Professional Documents
Culture Documents
SOCIAL MEDIA
CASE STUDIES
2014
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HCL Technologies
MTS India MTS Drone............. 114
#CoolestInterviewEver............. 56
TrulyMadly Breaking
AskMe Getit Ask Me Anything. 60 Stereotypes.............................. 116
Castrol Activ
#ClingOnToFootball................. 63
#VibeUpMyLife
1
Converse #LICaseStudies
Problem Statement
With over a dozen phones
launching every other day, it’s
hard to differentiate and make
your phone stand out among a
bevy of smartphones. The
CLIENT Lenovo
challenge was to find a clutter
breaking path to build the right
AGENCY Experience connect with the fast moving and
Commerce dynamic millennial for them to
#LikeABrat
2
Converse #LICaseStudies
Problem Statement
Philips Personal Care was
seeking to strengthen its portfolio
by showcasing the new “Pro Skin
CLIENT Philips Male
Advance Trimmer Range” of
Grooming products which is built
specifically for Indian male
AGENCY Isobar consumers.
Problem Statement
With Philips Airfryer we thought
we had found a perfect fit
that resonated with the Indian Coupled with the belief that it
palette of eating oily food and was meant to make just a few
fitting in with the current ‘health’ dishes such as fries and
wave of eating ‘sinful food samosas. It just did not fit in with
without guilt’. We were certain the Indians value for money
that a product that promises equation. After all “Who wants to
‘taste of oily food without oil’ pay Rs 14,000 for just making
would be a great hit and fly off fries and samosas.”
the shelf!
b) Incredibility of the claim: The
An year down we realised just consumer could not get to
creating awareness would not be believe that what the Airfryer was
enough claiming was actually true – ‘80%
less oil’ seemed like a lofty
An year of trying to build
promise not really meant to be
awareness we observed that the
believed
challenge was way greater. Even
those that were aware of the c) Less oil, less taste: How can
product were reluctant to buy it. food cooked in 80% less oil be as
The product was not getting tasty? Oily foods are primarily for
traction as we had expected and taste. For Indians breaking the
the sales were way below norm. myth that less oily food could be
as tasty was proving to be an
What had gone wrong? More
uphill task
importantly how do we correct it?
who wanted to learn how to cook. While Sanjay shared all his
content through his YouTube
Convince and convert through
channel, Facebook page and
brand advocacy program
blog called “VahReVah.com”,
Thus was born “Philips Philips Home Living picked up
SuperChef”, a brand advocacy this content and shared it on its
program which was an online own social media properties
branded cookery show on (Facebook and Twitter) thereby
YouTube. A show that would be amplifying reach, attracting the
owned by these advocates. And right audience to our pages and
the first one to kick start it was building
Sanjay credibility.
Thumma -
We built
one of the
finer cuts of
most
this by
popular
optimizing
Celebrity
the videos
chef on
with Meta
YouTube in
tags and
India (3.5
descriptions
lakh
for YouTube
subscribers
search. All
on his
episodes
YouTube
were
channel -
clubbed
Youtube.co
under a
m/vahchef).
Playlist named ‘Healthy Recipes’.
The mechanics This was done to tap those
people who were not just looking
Sanjay was to drive this over 60 for recipes but for healthy
episodes –featuring healthy
recipes.
recipes cooked in AirFryer -- that
would stretch over 6 months on
his own YouTube channel. Post
WATCH VIDEO
that we would identify another Philips used this content created
popular online chef to carry the by Sanjay Thumma quite
baton forward. intelligently by building lots of
#BeBeautiful
4
Converse #LICaseStudies
Problem Statement
HUL, in 2009, saw the signs of
growth in content marketing and
judiciously invested in
BeBEAUTIFUL – their very own
content platform started by seven
of HUL’s biggest brands –
CLIENT Hindustan Lakme, Dove, Pond’s, Vaseline,
Unilever Sunsilk, TRESemme, Toni &
Guy.
AGENCY Jack in the Box
Through BeBEAUTIFUL, HUL
Worldwide wanted to use content marketing
to pull those people in who aren't
Choices
5
Converse #LICaseStudies
Problem Statement
The younger consumers in India
do not immediately identify with
Revlon as a brand. Revlon wants
to become more relevant to the
18-35 year old Indian woman, as
this is the current and future TA
for the brand
Identified Objectives
CLIENT Revlon India The Choices Campaign is
expected to fulfill the following
AGENCY VML Qais
objectives:
Strategy
As always, we began
with a consumer
insight.
