Overview
In today’s fast-paced world, convenience is king. We’re accustomed to getting everything at our doorstep— groceries, gadgets, gourmet meals—why not homes? Not just food, order your future! Presenting # HomesDelivered.
Imagine ordering last-minute supplies or a late-night snack, and along with it, you discover something unexpected: Your dream home. Godrej Properties is redefining the idea of convenience with #HomesDelivered,
with a bold, innovative marketing IP that uses hyperlocal delivery apps to make a surprising statement: you can now order a home just like you order your groceries!
Objective
The primary objective of the #HomesDelivered campaign was to increase brand recall and excitement for Godrej Properties' latest offering, Woodscapes in Whitefield, Bengaluru and drive awareness, site visits and lead generation for Godrej Woodscape.
Strategy
The campaign was designed to be a phygital experience, combining physical elements with digital outreach. The strategy involved:
Key Partnership: Godrej Properties collaborated with Swiggy Instamart to deliver branded ‘House Keys’ to over 10,000 customers in select Bengaluru pin codes. These keys, termed as the ‘Key to the greenverse,’ were included with customers' grocery orders, creating a moment of surprise and curiosity.
Hyperlocal Targeting: The campaign specifically targeted residents near Whitefield, ensuring that the message was highly relevant and impactful. Ads were tailored to the local audience, further enhancing the campaign's effectiveness.
Influencer Activation: Local influencers were engaged to amplify the campaign on social media. The involvement of popular comedian Kenny Sebastian added a viral element, making #HomesDelivered trend on X (formerly Twitter) even during a high-traffic event like a T20 World Cup match.
Execution:
Key Delivery: The ‘Key to the greenverse’ was delivered to Swiggy Instamart customers, and integrated into their regular grocery orders. This unexpected addition sparked curiosity and conversation among recipients.
Social Media Amplification: Influencers and customers shared their #HomesDelivered experiences online, driving organic discussions and engagement. The campaign's hashtag trended on X, reaching a wider audience beyond the initial hyperlocal focus. - Influencers | Kenny Sebastian
Content Creation: A video highlighting the campaign's unique approach was shared on platforms like Instagram, further boosting visibility and engagement. - CGI Video
Results
The #HomesDelivered campaign exceeded expectations, achieving significant outcomes:
High Engagement: The campaign garnered 19M impressions on digital platforms, with #HomesDelivered trending on X for several hours, even during a T20 World Cup match.
Increased Site Visits: The campaign led to a substantial rise in site visits to Godrej Woodscapes, with many visitors mentioning the campaign as their reason for visiting.
Digital Sales Boost: Digital channels contributed 50% of the total sales, a direct result of the campaign's targeted digital strategy.