The communication goal
Tata Croma is one of India's leading retail chains for consumer electronics and durables. Over the last decade, Croma has almost become synonyms for all electronics needs, with its tech-savvy staff, product range, online presence and the will to help customers.
The core of the electronics brand TG is the young audience between 20-30 years of age. In the last few years awareness scores for the brand had fallen. One of the key reasons was identified as heavy competition due to the increase of Ecommerce sales of electronics. It became imperative to keep the TG engaged.
The goal was to increase engagement and thereby drive awareness.
The situation analysis
Instagram is the new Facebook! Our TG of 20-30 year olds spend more time on Instagram than any other social media platform. Hence, we decided to make it our primary platform for engagement.
We scanned through user behaviour on Instagram and had two clear observations:
- Users explore the multiple options of filters that Instagram offers for every photograph that they upload. This is how they discover what looks the best, and is one of the primary features of the platform
- Since Instagram is a visual medium, users like to scroll through a lot of photos on any given day. They also like to explore content by creators and use hashtags to stay informed of new content under the same hashtag