#PictureofTrust: PNG Jewellers gets customers to share stories from their heart

Aimed to bring the brand’s Mangalsutra Mahotsav campaign online, engage the brand’s social community and get them to share their special moments, the contest also gave the brand good sales traction

In a bid to engage with more jewellery shoppers and brand customers, and to gain improved social media traction, PNG Jewellers recently held the #PictureofTrust contest online, and promoted it with the same hashtag. The contest was an extension of the Mangalsutra Mahotsav, that the brand held across Maharashtra and Goa, from mid-July to August.

The Mangalsutra Mahotsav featured the brand’s ‘Flip Mangalsutra’ collection which had two designs on one ornament – one on each side of the same mangalsutra, enabling the wearer to sport two unique looks.

According to Hemant Chavaan, Head, Marketing and e-commerce, PNG Jewellers, the mangalsutra is a symbol of eternal love, respect and trust, and the brand wanted the contest to be an extension of the campaign. Therefore, #PictureofTrust was a suitable route to bring this campaign online, engage the brand’s social community and get them to share their special moments.

With the aim of boosting social interaction with customers, the brand urged them to post/share a picture of themselves wearing their favourite PNG Jewellers mangalsutras. To ensure maximum impact of the contest, the brand also asked customers to invite three of their friends to follow the brand’s Instagram page to keep up with the contest.

For the brand, one of the highlights was that wife-husband duos were part of the contest as opposed to only women customers, who are the usual buyers when it comes to purchasing jewellery, especially mangalsutras. Moreover, the jeweller also achieved good sales traction through this social media contest.

At the end of the contest, four winners received gift vouchers as well as mangalsutras from the brand. The value of the gift voucher for the first prize was Rs 10,000 and Rs 8,000 for the second prize. The third and fourth prizes were gift vouchers worth Rs 6,000 each.

“The brand also soft-marketed its Flip Mangalsutra collection through this contest. Customers shared their heartfelt stories along with the mangalsutra posts. But more importantly, we are glad that customers pro-actively reached out to ask about the #PictureofTrust contest even before the brand started talking about it,” said Chavaan. The contest organically generated 1 lakh impressions and 5,000 consumer engagements. “Generally, there is 1-2% of customer engagement but in this case, it was more than 5%,” he added.

The goals that PNG Jewellers had set for the contest were achieved in all aspects – be it the stories and pictures being shared or the increased likes and shares of the social media posts.

“This contest and other such engaging activities on the brand page allow the audience to participate and interact with the brand. This encourages them to be a part of a social community which, in turn, increases the brand’s social footprint. For instance, the customers reached out to ask if they can visit our stores to try our products and post pictures with them. This helped increase the interaction between them and us, leading to a two-way communication channel instead of only us talking about the brand to them,” explained Chavaan.

The contest also helped the brand understand that the comments, replies and shares were an indication that the audience felt seen and heard, which was a crucial parameter for the brand’s success.

Written by Aparna Bhowmick
Retail Jeweller India Exclusive