people for this event.

!‣ People were sent a coded link which

re-directed them to Chandni Chauk’s Event Page on Facebook.

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• Social DNA tied up with a digital event marketing agency to promote Chandni Chauk’s store opening event.

!‣ Implemented piggyback marketing, and reached out to

their existing follower base on social media. !• As part of the Public Relations for the store opening,

photos of the same were shared on Facebook and were promoted through sponsored stories.

!• To reach the brand’s demographic (16-36 year old women

of Hyderabad), there was a lot of targeted posting, focusing mainly on college students and young female employees of multinational corporations.

• Chandni Chauk’s Facebook page also acted as a one-stop customer service portal for their followers, where queries of customers are always answered.

!• Facebook discounts, deals and offers were

put up on the Facebook page that could be availed by followers that are active on Facebook.

!‣ For example, Chandni Chauk offered a 10%

discount if customers would ‘check-in’ to their store on Facebook.

!‣ This increased brand visibility amongst

customers and people in their network.

Exhibit 1 — An example of one of Chandni Chauk’s discount offers !on Facebook

Results• In just one month, page likes for

Chandni Chauk on Facebook had reached 2,000. !

• Through cross-promotional marketing with other digital marketing agencies, over 3,000 people had been reached, and were aware of Chandni Chauk’s store opening.

!• Achieved brand virality amongst our target

audience. !• Successfully built high user engagement

on the brand page on Facebook.0

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1000

1500

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February 22 March 1 March 8 March 15 March 21 March 28

Facebook Page Likes

Exhibit 2 — A graph representing increase in Facebook likes from !February to March!

Exhibit 5— An example of our customer service on Chandni Chauk’s Facebook Page!

Exhibit 4 — A creative cover photo designed by Social DNA for Chandni Chauk!

Exhibit 3 — Photos of the store’s launch were shared on !Facebook