Reigniting Diwali Celebrations in Leicester with a Stellar PR and Social Campaign
idcx
About Leicester Diwali
Leicester takes pride in hosting one of the grandest Diwali celebrations outside India. While the pandemic compelled a shift to virtual festivities in 2020, 2021 saw the vibrant Diwali celebrations making a comeback. After a successful tender process, we was entrusted with spearheading the relaunch. Leicester City Council (LCC) prioritised safety by extending the celebration area, which potentially impacted businesses that traditionally thrived during Diwali.
making a difference
What We Did
To resonate with Leicester’s populace, we initiated by crafting a medley of standout creative assets. These assets, infused with Diwali’s spirit, shimmered across various digital and OOH platforms.
Understanding the need to resonate both online and offline, we focused on generating competition entries. Through engaging social media ads prompting users to participate, coupled with an offline entry drop-off mechanism at local community spaces, we ensured comprehensive outreach.
IDCX assumed full control over competition logistics, encompassing prize sourcing, equitable retailer promotion, product photography, winner coordination, and capturing winner moments.
In total, our multi-channel approach garnered an impressive 1396 competition entries.
STRENGTH IN NUMBERS
The Results
- Door Drop: 30,000 impressions
- Leicester Mercury Digital Takeover: 2,841 impressions with 29 clicks
- Social Campaign: 578,501 impressions and 2,300 clicks
- Billboard: A staggering 1.4 million impressions
Grand Total: 1396 competition entries and over 2 million impressions!
impressions
social impressions
competition entries
