How Some Brands Cut Through The Noise During GOSF 2013

The recently held Google Online Shopping Festival (GOSF) saw almost all of the top ecommerce companies in the country trying to offer their best deal to the customers. The entire social media and Internet was clogged with a barrage of offers and discounts from these portals.

 Getting attention in the real world is so difficult, let alone the digital world with all the fast changing social activity and noise. Standing out and getting noticed requires some good ideas and online stunts to be performed.

Inspite of all the noise around the GOSF 2013 festival, some ecommerce portals managed to get their message out, cutting through the rest of the noise. Here is a look at a couple of them.

Shine.com & Superstar Rajinikanth

Shine.com, the job portal owned by The Hindustan Times, had one such interesting online stunt up their sleeves and it did manage to garner some attention during the recently concluded GOSF 2013.

Shine.com helps users by getting their resumes get better exposure through social and employee referrals. The service also has a resume writing service, where users can get resumes made through professional resume creators.

The company earlier created a profile for Superstar Rajinikanth on LinkedIn and then ran a Twitter contest based on it from 12th December, the second day of GOSF, which was also Rajinikanth’s birthday. The contest ran along with a discount on their resume writing service.

Rajinikanth

Within hours their Twitter contest, with the hashtag #RajinikanthCV, was trending on the social networking site.

To participate in #RajinikanthCV contest,connect to #RajiniKanth’s Linkedin profile & tweet some wonderful skills! http://t.co/vZV6SfFLBJ

— Shine.com (@Shinedotcom) December 12, 2013

The Shine.com marketing team made good use of the fact that Superstar Rajinikanth will stand out no matter how loud the noise is.

Google & The Nexus contest

Google India had a bad start at GOSF with the GOSF site facing a lot of downtime and glitches. Netizen had taken to the social media to vent out their anger and frustration over this inefficiency by GOSF organizers.

In a smart move to overpower the hate noise being made on social media, Google India launched the GOSF Nexus 7 contents on December 13th , along with the news of extending the festival by a day.

The contest gave away a Nexus 7 every hour it ran and the contestants had to share on Twitter ‘Why they deserved the best deals’ along with the hashtag #GOSFDeal.

Tell us why you deserve a deal & win a Nexus 7 every hour. Make sure you use #GOSFDeal & #GOSF for the entry to be valid.

— Google India (@googleindia) December 13, 2013

The hashtag immediately started trending ensuring a positive trend for Google India and the festival across the social networking site.

This marketing stunt helped Google India drown all the negative comments being shared regarding GOSF and all it took them was nearly or less than Rs 2,40,000 (approx. cost of 24 Nexus 7) to get trending on Twitter and keep the netizens engaged.

GOSF 2012 vs 2013

Unlike last year’s GOSF, which ran only for 24 Hrs, this year’s edition saw the festival happen over a 72 Hr (11th-13th Dec) period with over 200 participating portals, which was later extended for another 24 Hrs due to a technical glitch that lost shoppers a good part of the first few hours of the festival on the first day itself.

Here are what some the activity the online portals saw during the period.

This year online marketplace Snapdeal saw a 10X increase in sales during GOSF 2013, as compared to last year. While sales was largely from metro cities last year, this year saw the company getting sales from smaller cities too.

Online fashion store Myntra also saw a similar trend this year during the festival. The portal sold a record 1 lakh products on a single day and saw over 3.5X increase in its revenues during the first 24 hour period.

GOSF search trends

GOSF search trends

Indiatimes Shopping also saw a 1.5X increase in business during the festival as compared to last year’s GOSF. The portal said that 60% of the customers it saw shopping on the website during GOSF were new customers.

Online coupon site CouponDunia saw more than 2,94,000 visitors during this year’s GOSF as compared to nearly 84,000 visitors who visited the site during GOSF 2012 edition.

Some Sales Data From GOSF 2013

  • Ecommerce portal Myntra sold 1 lakh products from their fashion category on the first 24 Hrs of the festival itself.

  • Homeshop18 saw a  4X increase in sales during the festival as compared to sales on other normal days.

  • Amazon India saw a 5X increase in overall sales volume across categories.

  • Online shopping portal Infibeam said that their website saw 80% jump in traffic and nearly 60% jump in actual transaction during the first 10 hours of the festival.

  • Ecommerce site Yebhi also witnessed 50% increase in traffic during GOSF 2013 as compared to sales on normal days.