#HaierHoliChallenge Influencer-Led UGC Campaign

Building an optimistic mood during the festive season with a strong brand association.

Locked down and disturbed, as the nation dealt with the second wave, we suggested Haier to become a source of optimism for the people of the country. Giving our audience a reason to enjoy while manifesting their motto of Inspired Living, Haier initiated a campaign for Holi 2021 with a special message- ‘Celebrate, but from a distance’.

CHALLENGE. In India, nothing spells celebrations more than the festival of Holi. The colors, the mithai and of course the dancing! However, with the pandemic lurking around, the meaning of festivals changed- people couldn’t step out of their homes, no more hugs or exchanging sweets, shopping became a thing of the past, and celebrating together as one big family became a dream. So, how did Haier India help people keep their excitement alive and instill hope in them for the festive season?

SOLVE. Utilizing the then newly popular Reels feature on Instagram, Haier India launched a dance challenge with one single motive- ‘Giving people a reason to smile and celebrate while maintaining distance’. Equipped with a strategic plan, original audio track, a signature dance step, and an army of popular influencers, Haier India launched the #HaierHoliChallenge with a great noise, attracting over 100 unique entries in less than 24 hours. Out of a team of 62 influencers, Dhanashree Verma Chahal and Aly Goni led the campaign ahead and offered a positive boost to the campaign.

RESULT. The cumulative video views for the celebrity influencers- Dhanashree and Aly Goni alone went over 1 million in less than 5 hours of the launch. The campaign reached out to a cumulative follower base of 13.1 million followers of the selected influencers. The overall video views for the influencers stood at 4.1 million with total engagement crossing 472K. The numbers we achieved by the end of the campaign were even more staggering.