Springfinity.com, an online entrant in gardening and accessories engaged with major brands on twitter on Earth Day and garnered more than 2lakh impressions.

Off late we have seen a lot of brands engaging with each other very actively on social media platforms. As the online market  heats up it has become increasingly important for brands to connect with consumers as humans. Brands need to drop the agenda hidden behind their marketing messages and start talking and feeling like human beings.

brands need to be human

What we have then, as a result of this are things like the twitter splat between ‘Stayzilla’ and ‘Oyo Rooms’ or a funny exchange of banter between Zomato and Amazon which led to Ebay, Flatchat and RedBull cash in on the opportunity.

Taking funny digs at each other on twitter and other social media platform has become the new form of ambush marketing. How can we forget the hoarding overdose provided to us by Housing and CommonFloor which went viral. Even aside of this, there are number of examples where brands have taken a dig at each other to either promote their existing campaign or mock or cash in, on their competitors current one.

However, here comes a brand, a fairly new one, that just wants to thank other brands for being themselves. All said and done, the above mentioned brands and many others do play an important part in making our life easy in some way or the other.

This Earth Day, Springfinity, an online aggregator of plants, gardening accessories & services, organic produce and green consumer products decided to engage with brands on Twitter, with #LetGrow and acknowledged their efforts towards doing what they do best.

The campaign was crafted towards recognizing the efforts of various brands and people for letting ideas, perspectives and love grow on the Earth. The campaign can be termed as a major success, considering that they have been active only for a month on Twitter. Springfinity, is, basically, everything from the garden and hence as a brand they tried to stay honest and relevant to their core proposition of growing a garden, even while creating engaging content on Facebook and Twitter.

Also Read : Analyzing 5 recent TV campaigns and their hashtags

Building a Brand Connect

Through the #LetGrow hashtag, Springfinity tweeted relevant #LetGrow tweets and updates to various brands, and got great responses from the same, thus building great conversations on Earth Day. The conversations grew over the day, and we built responsible interaction over #LetGrow with various brands like Club Mahindra, Magic Bricks, PaperBoat, Microsoft Ventures, Godrej Nature’s Basket, Havells India, Mahindra Rise, Tanishq and Gaana.com to name a few. You can find a twitter snapshot of a few relevant actions taken by brands below.

springfinity twitter campaign

Reach

By engaging brands on twitter, Springfinity reached more than 2lakh accounts and impressions on twitter for their hashtag, #LetGrow.

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Some of the creatives used by them for this campaign,

#letgrow springfinity

#LetGrow springfinity

What do we know? What have we learnt?

  1. With regard to current start-up ecosystem in India, brands are finding it congenial to engage with other brands. As the scene becomes more dynamic, we may expect to witness a greater dialogue among brands.
  2. That brands need to be more human, has been an argument since the advent of social media, online conversations and the discovery of zero moment of truth. The earlier you revise your strategy to make your absolute agenda slightly implicit and appeal to the human angle of consumers the better you connect with them in the long run. Precisely the reason why branded long form content and telling stories has become the norm in advertising.
  3. It becomes very important to support causes that relate to your brand’s core proposition. Brands cannot afford to be non-contextual and yet go scott free without consumers realizing that it’s an agenda more than a concern. Earth Day here couldn’t have been more contextual for a brand like Springfinity and for a start-up with absolutely zero marketing budget, this was a brilliant start to their marketing campaigns in the future. Hear them talk on Facebook & Twitter.