15. Qwikcilver’s Experience: Why Social Marketing Drove Digital Gifting Growth in India

Brands have leveraged the power of social media effectively to scale up their fans and followers base through digital gift cards. Digital gift cards were launched by brands across their ecosystem of physical stores, e-commerce portals, mobile app and institutional business teams. This portfolio was scaled up through effective programmes on social media by driving social media users. It is important for brands to analyse the fan base on various social platforms used. This is enabled with the platforms providing insights and profiles. The engagement quality of the brand specific posts play a significant role in ensuring ROI of the social media campaigns. Tonality, time and relevance to specific audiences play a key role and allow brands to further tailor content to ensure it’s the type of content the fan base engages with. In today’s milieu, it is important for brands to ensure emotional and social loyalty rather than purely transactional loyalty. While not all engagements are intended to drive sales and footfall, it is necessary for brands to set up metrics to ensure that such engagements are tracked. I have shared insights, learnings and experiences of digital gifting at Qwikcilver.