Category: Best Short-term campaign

Title: Maruti Suzuki Ritz – Live the moment

Share a little about your organisation/ brand

Maruti Suzuki Ritz is one of the hatchback car’s in India. It is targeted to young audiences who prefer a stylish car with excellent performance and sporty design. There were around 100,000 cars sold in the segment in October 2010.

Executive Summary 

The ‘Live the Moment’ social media campaign played a role in a full 360 degree communication across TV, Radio, On-ground and Digital. With its social tools, it successfully managed to amplify the ‘Live the Moment’ philosophy reaching users across the digital space. This was the promotion in which a car was actually given away as a prize through a social contest. A target of 25000 moments seemed challenging to start with but almost double the number was achieved.

Nature of the programme/ activity/ campaign

Business to Consumer

Duration of the said programme/ activity/ campaign. Start date end date

January 2011 – March 2011

Background

Maruti Suzuki Ritz sold over 100,000 cars in just over a year. To celebrate the achievement Maruti Suzuki Ritz wanted to create excitement and pride amongst Ritz owners as well as reach out to potential customers.

Objectives

The objective of the program was to use social media to let people share the moments of their lives. With the Ritz as the backdrop this was intended to get Ritz owners together on a social platform and build pride and excitement among the Ritz owners and their friends and family. The target was to collect 25,000 moments in 2 months.

Strategy and Planning

We launched a social media program to help users do precisely that. This was to complement the mass media campaign around ‘Live the Moment’ and build further buzz around the brand.

Stakeholders

The initiative was led by the marketing team at Maruti Suzuki Limited and sought to engage the existing Ritz owners to play up the feeling of pride in owning the car as well as their friends and family who could potentially be future customers.

Choice of channel/s

The strategy was implemented across all social media platforms like Facebook, Twitter, auto blogs and forums and culminated in a microsite which helped collate all the moments from participants and viral them out to their friends and family.

Implementation

The ‘Live the Moment’ microsite allowed users to login to the site using their Facebook or Twitter account or by registering on the site. They could then submit any moment in their lives that was memorable to them. The best moments had a chance to win awesome prizes including a Maruti Suzuki Ritz car.

To win a person had to collect a minimum number of votes before the jury would look at his entry.

The website allowed the user to invite his friends on Facebook and Twitter to vote for him as well as a feature by which he could invite all his email contacts as well. Using APIs, a contact importer was built through which the user could fetch all the contacts form email.

All moments were shown as pixels on the moment’s wall, to view any moment one had to simply click at the pixel. The site featured a search by which one could locate moments using their moment number or the name of the participant. There was even a live stream built-in where the moments were displayed as soon as they were entered.

To create a full 360 degree impact, on ground promotion as also undertaken at Café Coffee Days and PVR Cinemas across the country. Promoters collected moments from users offline and the website provided them an import facility to add these moments to the Moments Wall.

Impact and Outcome

Maruti Suzuki Ritz generated thousands of moments and established the brand objectives.

• Close to 50,000 unique entries submitted by users
• More than 2.2 million users visited the microsite
• More than 2 lakh votes received by entrants
• More than 1 lakh fans added on the Maruti Suzuki Ritz Facebook page.

Learnings

The thing that worked for the campaign was the fact that people wanted to share their experiences specially with the car they love. While the program allowed people to enter any Moment, most of the entries revolved around what people did with the Ritz. By building social viral ability it was possible to reach a large audience and get participation from a large section of society with very small media budgets.

What next

Second social media campaign along the same lines has already been launched.

Testimonials

N/A

External Agencies: Any partners who helped you with strategy

The strategic planning and implementation of the campaign was handled by our Digital Media Agency Interface Business Solutions (I) Pvt. Ltd.

External Agencies: Any partners who helped you with implementation

The strategic planning and implementation of the campaign was handled by our Digital Media Agency Interface Business Solutions (I) Pvt. Ltd.

Suitable title

Maruti Suzuki Ritz – Live the moment

Fact Sheet

Name of Company: Maruti Suzuki Ritz

Category: Automotive

Case Study submitted by: Sabyasachi Mitter

Website:  http://www.marutisuzukiritz.com/

Category: Best Short-term campaign

Title: Nokia N8 in social media – The art of storytelling and the power of UGC

Share a little about your organisation/ brand

Bloggers’ Mind is a word of mouth and conversation analytics company. At Bloggers’ Mind, we map, measure and analyze conversations within the Social Media arena that includes social networking communities, blogs, forums and other Internet properties.

Executive Summary

The Nokia N8 social media campaign was a success and generated over 20000 conversation in a span of 2 months. This was an example of an experiential social media campaign that led to creating a global impact and became a big talking point across markets. The Nokia N8 generated over 8000 referrals from bloggers and consumers as a result of the campaigns.

]]> http://www.indiasocial.in/case-study-nokia-n8-in-social-media-the-art-of-storytelling-and-the-power-of-ugc/feed/ 0 http://www.indiasocial.in/case-study-bell-bajao-ringing-louder-against-vaw/ http://www.indiasocial.in/case-study-bell-bajao-ringing-louder-against-vaw/#comments Wed, 04 Jan 2012 05:54:15 +0000 Editorial http://www.indiasocial.in/?p=2215 IndiaSocial Case Challenge – edition 2

Category: Best Short Term campaign

Title: Bell Bajao! – ringing louder against #VAW

Share a little about your organisation/ brand

Breakthrough is a global human rights organisation that uses the power of media, pop culture, and community mobilisation to inspire people to take bold action for dignity, equality, and justice. Based in India and the United States, Breakthrough addresses critical global issues including violence against women, sexuality and HIV/AIDS, and immigrant rights and racial justice.

Breakthrough’s Bell Bajao! campaign not only addressed men in the context of violence but gave ownership to intervene and effectively end domestic violence. This multimedia campaign supported with on ground youth mobilisation has reached over 130 million people in India. Bell Bajao! has become an action call to men & boys alike to step out of the role of a perpetrator and spectator of violence towards women.

