Micromax Informatics Limited is one of the leading consumer electronics company in India, and the 10th largest mobile phone supplier in the world. Over the past decade, Micromax has pioneered the democratization of technology in India by offering affordable innovations through their product offerings and removing barriers for large-scale adoption of advanced technologies. Micromax is currently the 2nd largest smart phone company in India. Micromax is a brand which is close to the heart of the youth, and celebrates the vibrance of life and empowerment.
Micromax products have become an extension of the Indian youth’s lifestyle and dynamism. The company has many firsts to its credit when it comes to the mobile handset market; including the 30-day battery backup, Dual SIM Dual Standby phones, QWERTY keypads, universal remote control mobile phones & first quad-core budget smart phone. The brand’s product portfolio embraces more than 60 models today, ranging from feature rich, dual-SIM phones, 3G & 4G Android smartphones, tablets, LED televisions and data cards.
Micromax sells around 2.3 million Mobility Devices every month, with a presence in more than 560 districts through 1, 25,000 retail outlets in India.
Micromax Mobile wanted to empower those who are active inhabitants of the online world to come forward and participate in a campaign for social cause by spreading the Christmas cheer to everybody at the same time.
So Micromax launched a campaign on Twitter #CANGIFTHAPPINESS and with every tweet made using #CANGIFTHAPPINESS they donated Rs.1 to CRY, India! The campaign not only resulted into a great help for CRY but bestowed the mobile company with some great gifts like more impressions, more mentions, more followers and so on.
Objective Of The Campaign
C.R.Y (Child Rights and You) & India’s leading mobile phone company, Micromax’s Christmas campaign aimed at spreading the festive cheer for the underprivileged children in our society. This campaign had unique hashtag #CANGIFTHAPPINESS, Micromax ran a unique twitter contest for a week, under which for every tweet and re-tweet or shared Facebook posts with the hashtag #CANGIFTHAPPINESS, Micromax decided to donate one rupee to C.R.Y.
To allow and encourage Internet Users to come forward and participate in a campaign for social cause by spreading the festive cheer to all at the same time.
Approach Of This Campaign
Micromax launched this campaign with innovative hashtag #CANGIFTHAPPINESS on Twitter and asked users to use it in their tweets along with a wish in order to help them spread the happiness.
One Rupee was donated by Miramax for every Tweet around #CANGIFTHAPPINESS. The total number of tweets generated would be the amount of money being donated to CRY.
Christmas is always generous and special! Micromax particularly was fantastic they created a way to build a buzz and increase exposure of their brand. Micromax not only won the peoples heart they won people’s faith. Micromax customers were delighted too, they shared their product reviews for a chance to win something, and these were got others involved and attracted to new potential customers.
Micromax Mobile’s #CanGiftHappiness was a huge campaign for social cause. This summarized, Micromax promised to donate one Rupee to charity ‘CRY’, for every tweet made using this hashtag. 29.5 million Impressions later they were raised 469,666. Many contributed to this great cause they gained masses of publicity for the company with press articles made on the campaign.
Results Of This Campaign
- More than 11,600 people participated in the campaign.
- This campaign generated 29.5 million impressions during the Christmas week.
- 2,38,332 tweets were posted that made the donation amount to reach rupees, 4,69,664(INR).
- 2 lakh plus mentions were generated.
- Even celebs and influencers joined this campaign for social cause.
Looking above at the stats of the immense success of the campaign, Micromax gave double happiness as they doubled the donation amount. This campaign generated 234,832 tweets, and the amount of donation was increased to Rs. 469,664 by Micromax.
Many were invited for their maximum participation for this campaign for a special cause, the online contest was supported by an exclusive giveaway by Micromax, which included a special edition Hugh Jackman autographed Canvas Turbo smartphone & Hugh Jackman autographed postcards to 100 lucky winners for their participation.
Mr. Shubhodip Pal, Chief Marketing Officer, Micromax said, “At Micromax, we have always strived to create the most unique experiences through our product offerings or innovative campaigns. Of course this #CANGIFTHAPPINESS campaign with C.R.Y (Child Rights and You) was a great way to bring happiness alive on Christmas festivities for young children in our society who are often deprived of a smile and happiness. With this campaign, we are extremely delighted to be able to bring together thousands of people for a great cause, and make our efforts to spread more smiles and happiness successfully.”
This contest #CanGiftHappiness by Micromax received an overwhelming response from people in social media, as it took over the world of Twitter by being the top trend for the first 3 days. Many People consistently expressed their support to the noble campaign as it was generated a massive total of 29.5 million estimated impressions from 234,832 Tweets by 11,600+ users, the contest generated 10 tweets per minute throughout the campaign. We need to applaud Micromax for their support to under privileged childrens of our society. Wish we can see many more campaigns for under-privileged people. This was for social cause for sure, and a successful campaign on Social Media too. Let’s hope many more companies come forward and help many more people in near future.
Image Credits: Micromax