Joyville’s latest social media campaign reshapes homebuying experiences
For many individuals, owning a home is a cherished aspiration that holds significant meaning in their lives. It is a goal that often involves waiting for the perfect moment to invest in something of such immense value. Homebuyers patiently bide their time, eagerly anticipating festivals, special offers, or other significant milestones that can provide them with the ideal opportunity to embark on their homeownership journey.
Tapping into this sentiment, Joyville by Shapoorji Pallonji, a prominent name in the real estate industry, unleashed a noteworthy social media campaign for JoyHo– India’s biggest home-buying festival. By seamlessly weaving a simple yet powerful message into their social media campaign—”Ab wait nahi joy hoga”, they successfully encouraged those sitting on the fence to turn their dreams into reality.
The captivating presence of Saurav Ganguly, renowned former cricketer and Joyville’s brand ambassador, on social media served as the perfect kickstart for this campaign. An intriguing video via his social media handles built much-needed anticipation as he hinted at sharing a piece of big news but paused mid-sentence, leaving viewers in suspense. This intentional pause was an act of genius. Within seconds, Ganguly resumed the video with- “Kuch cheezon ka wait acha nahi lagta na, toh ghar khareedne ka wait kyun? India’s biggest home-buying festival is live toh ab wait nahi joy hoga”.
In a world where waiting can feel like a never-ending game, this cleverly crafted message sets off a social media explosion. The result? Conversations sizzled like fireworks on multiple social media platforms and captivated the hearts and minds of potential homebuyers and leaving them craving for more.
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 further ignited a whirlwind of excitement by dishing out enthralling content centred around the art of waiting. They cleverly tapped into day-to-day scenarios, teasing the audience with statements like, “Khana deliver hone ka wait acha nahi lagta na, toh ghar khareedna ka wait kyun?” These posts were high on the relatability factor, and the team took it up a notch further by injecting a delightful dose of wit into the mix with snappy abbreviations like “BRB” and “TTYL”.
The brand also embraced the power of its social media ambassadors, the dynamic duo of Mr and Mrs Joy. Apple Memojis were utilised in delightful bite-sized videos, serving up relatable homebuying insights with a side of laughter. A powerful transformation took place as viewers chuckled their way through the comic sketches. The dormant dream of owning a home sprung to life, compelling potential buyers to ditch the sidelines and dive headfirst into pursuing their dream abodes. It was a comedic revolution that sparked a homebuying frenzy!
However, the brand didn’t just leave the party to the outsiders and turned the dial to maximum nostalgia by unleashing “Throwback to JoyHo” films. These time capsules whisked their internal employees away to past seasons, stirring up waves of sentiment and flooding them with anticipation for the present one. Virtual workshops were organised for channel partners that served as a hub of collaboration and knowledge-sharing; and united everyone in the joyous pursuit of greatness.
The influence of the campaign extended beyond Joyville’s immediate reach. The company also engaged influencers to spread the word about the #JoyHo campaign, resulting in its rapid and widespread dissemination. The impact of Joyville’s campaign reverberated across social media platforms, with #JoyHo trending at the number one spot on India’s top Twitter search trends. This remarkable achievement fueled nationwide conversations that spread like wildfire.
The social media campaign captured the attention of a whopping 7.9 million people and generated traffic of 14 million. These extraordinary numbers are a result of the boundless imagination and unwavering commitment of Joyville’s marketing wizards.
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.”
Joyville Shapoorji Housing’s JoyHo social media campaign has successfully captivated the attention of millions of potential homebuyers, creating excitement and increasing engagement. Through creative content, collaborations, and the power of influencers, the brand has cemented its position as a leader in the real estate industry and as a brand that understands the aspirations and desires of its audience. As the JoyHo festival continues to unfold, Joyville invites everyone to abandon the wait and embrace the joy of finding their dream home.