Executive Summary

The Bell Bajao site that started out as a support tool for the campaign on ground has now become an important scaffold for the grassroots work and has an influential following and fan base on Facebook and Twitter. The Bell Bajao blog has acted as a platform for breaking many gender stereotypes by featuring budding female bloggers/writers, LGBT activists and many men & boys who have expressed their lack of identification with the existing concepts of masculinity and practices of patriarchy. For all these bloggers, writers and activists, the internet offers a relatively safer space to freely express themselves either on conditions of anonymity or due to the reduced degree of direct confrontation in the cyber space. Beyond Bell Bajao raising awareness and reaching out to individuals in the cyber space to contribute in the campaign, Bell Bajao is commonly mentioned as the ‘go-to’ cause/campaign for all news and views related to violence against women.

Nature of the programme/ activity/ campaign

Organisation & online community stakeholders

Duration of the said programme/ activity/ campaign. Start date-end date

October 2009 to present

Background

The Bell Bajao! online campaign was originally conceived to support the human rights and gender training as well as community mobilization activities that Breakthrough has been vigorously sustaining through various since a decade now. Bell Bajao! took a multi-dimensional approach by raising awareness about domestic violence in public service announcement (PSA) advertisements aired on national television, radio channels, gender and human rights training workshops, multimedia equipped video vans running across different districts of the country and online platforms via prominent video streaming channels like YouTube and Vimeo.

The role of social media was critical to take on the social normative values at a big scale. To create a context to raise awareness on domestic violence that would excite an unlikely audience to participate in the dialogue process. It essentially can be held responsible for bringing the issue of domestic abuse out of the closet and into the next door’s neighbour’s conscience. The Bell Bajao blog is one of the few user generated platforms that encourage the exchange of opinions, studies, experiences or personal stories on issues from gender, violence to sexuality.

Objectives

The main objective of the Bell Bajao campaign was to raise awareness on domestic violence by bringing it in the purview of mainstream discussions in platforms that have mass viewership and readership. These platforms include social networking sites like Facebook and Twitter; the blogosphere; video sharing websites like YouTube and Vimeo; and news dailies and wires (print & online).

The biggest milestone for the Bell Bajao online campaign was the micro campaign during the global 16 Days of Activism in 2010 called, 16 Days of Tweetism. In this period, more than 16 bloggers contributed unique and interesting articles on emotional abuse in romantic relationships, violence against women in political and military conflict zones like Manipur, Kashmir & Jharkhand (Naxalite region). These blogs spurred dialogues on pertinent issues of women’s rights via the engagement of online supporters (esp. men & boys) on social networking spaces like Facebook and Twitter. It encouraged a lot more people to come out of their private closets of suffering/abuse. Through Bell Bajao‘s 360 degree campaign online, Breakthrough aimed to achieve three basic and important goals to set the ball rolling on raising awareness and consciousness on domestic violence.

Youth Engagement – targeting young minds and engaging them in attractive mediums of edutainment. This defines the reason behind Bell Bajao‘s presence on Facebook and Twitter. The campaign is not just about promoting Breakthrough‘s human right approaches and work but to engage the youth with women’s rights and issues with a more casual tone and language that they can easily connect with.

Gender Rights Training – Through Breakthrough’s online training session on the site, that includes its legal implications in India that talks about Protection of Women against Domestic Violence (2005) and listed resources, Bell Bajao aimed for young individuals to gain a deeper insight on how violence against women is entrenched in social constructs of gender and patriarchy and for an intense engagement to challenge their set notions about society. The process of transformation (not dependent on an external facilitator), however, must not be limited to the direct consumer and guide the individual to raise awareness in his/her social circles like friends and family as well as in his/her community.

Endorsement of Community & Celebrity Influencers – Breakthrough also aimed to gain the support of high profile stakeholders like celebrities from the entertainment industry and local community leaders for the Bell Bajao cause as their views are influential in forming public opinions and would encourage more people from the community to speak out and take action against the issue.

Strategy and Planning

Bell Bajao agreed on and has been consistently following a minimalistic strategy of blogging and discussions/debates of the blog posts on social networking platforms. This is further supported by campaign propagations in different parts of the year such as festivals, international days, during buzzing trends of activism and human rights dialogues around the social media spaces.

International Women’s Day (2009): In recognition of International Women’s Day on March 8th, Breakthrough called on men and boys to join the fight to halt domestic violence and ‘Bell Bajao!‘ (Ring the Bell). Men & boys were asked to join the blog action week ‘It Takes Two’ from 1st March till 8th March on the Bell Bajao blog and tell their stories.

• Write about individuals whose passion, work or personal stories inspire you
• Share photographs, videos and other visual material
• Tell us who you are, include a short description of yourself
• The best blog posts have a chance to win movie tickets and flower bouquets.
• Celebrity influencers like Bollywood actor and Bell Bajao ambassador Boman Irani contributed to the campaign by lending their voices for the cause of fighting domestic violence

Bloggers were engaged as per the theme for this year’s 16 Days of Activism in 2010 that was on Structures of Violence

The strategy was devised with the purpose and goal to help start dialogues on pertinent issues of human rights, engage online supporters (esp. men & boys) via social networking spaces like Facebook and Twitter and encourage more people to come out of their private closets of suffering/abuse to make the 16 Days of Tweetism a successful campaign. Overall, through this campaign propagation take the Bell Bajao campaign to the next level of a symbol and a clarion call to end all violence against women. Bell Bajao got as many as 657 tweets and retweets and more than 16 blogs from 16 bloggers during the 16 days from 25th November to 10th December, 2010.

