While undertaking the onus of Olx’s Public Relations mandate, our major focus was on the fact that we had to launch a new category in the market; that of a marketplace for used goods. Additionally, our challenge lay in the fact that as a brand Olx.in had minimal press announcements. Therefore, we had to drive the category based on pro-active and engaging campaigns.
While the ad campaigns for Olx.in concentrated on the fact that it was a buying and selling platform, we emphasised its other features with our communications campaigns. The PR activities elucidated innovative applications of the format such as Find a Hobby Partner (where like-minded people in an area could come together to dabble in their favourite activities) and Find a carpooling partner. Our strategy was to also highlight the launch of the Olx app and the convenience it provides. We as a pr agency, linked each activity to the marketing initiatives and advertising campaigns to provide a holistic 360-degree approach to the brand building activities.
Through thought-leadership positioning, we also firmly established the spokesperson of Olx.in as a veritable leader in the domain of e-commerce and online classifieds. During its association with Value 360 Communications, Olx.in became the most talked-about brand in the online space.