Parx bagged the title of ‘Best Use of Social media in Marketing Award’, at the recently concluded Asia Retail Congress 2015. The award was conferred to them in recognition of its innovative and engaging twitter content during the FIFA World Cup 2014. Asia Retail Congress 2015 is one of the most prestigious single most important global platform to promote world-class retail practices. The focus of award ceremony was to identify and recognize the retail excellences.
Parx’s ground breaking twitter based engagement and contest was divided in to three different phases, to sustain interest and ensure constant follower participation. One of the key objectives was to increase relevant follower base and give them an extra reason to stay awake to watch the match, and simultaneously contribute to the Parx led social media campaign.
Sharad Walia, Brand Director, Parx said, “Social Media is indeed a critical platform to directly engage with consumer, however the challenge is immense as every brand is trying their best to grab their attention. This award speaks highly about the team, who not only broke the competition clutter, but also succeeded to achieve the brand’s objective. It’s great to see Asia Retail Congress celebrate excellence in this area and I’m particularly elated to see our brand Parx achieve great success.”
Spanned over one month the insight based, yet creatively developed ‘Soccer ka siddhu’ contest urged fans to move away from just commenting, and give commentary in the typical Siddhu style. In the exciting ‘Semis ke Breakers’ contest, followers were encouraged to tweet breaking news from the semi-final matches. The final leg of the competition was named ‘Soccer ka Mahabharat’, wherein the participants had to name a star player resembling a prominent Mahabharat characters. This innovative twitter competition not only held the attention of Parx followers, but helped the brand to increase its follower base by a whopping 35%, just within a span of 30 days.
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