Stakeholders

The main stakeholders of this campaign are the ‘Youth’ – an almost equal proportion of males and females, most densely in the 18-24 age bracket (composing of college going individuals and young digital activists) and the second highest level of engagement in the 25-34 age bracket of young, economically productive professionals. They are socially and digitally very active and serve as the most influential target audience for raising awareness on different topics and issues.

The older category under youth follow closely behind on the heels of the digitally active late teens and early twenties, although they bring valuable capacities of their own because of which any campaign cannot solely rely on young adults.

For a campaign like Bell Bajao, majority of survivors of abuse have reached out from this demographic or have shared stories/instances. For this category, the resources that Bell Bajao offers in terms of helplines and advocacy toolkits keeps them engaged and optimistic about the real world differences the campaign is making and can further create.

Choice of channel/s

The site became an importance resource for all those who were seeking help for themselves or loved ones as it provided a list of helplines in the major town and cities of the country and has remained an accessible resource center to reach out to via email for any further information. Moreover, a dedicated domestic violence website allowed for raising awareness with general audience online as well as intense engagement with activists, digital natives and the youth with photography contests, blogathons, media downloadables and a multimedia version of our training toolkits that are used with. We used WordPress, because it allowed easy access to the backend of the site for moderation, content management since the issue is a sensitive one and creative freedom to make changes without a 24 on call technical support that can be less affordable for a non profit.

• YouTube: for showcasing videos of change stories from the community, the Bell Bajao ads and Breakthrough Rights Reporters program videos that show the latest community initiatives, on ground gender and human rights training workshops, community mobilization events, people who rang the bell, personal stories of change from the community and the leaders as well as re-enactment of scripts and concepts penned by the Rights Reporters themselves.
• Flickr: for pictures as it is the largest and the most inclusive platform for general users, amateur photographers as well as high end professional photographers.
• Facebook: It provides a very wide platform for raising awareness on issues, personal engagement of the user in the cause, sharing in many personal and professional networks, donation, participation in discussions and an onus to contribute in a variety of creative ways to a cause.
• Twitter: widespread virality of issues, engaging and partnering with fellow organizations, initiatives and individuals working or share strong interest in women’s rights, human rights and violence against women, visibility to and access for major funding aand corporate agencies.

Implementation

The media team and education team at Breakthrough work in close tandem on the Bell Bajao campaign online contributing towards both the concept and resources for the campaign. The media team coordinates content from the users directly in the form of blogs, tweets and photographs; from newswires, publications and research studies and from the gender and human rights expertise of the education team. In this sense, the education team generates content like knowledge and theory of domestic violence in India and resource databases of helpline numbers, case studies of domestic violence, service provider organizations, legal counseling cells etc.

The media team has provides the various platforms and tools to creatively present and disseminate this knowledge to be accessed by the user and engage individuals in conversations with them. This is done via the blog where event reports of all advocacy meetings, conferences, community mobilization and training workshops are posted; social networking platforms like Facebook, Flickr and Twitter that directly reached out to the user in his/her personal newsfeed; video sites like YouTube and Vimeo which have been instrumental in exposing Breakthrough’s on ground work and impact stories from the community. The media team has worked in close quarters with social media consultants like Blogworks, Merrymen (16 days of activism) and Brands at Large for the social media outreach strategy for the campaign.

Impact and Outcome

Google Analytics tool has been used extensively to track the number of visitors on the Bell Bajao site, the loyalty of visits, the average time spent on the site by a user, the traffic sources of the website and the content on the site that they are engaging in. The total no. of visits on the Bell Bajao site since the campaign site went live has been 59242 with an average of 116.5 visits per day and 2 minutes 30 seconds spent on the site, from the analytics of an average monthly trend. Google search engines and direct urls are the highest traffic sources for the site with keywords, ‘Bell Bajao‘ and ‘domestic violence’. The keywords and high usage of direct urls are reflective of the popularity of the campaign in familiarity with domestic violence. This also gives us a feedback that most users on the site are those who have searched for domestic violence knowledge and resources online.

Facebook insights tool is used to gain information on the proportions of youth demographics (age, location, gender) that we are reaching out to, are exposed to the content on the site that we share and all those who are participating in the discussions and micro campaigns on social networking platforms.

The Bell Bajao page engages an almost equal proportion of males (43%) and females (54%) with the highest in the 18-24 age bracket (47%) followed by the 25-34 age bracket (28%). Highest engaged Facebook users are from India, United States of America and the United Kingdom.

Various Twitter tools like Tweetreach, Twitalyzer, Tweetcloud and Tweetstats are used to measure the reach of our tweets with the number of times they have been retweeted, how many twitter followers have retweeted them, exposure rate on the number of tweeple, status of @Bell_Bajao as a social influencer and the keywords of the dialogues we’re perpetrate and participate in. During 16 Days of Tweetism (25th november – 10th December), we aimed for 800 tweets mentioning ‘#16DOT’, however, fell short by a small margin with a total of 657 tweets. However, what is important to highlight here is that our Tweet vs. Retweet pie is almost 50%. Our Twitalyzer results that showed the micro campaign had an effective reach of 4911 Twitter users.

Learnings

Bell Bajao Blog has most successfully worked with the broad youth demographic in raising awareness on the issues of domestic violence and violence against women and gaining their signification support and contribution to the Bell Bajao campaign. Secondary tools like Facebook and Twitter have worked as important scaffolds of the online campaign and became lucrative platforms for campaign propagations like 16 days of Tweetism and International Women’s Day etc, promoting the usage of resources like helplines, training sessions etc. Breakthrough continues to struggle with effective results and impact in connecting online engagement with grassroots resources, training and youth mobilization. One example of this would be mobilizing online communities to consistently participate virtually or/and by on ground presence with the video vans during its movement. The idea, however, has also been to mobilize urban, educated digital activists to participate in on ground initiatives.

