CASE STUDY 2
From invisible to unmissable — how we helped Sonata own the feed.
Sonata, a watch brand from the house of Titan, approached us in October 2022 seeking to strengthen their social media presence, drive website traffic, and accelerate follower growth. Having only recently begun paying serious attention to their digital platforms, the brand recognised that to connect with young, urban Gen Z audiences across select Tier 1 and predominantly Tier 2 and Tier 3 towns, their social media identity needed to reflect the values and aesthetics their target consumers could genuinely resonate with.
We transformed what was essentially a product showcase page into a dynamic, engaging platform — one that built meaningful reach and engagement through topical day contests, collaborations with micro and macro influencers, creative product showcases, meme marketing, and giveaways. Facebook saw engagement grow 2.5x in the January–March quarter, rising to 5,613,480 from 2,245,392. Instagram reach increased 1.7x, reaching 11,870,838, while Profile Visits surged by 90.9% in the same JFM quarter — growth driven by a combination of organic content and paid media.
This growth was fuelled by a strategic synergy of topical day campaigns paired with contests and giveaways. A standout activation was the Valentine’s Day campaign, which invited audiences to guess which watch collection best matched their partner’s personality. Each collection was assigned a distinct personality card, and participants were encouraged to identify the one that suited their partner the most. The contest was further amplified through micro and nano influencer partnerships, alongside organic rollout across Sonata’s own pages, with giveaways offered for the most compelling responses.
The Hidden Cost of Contests — and How We Solved It.
While each contest delivered a significant spike in followers, it was consistently followed by a notable wave of unfollows. Contest campaigns typically run on open or broad targeting — wide age groups and general interest categories — to maximise participation. However, the drawback of this approach is that once the contest concludes, a large portion of newly acquired followers disengage and unfollow the brand.
To counter this, we rigorously tested each collection against three to four niche interest groups and specific age brackets through high-budget paid campaigns. For instance, a premium-looking collection featuring metal straps and leather bands resonated most strongly with young millennial professionals in IT, technology, law, and marketing roles across Tier 1 and Tier 2 cities. The same collection also demonstrated strong appeal among men aged 40–50 in these cities, as well as among women seeking gifting options for sons and husbands during festive occasions or key topical moments such as Rakhi and Valentine’s Day.
