Social Media Design
24Seven is a successful chain of convenience stores with 47 stores across Delhi-NCR and Chandigarh.
When 24Seven approached us in 2015, they were synonymous with being an all-night store. From both a brand and a sales perspective, 24Seven wanted to be seen as a store that could provide customers with whatever they wanted at any time of the day or night.
While 24Seven wanted to position itself as a one-stop shop for all shopping needs, their existing social media posts only reflected their in-store offers and night time convenience.
Following our initial meetings with 24Seven, we understood that they wanted to focus on their in-house food and beverage options. To this end, their social media presence needed to communicate the message that people could step into 24Seven at any time for a meal.
We also wanted to build brand recall to increase in-store footfalls. This meant we had to design contests, campaigns and giveaways. This would not only lead to more people following us on the page, but also to more footfalls – winners would have to make a minimum purchase at a 24Seven store to claim their prize.
To this end, we divided our digital media strategy across three kinds of posts.
Brand and product posts aimed at promoting food, beverage and other products available in-store to increase daytime sales. Within this, our Life Hacks series of posts offered quick, quirky recipes customers could put together with just a few ingredients from 24Seven.
Contextual posts aimed at keeping the brand relevant and boosting post share-ability. These posts included trivia around 24Seven’s range of food products as well as posts in response to current events and trends such as demonetisation, M.S. Dhoni’s retirement and Delhi-centric events.
Finally, we ran incentivised campaigns calling for user participation to build and maintain online engagement. For instance, the 5-day Light Club campaign conducted during Diwali 2016 rewarded users for initiatives taken by them to celebrate a pollution-free Diwali.
Today, 24Seven’s social media posts and presence clearly communicates its role as a store that is open all day and all night.
24 Seven’s Facebook page following has increased by 7,000 followers in the span of a year.
24Seven’s audience has engaged over 8,000 times with its campaigns through likes and comments on campaign posts.