The greatest challenge of Bell Bajao campaign online is the constant need of re-inventing the different ways to address issues of violence against women like domestic violence. Besides the usage of cutting edge tools, the challenge of the creative is to both captivate and engage the online audience, particularly the youth (and in our case men and boys), and also via these innovations inspire a trend of change in mindsets and attitude. Along with the challenge of conquering these lofty social media peaks, the accompanying challenge to efficiently track, measure, document and analyze the figures and testimonies against designed indicators of influence in the metrics of increase in awareness and impact as reported action taken to stop domestic violence. Some of the important insights learned as the campaign looks forward to sustaining itself online for almost three years are –

• Important to optimally and productive use the time period when certain topics are trending as that tends to draw attention in numbers. Twitter provides small windows of opportunity to gratify this and one needs to be on constant alert to amplify the noise levels on the campaign and cause in these opportunities
• Important to actively update blogs to sustain discussions. Blogs are one of the only effective ways for an important issue like domestic violence to never fall off the radar of law makers, policy makers, service delivery organizations, the youth and society in general
• All content especially for an issue like domestic violence, resources and other usable/downloadable materials on the site must always be updated and revamped to sustain the basic interest and engagement of loyal visitors. Blogs most likely ensure the new traffic to the site
• Important to have users contribute directly to the site/pages/handles for higher ownership of the cause and campaign and to be inspired (rather than manipulated) to spread the message in their online networks and social communities
• A campaign is never bigger than the cause itself

What next

Bell Bajao campaign will sustain on ground as a part of the community mobilization and leadership/capacity building workshops and trainings for another 2 years and is serving as an entry point for serious issues of violence against women like sex selection and early marriage, that are more sensitive in nature and strongly rooted in cultural and political patriarchy of the Indian society. Meanwhile, and going forward to the near future, the Bell Bajao campaign will sustain itself on the online and social media space with concurrent discussions and dialogues on the blog and the social networking sites as well as periodical connections with on ground events and stories.

Beyond the territories of the Indian sub-continent, the Bell Bajao campaign at the global level will address the issue of domestic violence in the localized contexts in foreign shores, beginning with addressing the Indian/Asian diaspora of women and youth.

In order to address the issue of domestic violence and all its implications – legal & cultural, across the globe and in localized regions, the campaign will seek out the support and contribution of local community youth, leaders and influencers and the partnership of local organizations and diaspora (desi) sites on the social web. As per our analytics and aspirations, the Bel Bajao campaign has most frequently exposed to and accessed by online youth in India, North America and the United Kingdom. This necessity arises from connecting local and contextual reality, of not only survivors of violence but the community in general, to online discussions and representations.

Testimonials

Live/post tweets of men ringing the bell:

• http://twitter.com/#!/thelinecampaign/statuses/74844519195095040
• http://www.facebook.com/photo.php?fbid=481747092509&set=a.381926817509.161916.163127752509&type=1

Victim from Abu Dhabi rescued via Twitter -

• http://bellbajao.org/2010/01/12/beaten-up-every-now-and-then-even-during-chemotherapy-somebody-ring-the-bell/

External Agencies: Any partners who helped you with strategy

Blogworks (2009), Merrymen (2010) & Brands at Large (2011)

External Agencies: Any partners who helped you with implementation.

Merrymen helped in the concept and implementation of 16 Days of Tweetism during 16 Days of Activism, 2010

Suitable Title

Bell Bajao! – ringing louder against #VAW

Fact Sheet

Name of the company: Breakthrough’s ‘Bell Bajao!’ campaign

Category: Non-profit/NGO

Case Submitted by: Breakthrough

Website: www.breakthrough.tv

Category: Best use of a Platform/ Channel

Title: RCB Web TV – Exploring the new front

Share a little about your organisation/ brand

Royal Challengers Bangalore is a cricket team based in Bangalore that plays in the Indian Premier League(IPL). The team is owned by Dr. Vijay Mallya, through his flagship firm UB Group and coached by Ray Jennings. The club is known for being on of the most active brand in the digital world.

Executive Summary

Royal Challengers Bangalore came up with the idea of RCB Web TV, which featured exclusive off the field action, behind the scene moments, player interviews and lots. To add more excitement to it, these were solely created by RCB fans that were designated as RCB Web TV crew. The strategy was to use YouTube as platform rather than the normally used Social Media platforms like Facebook & Twitter.

Nature of the programme/ activity/ campaign

Business to Consumer

Duration of the said programme/ activity/ campaign. Start date-end date

Start Date: 10 March, 2011

End Date: 31 May, 2011

Duration: 80 days

Background

Royal Challengers Bangalore (RCB), an IPL team has been known for being one of the most active IPL team on Social & Digital Media. So to keep the ‘cricketainment’ going Royal Challengers Bangalore came up with an idea to use one of the most underutilized Social Media platform in India on the web. i.e. YouTube. Royal Challengers Bangalore came up with the idea of RCB Web TV, which featured exclusive off the field action, behind the scene moments, player interviews and lots more.

Objectives

Objectives: To maximize the use of YouTube as platform on the Digital World

RCB Goals:

• Increase the no. of views of RCB YouTube channel by 50%
• Increase the No. of Followers of the RCB YouTube channel
• Get more traffic to the Official Website

Strategy and Planning

Our vision was to engage community of cricket fanatics & RCB fans to give them privilege to see movie stars, cricket stars, behind the scene action. Information on their favorite players, exclusively at one place RCB Web TV & Give them the never like before experience. By making the RCB Fans as Web TV Crew, the crew and the fans were on same platform and understand what a RCB fans wants. The central idea of the campaign was to leverage YouTube for cricketainment for the Cricket Aficionados on digital platform. Once the web TV Crew was selected, other fans were hooked in by calling out for suggestions & wishlist for the RCB Web TV. This was used to Map ‘Who is a RCB Fan?’ The campaign extended for two months during IPL 2011 & created content which can be leveraged on other Social Media platform & RCB official website round the year.

