Social Media Marketing Success for India’s Largest Kitchen Appliances Company, Stovekraft’s Brand Pigeon

social media marketing for kitchen appliances

Client

Stovekraft (Brand: Pigeon)

Key Objectives

Establish a strong social media presence for Pigeon by launching and managing their Facebook page, KitchenLifestyles.

Drive engagement and create a sense of community among customers using user-generated content and contests.

Promote newly launched appliances like induction cooktops through interactive and innovative campaigns.

Background

Stovekraft is India’s largest kitchen appliances company, known for its flagship brand, Pigeon. The company is renowned for its innovative and affordable kitchen solutions, catering to a wide range of customers across the country.

Challenge

Pigeon needed to strengthen its digital presence and engage with its audience more effectively. At the time, the brand lacked a strong social media strategy and presence, which limited its ability to connect with customers and promote new products.

Why It Mattered

Building a robust social media presence was crucial for Pigeon to engage with its target audience, create brand awareness, and promote its kitchen appliances in a competitive market. A strong social media strategy would enable the brand to connect with customers, encourage user-generated content, and build a community around its products.

Our Approach

Nebula developed a comprehensive social media strategy for Pigeon, which included setting up the brand's Facebook page, KitchenLifestyles, and launching several engagement-driven campaigns. These campaigns focused on user-generated content, contests, and influencer marketing to create a vibrant community around Pigeon's kitchen appliances.

Strategy

Social Media Page Launch, Engagement Campaigns, User-Generated Content, Contests, Influencer Marketing, Community Building.

Nebula's Framework

Page Launch: Created and launched Pigeon’s Facebook page, KitchenLifestyles, to serve as a hub for community engagement and brand promotion. User-Generated Content: Ran interactive contests like "Pigeon Kitchen Queens" and "Jo Phulae Wo Phulka" to encourage customers to share their cooking experiences and recipes using Pigeon products. Influencer Marketing: Collaborated with cookery experts and talented women, turning them into mini influencers to share cooking tips and showcase Pigeon appliances. Community Engagement: Focused on building a strong sense of community by encouraging sharing, discussions, and interaction among followers, setting a new standard for social media engagement in the kitchen appliances sector.

Results

The social media campaigns successfully established Pigeon’s dominance on Facebook, making it a benchmark for engagement and communication in the kitchen appliances industry. The page "KitchenLifestyles" grew rapidly, attracting a large following. User-generated content and contests led to high levels of engagement, and the use of mini influencers helped create a vibrant community. Pigeon’s innovative campaigns set a new standard for brand interaction and customer loyalty on social media.

Summing Up

Nebula’s social media strategy for Pigeon transformed the brand's online presence, driving significant engagement and establishing a strong community around its kitchen appliances. The success of the campaigns positioned Pigeon as a leader in social media marketing within the kitchen appliances industry.