Campaign Case Study: Hari Mari Car Giveaway

 

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Objective:
To increase brand awareness, drive customer engagement, and boost sales through an innovative and community-driven marketing campaign.

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Challenge:
Hari Mari faced a highly competitive footwear market and needed a unique way to stand out among competitors. The brand sought to strengthen its emotional connection with customers, expand its community, and create a campaign that would drive both immediate sales and long-term brand loyalty.

 

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Strategy:

1. Campaign Concept:

   • Developed the idea of a car giveaway to create excitement and draw attention to the Hari Mari brand. A classic vintage Bronco was selected as the giveaway prize to align with the brand’s adventurous and lifestyle-driven image.

2. Cross-Channel Promotion:

   • Designed a comprehensive, omnichannel campaign strategy leveraging social media, email marketing, paid ads, influencer partnerships, and retail store activations.

   • Created a visually compelling campaign theme featuring the Bronco, Hari Mari products, and a call-to-action: "Step into Adventure, Win a Bronco"
      

3. Entry Mechanism:

   • Customers earned an entry by making a purchase during the campaign period, incentivizing immediate sales.

   • Additional entries were offered for social media engagement, including following the brand, tagging friends, and sharing posts, fostering organic reach.

4. Influencer & Community Engagement:

   • Partnered with niche lifestyle influencers to amplify the campaign’s reach and showcase Hari Mari’s products in aspirational settings.

5. Retail Partnerships:

   • Coordinated with HM retail stores and partners to feature the campaign in-store, leveraging their customer base for increased visibility.

6. Tracking & Optimization:

   • Implemented robust tracking to measure campaign performance across all channels.

   • Used real-time analytics to refine targeting and creative assets throughout the campaign.

 

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Execution:

• Digital Marketing:

  • Ran paid social media ads on Instagram and Facebook, targeting adventure-seekers, outdoor enthusiasts, and Hari Mari’s core demographic.

  • Crafted engaging email sequences to inform subscribers about the campaign and drive conversions.

• Creative Assets:

  • Produced high-quality visuals of the Bronco paired with Hari Mari products to create a cohesive and aspirational narrative.

• Influencer Content:

  • Collaborated with influencers to produce authentic content showcasing their Hari Mari adventures, tied to the car giveaway.

• Retail Activation:

  • Displayed the Bronco at select retail locations to attract in-person customers and spark conversations about the campaign.

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Results:

• Increased Brand Awareness:

  • Achieved a 35% increase in social media followers during the campaign period.

  • Social posts featuring the Bronco garnered over 1 million impressions.

• Boosted Sales:

  • Recorded a 25% increase in online sales compared to the same period the previous year.

  • Partnered retail locations reported a 15% uplift in foot traffic and sales during the campaign.

• Customer Engagement:

  • Received over 10,000 campaign entries, including purchase-based and social media submissions.

  • Generated 2,000+ pieces of user-generated content, amplifying brand visibility organically.

• Long-Term Impact:

  • Strengthened the emotional connection with the Hari Mari community, resulting in increased customer loyalty and repeat purchase rates.

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​Conclusion:
The Hari Mari car giveaway campaign successfully elevated brand awareness, drove meaningful customer engagement, and delivered measurable business results. By combining a creative concept with a well-executed, multi-channel strategy, the brand solidified its position as a leader in the lifestyle footwear market.