Stakeholders

Though the campaign was digital-led, there were on ground events like the final audition for ‘The Big Break’ & getting accreditation, travelling & lodging arrangements etc were done by DNA Networks. It was important that the RCB Web TV had a pleasant experience off-line as they had experienced on-line. The brand – Royal Challengers Bangalore & all the RCB players & Support Staff remained supportive of every request made by the RCB Web TV Crew.

Choice of channel/s

Youtube

Implementation

The Journey to the RCB Web TV started with ‘The Big Break’ Contest. ‘The Big Break’ invited RCB fans to apply online for the chance to tour with the team this IPL (all expenses paid) and create web-isodes for the new RCB Web TV. Fans simply needed to showcase their talent and prove they can direct / act or create content for the daily web-isodes. The application process itself was a lot of fun where the fans came up interesting, innovative and fun & passion filled videos and other art work created by them on the open canvas provided to them.

Out of 500+ applications, 30 fans were shortlisted by the RCB Community Manager. These 30 fans then went to Bangalore to present in front of the judges on the themes given to them. 3 winners were selected as the RCB Web TV crew. Now the RCB Web TV crew travelled along with RCB team on an all expense paid trip throughout the IPL creating content for the RCB Web TV. The content was uploaded on YouTube and featured on RCB Web TV. During the IPL the Web TV crew created a total of 81 Web-isodes. There was a shout box where in the other fans could give their suggestions of the videos that they wanted to on the RCB Web TV.

Every week the Web TV crew fulfilled top 3 wishes of the RCB Fans. It was double fold initiative as firstly it engaged fans & gave them importance too & secondly the Web TV crew learnt about the fans taste & choice.

Impact and Outcome

The RCB Web TV revolutionized the RCB YouTube Channel.

• A total of 81 Videos were created throughout DLF IPL 2011
• The total no. of views during this period was staggering 292,487
• The YouTube Channel which had 167,529 views since its inception (Feb 2010 – March 2011), grew by 175% in two months after the launch of RCB Web TV to record 530,632
• The RCB YouTube Channel is featured as the #51st Most Viewed YouTube Channel in India for the month of April, May & June 2011

The RCB Web TV page on the official website received 41,587 Page views & 33,710 Unique Page views since the launch of the RCB Web TV. This accounts for the 2.3% of the total Page views on the website. The Videos created on the RCB Web TV has become an asset for http://www.royalchallengers.com/. Even after the end of IPL 2011, the videos continue to garner views. From 1st June 2011 to 15th June 2011, the RCB Web TV garnered 67,000+ views.

Results

• Lifetime worldwide views of videos on this channel: 530,632
• Views after the launch of RCB Web TV: 292,487
• No. of unique pageviews : 36,004
• YouTube India Rank: 51 This far exceeded benchmark for brand supported destinations that we had seen in our past projects. No doubts the TRP was down, the stands were empty, when RCB Web TV was Live

Learnings

RCB Web TV busted the myth that virality is a byproduct of only Facebook & Twitter. Most of the brands ignore YouTube as a Social Media platform. Through RCB Web TV the website generated content that will be leveraged to attract eyeballs and retain the Site traffic till the next event CLT20. The trickiest part of the concept was making sure that the RCB Web TV Crew members work in symphony and as a team rather than individuals as fans all over the country had participated. This challenge was tackled by forming teams of three for the Final round of ‘The Big Break’. So the Winners were selected as their team performance and not individual performance.

Another challenge faced by ‘The Web TV Crew’ was that low bandwidth available in India. Since the bandwidth is low, larger videos takes a lot of time to stream so the users will have problems of loading and seeing the videos, thus affecting the user experience. This was taken care by compressing the videos without affecting the quality of video and uploading the large videos in parts.

The best take away from the campaign was that via the suggestion for Web TV, the brand learnt about their fans taste and choice, which helps them to build their strategy for the future.

Limitations: Since the on-field action rights were reserved by Indiatimes, no on field action could be captured.

What next

It is just the beginning of a revolution. Wait and watch as the RCB Web TV moves to take the Indian Cricket fan user experience to the next level.

Testimonials

What more can any cricket aficionado ask for

Deccan Chronicle in their article RCB SuperTroopers

External Agencies: Any partners who helped you with strategy

None

External Agencies: Any partners who helped you with implementation.

DNA Networks

Suitable Title

RCB Web TV: Exploring the new front

Fact Sheet

Name of Company: Royal Challengers Bangalore

Category: Professional Sports Team

Case Study submitted by: Chintan Vora

Website: http://www.royalchallengers.com/

Category: Best use of a channel/platform

Title: Being the Castrol World Cup ka Hero on Facebook

Share a little about your organisation/ brand

Castrol India has Castrol Cricket Index is a definitive system to objectively analyse and rank player performances across T20, ODI and Test cricket using technology. With Castrol World Cup ka Hero during the 2011 Cricket World Cup it was central around giving away one last all paid expenses ticket to watch the finals of World Cup through Facebook.

Executive Summary

During World Cup 2011 ‘Castrol World Cup ka Hero‘ wanted to create be the property on Facebook through content, daily contests, interactive posts, Facebook application and contest to create maximum visibility and reach out to a larger cricket fans on Facebook. The Outcome of the contest on Facebook with in a period of one month

• 40000+ fans
• 500+ contest entries
• 29 lakhs post views
• 1 lakh post feedback

Nature of the programme/ activity/ campaign

Business to Consumer

Duration of the said programme/ activity/ campaign. Start date-end date

1 February, 2011 – 31 March, 2011

Background

The idea behind ‘Castrol World Cup ka Hero‘ was to engage  during World Cup 2011 through content, daily contests, interactive posts, Facebook application and mega contest which created visibility and reached out to more cricket fans on Facebook.

