Joyville's JoyHo campaign creates sensational buzz, hooks the audience on social media
The campaign was kicked off with a video featuring former cricketer and Joyville's brand ambassador, Saurav Ganguly
Joyville Shapoorji Housings's innovative social media campaign for JoyHo, India's largest home-buying festival, surpasses expectations, engages potential homebuyers, and amplifies the brand's social media presence.
Joyville Shapoorji Housing, a renowned real estate developer, has taken the digital world by storm with its electrifying social media campaign for JoyHo, India's biggest home-buying festival. The objective was to create an unprecedented buzz on social platforms, ignite conversations, and surpass the previous season's success. Under the tagline "larger-than-life," Joyville orchestrated a meticulously crafted social media strategy that perfectly matched the grandeur of the festival.
Recognizing the emotional significance and anticipation associated with home ownership, Joyville cleverly weaved a simple yet powerful message into its social media posts: "Ab wait nahi joy hoga" (No more waiting, only joy). This strategic cue aimed to inspire potential homebuyers to seize the moment and invest in their dream homes during the festival. The campaign was kicked off with an intriguing video featuring former cricketer and Joyville's brand ambassador, Saurav Ganguly, which generated immense curiosity and anticipation among his followers.
In the video, Ganguly hinted at sharing significant news but paused mid-sentence, leaving viewers eagerly awaiting the revelation. Within seconds, the video resumed, and Ganguly proclaimed, "Kuchh cheezon ka wait achha nahi lagta na, toh ghar khareedne ka wait kyun? India's biggest home-buying festival is Live toh ab wait nahi joy hoga" (Waiting doesn't feel good for certain things, so why wait to buy a home? India’s biggest home-buying festival is live, so no more waiting, get ready for celebrating). This masterstroke generated an immediate impact, setting social media ablaze with discussions and conversations across various platforms.
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Sriram Mahadevan, Managing Director of Joyville Shapoorji Housing, expressed his appreciation for the remarkable campaign, “We are thrilled with the overwhelming response received for our JoyHo social media campaign. It has truly ignited the spirit of homebuying in India, encouraging people to seize the moment and invest in their dream homes. We are dedicated to delivering exceptional experiences and assisting individuals in creating a lifetime of joy. Join us as we continue to celebrate the joy of finding your dream home.”
Joyville's social media team played on the "wait" factor, delivering captivating content that resonated with the audience. They presented relatable scenarios such as "Khana deliver hone ka wait acha nahi lagta na, toh ghar khareedna ka wait kyun?" (Waiting for food delivery doesn't feel good, so why wait to buy a home?). Additionally, the team employed social-friendly abbreviations like "BRB" (be right back) and "TTYL" (talk to you later) in witty posts, striking a chord with the audience and leaving them yearning for more.
The campaign's impact extended beyond Joyville's immediate sphere as influencers joined forces to spread the word about the #JoyHo campaign like wildfire, amplifying its reach and resonance.
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Harnessing the power of creativity, Joyville incorporated Apple Memojis to create delightful snackable videos featuring Mr. and Mrs. Joy, the brand's social media ambassadors. Through short comic sketches, these videos brought relatable insights about homebuying to life, eliciting laughter and encouraging potential homebuyers to take the plunge and buy their dream homes. Joyville's approach was not limited to external viewers; it also engaged its internal employees through "Throwback to JoyHo" films, evoking nostalgia and building excitement for the current festival. Virtual workshops were organized for channel partners, fostering collaboration and knowledge-sharing to ensure a unified celebration of joy.
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P. Rajendran, Chief Sales and Marketing Officer of Shapoorji Pallonji Real Estate, said, “We believe in the power of creativity and innovation to connect with our audience at Joyville. The JoyHo social media campaign exemplifies our commitment to captivating narratives and engaging content. It's been an incredible journey, fueling conversations, driving digital traffic, and growing our fan base. We are grateful for the overwhelming support and look forward to influencing even more people to experience the joy of homeownership.”
The campaign's success was evident on Twitter, where the hashtag #JoyHo trended at the number one spot on India's top Twitter search trends. This accomplishment further fueled nationwide conversations and ignited a passion for the festival among users.
Joyville's JoyHo social media campaign has achieved remarkable results, reaching over 7.9 million people, and generating traffic of 14 million. These staggering numbers stand as a testament to the unwavering creativity and dedication of Joyville's marketing team.
Crafting a comprehensive strategy that left no stone unturned, Joyville's social media campaign captivated audiences, drove unprecedented traffic, and expanded the brand's customer base to new heights. As the JoyHo festival continues to unfold, Joyville Shapoorji Housing invites everyone to abandon the wait and embrace the joy of finding their dream home.
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