Amongst the plethora of Valentine’s Day campaigns, Flipkart’s unique approach and campaign strategy stood out like a shining star. From carefully selecting their target audience to ensuring the Valentine’s Day gift would be ordered on their platform, Flipkart pulled out all the stops to make a successful Valentine’s Day not only for themselves but their users to save their relationships and build brand loyalty. 

The context: Valentine’s Day is a significant celebration of love globally and as couples set out to celebrate the occasion, many go into panic mode due to confusion about what to gift their partners or procrastination and have to search for last minute gifts or bear the brunt of a disgruntled partner due to receiving a delayed gift. 

Every year around this time, searches for last-minute Valentine’s gifts see an all-time high. Flipkart decided to wear their cape and save the day with the ‘Blame it on Flipkart’ campaign, cleverly targeting and servicing the perfect audience.

Flipkart’s campaign worked to save relationships by taking the blame for the procrastinator’s partner not receiving the gift on the day by sending their partner a message that their delivery had been delayed on Flipkart’s end.

Strategy: Positioning itself to take the blame for delayed valentine’s gifts, Flipkart leveraged search ads and a seamless purchasing process, to enable customers to enjoy valentine’s day without worries.

Execution: As folks panicked and searched for last-minute Valentine’s Day gift ideas, Flipkart snuck in with search ads. All the customers had to do was give them their partner’s number as they clicked ‘buy now’, and Flipkart promised to deliver the V-Day gifts in 24 hours and hit send on the fake delay in delivery messages. 

Impact: The result – “Thousands of Valentine’s Day gifts delivered and countless relationships saved”, Flipkart’s heroic feat not only saved multiple relationships (and lives) but also received tremendous love from the people whose loyalty grew to the platform. 

Moreover, Flipkart boosted its sales phenomenally with this small move of making sure the user would buy their partner’s gift from their platform only by making it a prerequisite to select the gift and place the order before sending the delayed delivery message to their user’s partner. 

Key Highlights:

• Search Ad Integration: Flipkart’s carefully placed search ads targeted individuals searching for last-minute Valentine’s Day gift ideas to ensure visibility and heightened engagement.

•  Purchasing Process: Flipkart enabled a two-way beneficial process by asking users to provide their partner’s contact details for the fake delivery message, allowing Flipkart to boost their sales and handle the delivery for their customers.

• Fake Delay Messages: To take the blame and responsibility away from their users, Flipkart sent fake delay messages to customers, allowing the blame for late deliveries solely to fall on the company.