Objectives

Our objective was to generate an enthusiasm for the winning all expenses paid trip to watch the Finals World Cup.

Strategy and Planning

Challenge:

• All brands relating to sports were actively promoting sports
• Non-sports brands had support from offline media
• Time allotted to plan and execute the project was very limited
• Cricket update of the matches were not the content we could use, cause that was the mandate of Castrol Cricket

Copyright issues: very strict policies needed to be adhered to Plan

• Fan Page was primary focus was the ‘Mega Contest’ which was the all expenses paid trip to watch the Finals World Cup
• Regular Engagement was through daily contests well timed just before and during the World Cup matches
• Interactive content played a pivotal role keeping the community active

We crowd sourced the community to bring in more members

Stakeholders

Consumers: we wanted to bring the highly active, opinionated cricket fans to have a brand recall of our brand

Choice of channel/s

Facebook – We wanted to provide and generate a platform for cricket fans on Facebook to give their opinions about the World Cup matches, cricket players.

Implementation

Implementation on Facebook Marketing Strategy

• Building community to give their opinion of the current matches and a chance to win the ‘Mega Contest’ which was the all expenses paid trip to watch the Finals World Cup
• Relevant Context through the cricket relevant updates. Challenge was that we would not be providing cricket update of the matches, cause that was the mandate of Castrol Cricket
• Daily engagement through contests, polls, sweepstakes, quizzes, and interactive content
• Crowd sourcing the community to bring in more members through the contests

Impact and Outcome

The Outcome of the contest on Facebook with in a period of one month > 40000+ fans > 500+ contest entries > 29 lakhs post views > 1 lakh post feedback

Learnings

Engagement opportunities that were appreciated by the fans on the fan page for Mega Contest till the last day. Cricket lovers on Facebook had plenty of sporting fan pages as options other than connecting with the Castrol.

What next

Programme has completely at a halt. Maybe revived during the next World Cup.

External Agencies: Any partners who helped you with strategy

Social Media Consultancy – Avignyata Inc.

External Agencies: Any partners who helped you with implementation.

Application Development Company – Fun Element Event Agency – Mudra Max Content Provider – The Word Jockey

Suitable title

Being the Castrol World Cup ka Hero on Facebook

Fact Sheet

Name of the Company: Castrol World Cup ka Hero

Category: Consumer Products

Case Study submitted by: Shravan Shetty

Website: http://www.castrolworldcupkahero.com/

Category: Best Strategic programme

Title: Reaching cult status digitally – Inorbit Mall

Share a little about your organisation/ brand

Inorbit Mall is committed to retailing in India, It provides a walk through experience for customers.

Executive Summary

Inorbit Mall started their digital campaign in June 2010. Facebook being the social media channel for building the community through engagement. Open to adopting to new social media channels like Foursquare. Twitter has been a listening tool and addressing customer issues. We have reached without any paid promotions with 800+ followers and more than 100 customer’s conflicts have been resolved.

Nature of the programme/ activity/ campaign

Business to Consumer

Duration of the said programme/ activity/ campaign. Start date-end date

1 June, 2010 – 31 May, 2011

Background

A community that would help brings in digital status to the Inorbit Mall, an online community that would complement Inorbit’s reputation as a community shopping centre.

Objectives

To build a loyal community that will enhance the growth of the status of Inorbit Mall, digitally.

Strategy and Planning

Idea and Approach:

• Develop loyalty
• Information of new offers and products
• Get a pulse of consumer expectations
• Helping Retail partners within Inorbit to connect with fans and followers of Inorbit

Planning:

• Appointment of a digital agency on retainer
• Two administrators within the corporate office and one at each Inorbit mall
• Setting companywide hierarchy and a process at each mall to address all updates, queries and feedback within 24 hours so that the functioning and communication on the Facebook fan page was seamless with the agency
• A social media policy was drafted and approved by the marketing team targeted to the employees highlighting the process on how to effectively and efficiently address issues in the social media sphere
• Daily planning of the interactive information dissemination is scheduled for the fan page, which are strategically planned a month in prior
• Syncing the social media efforts to the marketing / promotions driven at both corporate as well as the local mall level

Stakeholders

• Consumer – We are targeting 18-35 age group, which are mobile and aware about the brands that they want to buy
• Retailers – connect with the active Inorbit Mall community and leverage the digital space

Choice of channel/s

• Facebook - Focus on a community which becomes the central point of all daily communication helping in engaging a portion of the walk-ins
• Twitter – Primarily a listening tool where tweets are being monitored on a hourly basis
• Foursquare – promoting loyalty through check-ins by rewarding consumers

Implementation

Facebook Engagement Strategy:

• Contests, polls, updates, interactive information, retailer updates
• Rewarding through vouchers, gifts, involving the online user at the local level at each mall
• Facebook Application to share the information on the updates

Foursquare engagement Strategy:

• Promoting loyalty through check-ins by rewarding consumers who are the Mayors

Twitter Engagement Strategy:

• Customer relationship management process is in place where any queries, issues that are raised on Twitter are addressed within 2 to 3 hours
• Providing a platform other social media evangelists who would like to leverage the facilities and services of Inorbit Mall
• Inorbit Mall has supported Wikipedia MeetUp, Football and Cricket TweetUps

Agencies used are digital agency, software Development Company, event agency, PR agency, advertising agency, retail partners and core marketing team.

Impact and Outcome

The fan following for Inorbit Mall increased organically. Fans grown for the shopping centre in India with more than 1.8 crore post views and 1 Lakhs post feedback. The community has a male female ratio of 57:43.

Learnings

• Social Media  serves as a place to gauge public sentiment for our brands/retailers as well as give us a second chance in setting things right
• Understanding Customer Expectations through the social media channels which help in customizing offerings
• The learning that we have realized that people would like to fan or follow the official social media channel purely based on their experience and status

What next

Focus on Blog and Twitter and any other new social media outlet

Testimonials

Thanks a lot for all the cooperation. You have been excellent. We are very satisfied with the response we got from the Facebook Fan Page of Inorbit Mall.

