How a Strategic Giveaway Drove Brand Awareness and App Engagement
As the Campaign Lead, I had the exciting opportunity to orchestrate a major partnership between AIMA EV, a leading electric vehicle brand, and Bhoj Deals, one of Nepal’s most popular food and service apps. The result was the “Order Bhoj, Win AIMA” contest, a campaign that successfully merged brand promotion with user engagement to create a viral sensation.
The Challenge
The core challenge was twofold. AIMA EV was looking to generate significant buzz and mainstream awareness for their new Tiger S5 electric scooter, moving beyond a niche audience to capture the wider public’s attention. Simultaneously, Bhoj Deals wanted to boost user activity, increase order volume, and reinforce its position as the go-to app for exciting local offers. A simple advertising campaign wouldn’t be enough; we needed an idea that could serve both brands’ goals and capture the community’s imagination.
The Strategy
My vision was to create a campaign that was more than just a giveaway; it needed to be an interactive experience. The strategy was built on a powerful, multi-layered approach that combined three core pillars:
- Strategic Partnership: By bringing together a high-value, desirable product (the AIMA Tiger S5) with a high-traffic, daily-use platform (Bhoj Deals), we created a mutually beneficial ecosystem where each brand’s audience was introduced to the other.
- Empowering the User: Instead of relying solely on paid ads, we turned our users into brand ambassadors. The contest mechanics were designed to encourage influencer-style user-generated content (UGC), creating a network of authentic promotion that is far more powerful than traditional advertising.
- Creating Irresistible Incentives: We recognized that participation needed to be both easy and rewarding. By integrating direct discount offers from Bhoj Deals as part of the campaign, we gave users an immediate reason to engage with the app, effectively lowering the barrier to entry and driving immediate sales.
The Execution
With the strategy set, I led the execution from concept to launch. This involved:
- Crafting the Central Narrative: I developed the core messaging and creative direction for the campaign, ensuring it was exciting, clear, and consistent across all platforms.
- Producing High-Impact Content: I managed the creation of key promotional assets, including the centerpiece of our digital push: a dynamic and engaging Instagram Reel. This Reel was designed to be instantly shareable, quickly explaining the contest and showcasing the grand prize in an exciting way.
- Rolling Out a Multi-Channel Promotion: We launched a coordinated promotional blitz across social media, in-app notifications, and partner channels to build momentum. Every touchpoint drove users toward the central action: ordering from Bhoj Deals and creating content for their chance to win.
- Managing the Partnership: I served as the primary liaison between the AIMA EV and Bhoj Deals teams, ensuring seamless collaboration and that both brands’ objectives were being met throughout the campaign’s lifecycle.
The Results
The “Order Bhoj, Win AIMA” campaign was a resounding success. By blending authentic user engagement with a compelling promotional offer, we achieved our dual objectives. The campaign generated significant buzz and widespread brand awareness for the AIMA Tiger S5 scooter, positioning it as a highly desirable prize. For Bhoj Deals, the contest led to a measurable spike in user engagement and order volume, all while reinforcing their brand as a hub for exciting and valuable opportunities. This project stands as a powerful testament to how creative, strategic partnerships can achieve results that a standalone campaign simply cannot.