Supply and demand can be a tricky balancing act, but Indian snack-brand Parle Agro made smart use of Twitter as a way to gauge which stock to order next. Parle used Twitter to track stocks with consumers tweeting in about non availability of the baked snack Hippo. At zero cost Parle was able to replenish the stock in hours and keep the consumers updated about the availability of the snack. The campaign led to 76% increase in sales with few months of launch. The number of people tweeting was equivalent to 50% of sales and distribution network for Hippo. The campaign also helped Parle identify key markets and potential markets for Hippo.
YouTube case study Hippo Twitter strategy
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Brand: Hippo | Media: Twitter | Country: India |Sector: FMCG | Agency: Creativeland Asia| Format: Twitter
Parle used the Twitter information to quickly replenish the socks through its sales and distribution team.
The innovation led to word of mouth and popularity in digital space with articles and blogs.
The most active tweeters got any hunger hampers with handwritten notes for helping the brand.
The Campaign won several awards for its innovation – Creative Abby – Gold in Interactive category for creative use of social media; Media Abby – two Golds in Best use of media – social media and Best use of Never before Media. Three Golds in Campaign India Digital Media Awards for Best Loyalty Campaign, Media Innovation and Best Social Media strategy for Plan-T – Tracking Inventory through Twitter.