Retailer – Bombay Stores

 

The Facebook Page of Inorbit crossed 100,000 fans and they decided to celebrate that milestone by offering free parking for a day across their shopping malls in Mumbai and Hyderabad.

Blogger – Amit Agarwal

External Agencies: Any partners who helped you with strategy

Avignyata Inc. – Social Media Marketing Consultancy

External Agencies: Any partners who helped you with implementation.

Avignyata Inc. – Social Media Agency

Ascratech – Software Development Company

Mudra – Advertising Agency

Vitcom – Public Relations Agency

Suitable title

Reaching cult status digitally – Inorbit Mall

Fact Sheet

Name of Company: Max Inorbit Mall

Category: Retail

Case Study submitted by: Moksh Juneja

Website:  http://inorbit.in/

Category: Best Short-term campaign

Title: Jet Airways Wins Over Users In Social Media 

Share a little about your organisation/ brand

Not Available

Executive Summary

When Jet Airways launched a new route to Johannesburg, we wanted to create some fanfare on Facebook and Twitter to make them aware of our latest international destination to engage and to encourage them to envision flying with Jet Airways to this destination. We created a contest with a dedicated Fan page tab that asked visitors to tell us – in less than 200 words – why they wanted to visit Johannesburg in the summer. The response was positive – we received nearly 700 entries. While many contests end after the winner was announced, we brought fans into the travel experience by sharing with them a note from the winner as well as photographs from their album of the wonderful family trip that they had just won.

Nature of the programme/ activity/ campaign

Not Available

Duration of the said programme/ activity/ campaign. Start-date End-date

8 April, 2010 – 5 May, 2010

Background

Route Launch: Flights to Johannesburg.

Objectives

To promote our new route (India – Johannesburg), to engage our Facebook fans, to encourage our fans to envision flying with Jet Airways to Johannesburg.

Strategy and Planning

The root of the strategy was to market our all-new flights to Johannesburg. Johannesburg being a new destination for us, we required to test the waters by getting a feel from our fans on what they thought about South Africa / Johannesburg and us flying to this new destination.

So together with our Public Relations team, we teamed up with South African Tourism and Sun International for a free return trip to Johannesburg on Jet Airways and a 3 nights / 4 days stay at The Palace of the Lost City at Sun City. The main purpose of this initiative was to drive engagement between Facebook fans, promoting our newest international Johannesburg route and encouraging them to tell us why they would like to fly to this new destination.

Stakeholders

We involved our Public Relations team, we teamed up with South African Tourism and Sun International for a free return trip to Johannesburg on Jet Airways and a 3 nights / 4 days stay at The Palace of the Lost City at Sun City.

Choice of channel/s

We choose Facebook & Twitter. We created a fan page TAB on Facebook especially for the contest and submission of entries.

Implementation

Our Public Relations team helped us in tying up with Sun International for the hotel stay in Johannesburg. The Social Media team was constantly in touch with Sun International and South African Tourism for the Winner Letter, stay and comfort of the guests, as well as our own airport staff & crew, for their flight comfort. Interactive Avenues is the agency that created the Tab and the contest form for us on Facebook.

Impact and Outcome

The campaign was a success, in terms of online interactions. It generated positive response from participants. Over 690 entries, 236 interactions on Facebook and 1 story from our winner, who finally flew on Jet Airways and traveled with his family to Johannesburg. These numbers far exceeded our initial expectations in terms of metrics.

Learnings

This was one of the first contests that we had had on Facebook. We realized that getting participants for Twitter was difficult but Facebook worked very well for us.

What next

The positive response from fans has spurred us to run a whole series of contests for our Facebook fans and Twitter followers along this theme — like Valentine’s special – Jet to Milan contest.

JetCupid contest, International Women’s Day special JetViva contest, Mother’s Day & Father’s Day contest. In future, we propose to hold Photography, Cuisine & Videos of the Week contests and plan to engage more and more number of fans and followers than what we have collectively engaged through all the above contests.

Testimonials

N/A

External Agencies: Any partners who helped you with strategy

Interactive Avenues

External Agencies: Any partners who helped you with implementation.

Interactive Avenues

Suitable title

Jet Airways Wins Over Users In Social Media

Fact Sheet

Name of Company: Jet Airways

Category: Airline

Case Study submitted by: Parinaz Driver

Website: http://www.jetairways.com/

Category: Best Short-term campaign

Title: Ford Figo Discover Smart Drive

Share a little about your organisation/ brand

Established in 1995, Ford India is a wholly owned subsidiary of Ford Motor Company, a global automotive industry leader. Ford India manufactures and distributes automobiles and engines made at its integrated manufacturing facilities at Maraimalai Nagar, near Chennai. The company’s models include the Endeavour, Fiesta Classic and Figo.

Executive Summary

In October 2010, Ford wanted to celebrate the 50,000th production milestone of the Figo with its community in a way to get them engaged and excited, while at the same time strengthen connect with consumers across tier II cities.

Ford opened up an online contest and selected four young couples out of a total of almost 450 entries for a mission to discover smart places and activities. To bring experiential stories alive, these couples took turns to drive a Figo across 10 cities stretching across 2,500 kms for 25 days. Along the way, they shared their adventures and discoveries to the online community while the community shared their tips and suggestions. The couples stopped at Ford dealerships across cities and shared their stories with the media, tweetups were organized. Bloggers at various cities met up with them to share interesting driving stretches and tips.

By the end of the drive, the number of fans on the Ford Figo page on Facebook increased by more than 25,000. Over 600 updates on Facebook were posted during that month attracting 1.5 million views, 15,000 comments and likes. There were many more conversations on Twitter, Facebook and online forums around the drive. Media events were held across 10 cities and over 300 journalists in regional markets attended the events organized at various cities resulting in more than 150 media stories.

