Vijay Sales, an Indian electronics retail store chain, celebrated the milestone of one lakh fans on its Facebook page by thanking the fans 1,00,000 times with a 'Thank You' per fan. Designed by digital agency Cogmat, the campaign featured an app on the brand's Facebook page which showed Vijay Sales employees thanking those who visited the app on May 30.
Besides Facebook, on Twitter, tweets tagged with #100k highlighted a link to the YouTube channel during the course of the activity. Participants using the hashtag were also thanked, personally, on air. The hashtag #100k trended in Mumbai for over five hours on that day.
According to claims, the activity received 675 tweets, reaching 6,52,679 people on Twitter over a period of nine hours and 15 minutes. Besides this, 7,391 users were reached on Facebook without any ad spend.
Speaking about the objective behind the campaign, Ashish Gupta, director, Vijay Sales, says, "We wanted to convey our heartfelt gratitude to our existing fans while ensuring we create an avenue of excitement on our digital space and among our employees."
According to Gupta, the activity also conveyed the potential power available to the end customer. "The brand believes that everybody has the power to create and host their own online video channel - with the use of just a few easily available gadgets," the company says in an official communiqué.
Vijay Sales was founded as Vijay Television Store, a small television showroom, in Mumbai in 1967. In 1981, it changed its name and corporate structure. By March 2012, Vijay Sales had more than 3,000 employees, a well-connected supply chain and warehouses at its disposal. It also maintains an e-commerce website.