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Increasing engagement
and awareness for
Tata CLiQ on Instagram

Industry

Services

E-Commerce

Video Creation & Marketing

Social Media Marketing

Influencer Marketing

Industry

E-Commerce

Services

Video Creation & Marketing

Social Media Marketing

Influencer Marketing

Campaign Objective / Client Brief

Tata CLiQ approached us with a single requirement, how do we increase the engagement on our Instagram handle and improve positive engagement at the same time?

Strategy / Execution

This requirement was pretty straightforward and got us thinking, who are actually the followers of Tata CLiQ and what do they miss the most? The answer was rather simple yet complicated, the users of Tata CLiQ are shopaholics who miss shopping and hanging out with their friends at the mall due to the ongoing lockdown. The solution to the problem was in the problem itself! We bring back the malls. So what if people can’t visit the mall, we can bring the mall to their fingertips.

Thus, we had a BIG idea, a virtual mall. A chance for the audience to live the nostalgia from the comfort of the couch. Visiting a mall was now just a click away, and thus emerged #MallAtACLiQ.

We made a virtual mall on Tata CLiQ’s Instagram handle with all the offline mall experiences of shopping, gaming, food, clubbing and fun. The cherry on the cake - This idea justifies the whole & sole purpose of e-commerce i.e. bringing the malls on people's palms.

Once the idea was locked we literally created a 4 storey mall interior on Tata CLiQ’s Instagram timeline with each floor having multiple shops and each shop having something unique to offer to the user in terms of real shopping experience. The 4 storey long grid acted as a mall with shopping, gaming and movie theatre on your palm.

Go To Profile

We made a virtual mall on Tata CLiQ’s Instagram handle with all the offline mall experiences of shopping, gaming, food, clubbing and fun. The cherry on the cake - This idea justifies the whole & sole purpose of e-commerce i.e. bringing the malls on people's palms.

Once the idea was locked we literally created a 4 storey mall interior on Tata CLiQ’s Instagram timeline with each floor having multiple shops and each shop having something unique to offer to the user in terms of real shopping experience. The 4 storey long grid acted as a mall with shopping, gaming and movie theatre on your palm.

Go To Profile

That was not the only highlight, each shop had a host in the form of an influencer who used to guide the user in terms of styling. We picked up 4 influencers to host the audience at our virtual mall and help them decide on their choices of shoes, clothing, watches and jewellery via a lookbook video. This activity therefore helped us deliver a more personalised experience to our Instagram audience.

But do you visit a mall only for shopping? What about movies or hanging out with your buddies at the foodcourt or clubbing? And that’s exactly what we did, we added one floor entirely dedicated to a cinema theatre, food court and a pub. We did not stop there and added a total ASMR experience in terms of cinema lobby ambience, energetic EDM soundtrack at your favourite pub and the ever hustle and bustle of a food court.

Since the other leg of the brief also aimed at improving positive engagement, we laced our 4 storey grid with contests and engaging content on every floor. These content not only helped us increase engagement but also positive engagement, scores of users turned up and engaged with our posts therefore lifting the engagement rate for our Instagram handle.

We also tied up with a social discovery channel partner in order to boost our reach. The campaign was well received and appreciated by the audience on our social discovery partner resulting in hundreds of positive comments. This not only multiplied our reach capabilities but also improved the authenticity of our message, giving proof of the idea being accepted by all.

That was not the only highlight, each shop had a host in the form of an influencer who used to guide the user in terms of styling. We picked up 4 influencers to host the audience at our virtual mall and help them decide on their choices of shoes, clothing, watches and jewellery via a lookbook video. This activity therefore helped us deliver a more personalised experience to our Instagram audience.

But do you visit a mall only for shopping? What about movies or hanging out with your buddies at the foodcourt or clubbing? And that’s exactly what we did, we added one floor entirely dedicated to a cinema theatre, food court and a pub. We did not stop there and added a total ASMR experience in terms of cinema lobby ambience, energetic EDM soundtrack at your favourite pub and the ever hustle and bustle of a food court.

Since the other leg of the brief also aimed at improving positive engagement, we laced our 4 storey grid with contests and engaging content on every floor. These content not only helped us increase engagement but also positive engagement, scores of users turned up and engaged with our posts therefore lifting the engagement rate for our Instagram handle.

We also tied up with a social discovery channel partner in order to boost our reach. The campaign was well received and appreciated by the audience on our social discovery partner resulting in hundreds of positive comments. This not only multiplied our reach capabilities but also improved the authenticity of our message, giving proof of the idea being accepted by all.

That was not the only highlight, each shop had a host in the form of an influencer who used to guide the user in terms of styling. We picked up 4 influencers to host the audience at our virtual mall and help them decide on their choices of shoes, clothing, watches and jewellery via a lookbook video. This activity therefore helped us deliver a more personalised experience to our Instagram audience.

But do you visit a mall only for shopping? What about movies or hanging out with your buddies at the foodcourt or clubbing? And that’s exactly what we did, we added one floor entirely dedicated to a cinema theatre, food court and a pub. We did not stop there and added a total ASMR experience in terms of cinema lobby ambience, energetic EDM soundtrack at your favourite pub and the ever hustle and bustle of a food court.

Since the other leg of the brief also aimed at improving positive engagement, we laced our 4 storey grid with contests and engaging content on every floor. These content not only helped us increase engagement but also positive engagement, scores of users turned up and engaged with our posts therefore lifting the engagement rate for our Instagram handle.

We also tied up with a social discovery channel partner in order to boost our reach. The campaign was well received and appreciated by the audience on our social discovery partner resulting in hundreds of positive comments. This not only multiplied our reach capabilities but also improved the authenticity of our message, giving proof of the idea being accepted by all.

20 Million +

People Reached

26 Million +

Impressions

2.4 Million +

Engagements

The video along with the static posts was promoted on Instagram to a pan-India working-class audience for more engagement and reach using Facebook’s RnF buying technique.

20 Million +

People Reached

26 Million +

Impressions

2.4 Million +

Engagements

The video along with the static posts was promoted on Instagram to a pan-India working-class audience for more engagement and reach using Facebook’s RnF buying technique.

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