The monthly average of 35,000 plus enquiries of the Ford Figo jumped to 60,000 plus enquiries in October.

Nature of the programme/ activity/ campaign

Business to Consumer

Duration of the said programme/ activity/ campaign. Start date-end date

15 September, 2010 – 4 November, 2010 (Main drive was in October)

Background

By October 2010, just 6 months post its launch, Ford India was rolling out the 50,000th Ford Figo. Ford wanted to celebrate this with its customers, online fans, dealers, and other stakeholders.

Also while Ford had been organising various events with the Figo at various metro cities in India, it was also time to strengthen connect with consumers across tier II cities and introduce the Figo at these cities.

Ford Figo’s online community was growing and while Ford continued to answer fan queries and concerns, it was time to reinforce the message of the smart car in a manner that was exciting, fun and participative.

Objectives

Create interesting user experiences around the Figo, buzz among fans, and interest for potential customers

Strategy and planning

Ford organised a drive called ‘Ford Figo Discover Smart Drive’, which had four young couples going on a tour of India in a Figo to explore the scenic and local attractions of various cities and regions and in the process discover ‘smart’ places and activities.

The four young couples were selected from 450 online entries that were received from a call for entry at a microsite (now offline) and through Ford Figo fan page on Facebook (http://www.facebook.com/fordfigo), Twitter (http://www.twitter.com/fordfigo) and blog (http://www.drivingford.in). Independent auto bloggers were invited to be part of the jury. After the selection, the couples were also flown to Mumbai for a photo shoot and their pictures were later featured prominently in a Ford Figo advertising campaign on national dailies during the drive period.

Stakeholders

Fans, customers, influencers, dealers, employees, community, media

Choice of channel/s

Blog, Facebook, Twitter, Flickr, Twitpic, YouTube and Foursquare.

Implementation

The 25 day, 2500 km, 10 cities drive in which the couples were travelling had a special design of the 50,000^th Ford Figo milestone, painted by a popular artist.  Each couple drove a leg of the drive consisting of 3 cities.

Along the drive, the couples shared their journey stories, photos, videos and experiences on their Facebook and Twitter profiles and blogs and on the Ford Figo online communities on Facebook and Twitter.

Ford also had a photographer, videographer, and an official blogger to follow the couple in a support car and update almost real-time on the adventures for the online fans. Prominent lifestyle and auto bloggers were invited to meet the couples along the way. There were interesting contests and prizes organized for online fans following the drive and participating in the conversation. Fans were asked to share tips for the couples during their drive. The couple actively engaged with the fans and asked their opinions on various stages during the drive.

To create a fun competition among the couples, Ford also announced a ‘Most Loved Couple’ award that would go to the couple whose online updates got the maximum number of positive responses from Ford Figo fans. This encouraged the couples to come up with a number of unique and creative fun updates, pictures, postcards, and contests for the fans themselves. Some of them organized tweetups in various cities and online fans in those cities were invited to join them.

The couples stopped at various Ford dealerships in every city where media events were organized and they shared their stories to the local media.

Impact and Outcome

Key achievements:

• Updates on the Ford Figo fan page on Facebook during the campaign received close to 1.5 million views
• Over 600 updates were posted on Facebook by Ford and the ‘Discover Smart Drive’ couples attracting over 15,000 comments and likes during the drive
• Number of fans increased by more than 25,000
• Many more conversations on Twitter, Facebook and online forums around the drive
• Over 300 journalists attended the media events organized at the dealerships in various cities resulting in more than 150 stories across the 10 Tier II cities along the route of the drive
• Prominent lifestyle and auto bloggers wrote about the campaign on their blogs. Many of these bloggers attended the tweetups organized at various cities during the drive

Business impact:

• Ford Figo’s sale peaked in October since its launch -  Ford achieved its highest ever wholesales of Figo since launch, highest ever orders booked in a month, highest SMS leads since launch, and highest bookings received in a single day since launch
• Monthly average of 35,000 plus enquiries of the Ford Figo jumped to 60,000 plus enquiries in Octobe

Learnings

Discover Smart Drive became a high decibel digital campaign that integrated in Ford India’s advertising campaign. It not only excited the online fans community but resonated well across other stakeholders including customers, dealers, employees, media and the community.

The idea of discovering smart places and smart activities was also well received by customers and fans of the Ford Figo. The messaging and design of the 50,000^th Ford Figo on the car prominently appeared in the media stories.

What next

Discover Smart Drive was a success for Ford and a similar drive was organised from January to March 2011 though at a regional level. Instead of driving across the country, the drive focused on driving across a particular State or region. A national level drive just like the one in 2010 is being explored currently.

Testimonials

Discover Smart Drive has helped us connect and thank consumers across India. The Figo has achieved outstanding results.

Michael Boneham, president and managing director, Ford India

 

True to its concept, the Discover Smart Drive enabled the lucky couples to explore smart things about India along with smart features of the Figo. Using an integrated approach involving digital, marketing and our growing dealer network, we were able to take the Figo to consumers’ doorstep and have multiple positive conversations on new mediums. The response that we have got from this campaign has taken Figo’s popularity to a different level. We thank our online supporters also in this endeavour.

Nigel E Wark, executive director, Marketing, Sales and Services, Ford India

External Agencies: Any partners who helped you with strategy

Genesis BursonMarsteller

Puretech Internet Private Ltd

JWT

External Agencies: Any partners who helped you with implementation.

Genesis BursonMarsteller

Puretech Internet Private Ltd

JWT

Flaunge Media Productions

Suitable title

Ford Figo Discover Smart Drive

Fact Sheet

Name of Company: Ford India/ Ford Figo

Category: Automotive

Case Study submitted by: Palin Ningthoujam

Website: http://www.india.ford.com