The document summarizes a social media campaign by HomeShop18.com to promote the launch of author Chetan Bhagat's new book "What Young India Wants". The #18ThingsIWant campaign asked people to share the 18 things they want in life. It trended worldwide within 15 minutes, reaching over 1.6 million people with over 1.3 million mentions and 3 lakh retweets. The campaign successfully generated awareness of the book and positive conversations around what people desire.
2. Highlights
• Objective: To highlight the launch of Chetan Bhagat’s new book, What Young India
Wants, on HomeShop18.com
• Strategy: Mix Insights on Consumer Sentiments along with a brand connect
• Campaign Name: #18ThingsIWant
• Core Achievements:
– The brand trended within 15 minutes of launch & went on to trend worldwide all the way
until the next day
– Awareness on the book and brand was spread across digital
4. The Concept
• Everyone loves to talk about WHAT THEY WANT
• We plugged in a Brand Connect asking audiences to
tell us 18 Things They Want in life
• Conversations ranged from a happy life, anti
corruption all the way to mobile phones & shopping
Conclusion: People WANT a lot of things & people who
are willing to listen
5. Statistics
• Trended in all the Cities, India and Worldwide
• Trended in Less than 15 Minutes
• Cumulative Reach of Over 1.6 Million
• Over 1.3 Million Mentions
• Over 3 Lakh RTs
6. Trend began at 12:47 pm
In less than 15 minutes reach at No 1