Gratitude is the Key Emotion for Viral Fission’s Youth Community

Viral Fission is a platform that bridges the gap between India's energetic youth and the brands they love. The company aims at redefining brand salience metrics with/for the youth. They offer a community based youth network that co-creates unparalleled brand experiences.

The ongoing pandemic has been tough on all of us but it was highly strenuous for the businesses due to the down market and as a result of that, their store employees are the ones who faced repercussion.

This Valentine’s Day, Viral Fission wanted to step out of the box and celebrate these unsung heroes of every brand who have dedicated their service to gratify our needs even in these challenging times. This initiative brought forth the youth community of Viral Fission and encouraged them to drive a conversation about the brands that they embrace and display their token of appreciation.

Identified Objective:

• Expressing gratitude towards brands and its store employees who are dedicated to provide the best services during such trying times.
• Encouraging the Gen Z to embrace the occasion and highlight their thoughts on brands that they are closely associated with.

Strategy/Execution

The Idea:

In this age of digitalisation, customer feedback has taken a form of reviews that are posted online in a matter of seconds which has led to a lack of human touch in the whole process. Through this initiative Viral Fission wanted the Gen Z to go "old-school" and display their token of love for the brands and their store staff in a face-to-face manner. They encouraged their youth community to write down their messages rather than posting it online and hand deliver it the store staff of the brands they admire.

The youth was advocated to cherish the brands that they are loyal to by not shying away from celebrating their hard work. The idea is to heed the thought of gratitude in the youth with the brand they follow and love on Valentine’s Day.

The plan:

The campaign was scheduled for Valentine’s Day and it prompted the youth community to step out of the comfort of their homes to hand deliver their token of love and appreciation towards the brand and its staff. Brands that are constantly re-inventing and revolutionising the market with the assistance of their dedicated teams deserve to be appreciated. With a handwritten postcard, customised for the brand and its store staff, the activity endorses the youth to talk to the brand with the sense of positivity.

Process:

• Viral Fission shared a special customised Valentine’s Day post card with their youth community
• The Gen Z filled the postcard with details and spoke about the brands they admire.
• Going forward, they also visited the brands’ closest store available and shared their heartfelt message with the store manager giving it a personal touch.

Insights:

With Viral Fission’s youth Community participating, following are the most appreciated sectors by the Gen Z among many more

• Clothing: 29%
• Food & Beverages: 33%
• Electronics (phone, telecom & others): 17%
• Sports brands: 11%
• Automobile: 3%