The campaign is
further supported by
the following key
elements:
Bloggers
Problem Statement
With the rise of e-commerce in
India Garnier Men wanted to
grab the opportunity. Keeping
this in mind it aimed to bring to its
consumers a never before seen
experience via digital.
CLIENT Garnier Men
Consumers have always been
India flooded with thousands of mobile
oriented offers which pose to be
AGENCY FoxyMoron
tedious and complicated. It does
Media Solutions not end there, brands that create
IVR lead campaigns face a high
level of drop outs due to the fact With over 180 million mobile
that users have to manually input phone users in India, the brand
the number into their dialling saw great opportunity in mobile
screens. Garnier Men wanted to marketing.
change this by creating a
Garnier Men was the first brand
campaign that allowed a unique,
globally to partner with Facebook
seamless and direct user
to launch the ‘Missed Call Ad’.
experience which was
Through this ad format a
guaranteed to increase
seamless & effortless experience
participation.
was created for consumers who
Identified Objectives participated in a simple trivia
session via SMS from their
Leverage the association as mobile phones.
grooming sponsors for Rajasthan
Royals & SunRisers Hyderabad Every participant who purchased
for IPL 7 while at the same time Garnier Men products via the
aiming to increase online sales. brand’s e-commerce partner
Flipkart stood a chance to win
Strategy merchandise, match tickets and
a chance to meet & greet their
The Mobile Power Play was an favourite stars from Rajasthan
insights backed innovation led Royals and SunRisers
campaign by Garnier Men, the Hyderabad.
official grooming sponsors of
Rajasthan Royals and SunRisers The campaign also had a
Hyderabad. desktop version, hosted on the
brand’s blog –
‘www.thegarnierman.com’, where
fans could be a part of the Power
Play campaign and also surf
through a rich bank of IPL related
content. With a holistic media
plan the brand covered platforms
such as sports websites, Google
Search/Display and of course
Facebook.
MumbaiInANewLight
7
Converse #LICaseStudies
Problem Statement
Continuing its tradition of lighting
up heritage monuments across
the globe, Philips Lighting India
CLIENT Philips Lighting partnered with the Maharashtra
Tourism Development
AGENCY Avian Media Corporation in January 2014 to
give the famous Gateway of India The social media strategy was
in Mumbai a lighting makeover. divided into three phases:
Problem Statement
Create unrivalled access,
participation, empowerment and
conversation around FIFA World
Cup with the goal of delivering
the most accessible and inclusive
event ever.
Identified Objectives
CLIENT Coca-Cola India With the FIFA World Cup 2014
being held in Brazil, the amount
AGENCY Interactive of social & digital inclusion to be
Avenues garnered from other countries,
especially a cricket loving country
his love for Coca-Cola and his story & social thought behind
passion for the sport using multi- “World’s Cup” and connect it with
level scrutiny of conversations the brand by making it the most
(and relevance) on social talked about topic across the
networking platforms for 1,000’s media platforms and the
of users. The activity was a huge digital/social audience at large.
hit generating 15 million
To set a high, hard to attain
impressions and nationwide
benchmark of interactions,
trending on Twitter.
Samvaad put together a 12 hour
2.Coca-Cola Launches World’s conversation timeline coupled
Cup in April with a smart influencer strategy
that created a multi-layered
To launch one of the biggest
impact & became a trending topic
campaigns on Coca-Cola across
within first 3 hours of its launch.
the globe, a massive 1 day
integrated activation was The extended share of
executed in the country. conversations across Facebook
& Twitter helped us achieve
The challenge was to elevate the
around 250 million impressions
Problem Statement
eBay.in was celebrating its 9th
Birthday and wanted to take this
as an opportunity to create
maximum buzz and break the
clutter. Take the opportunity to
give back to its fans and
shoppers and thank them. Sales
CLIENT eBay India and discounts were in store for
this occasion.
AGENCY Tonic Media
However, with the rapid pace of
ecommerce growth in India, the
Twitter:
Instagram:
#Yoga2bFree
10
Converse #LICaseStudies
Problem Statement
Gadgets such as tablets are
designed to help us lead a more
connected, mobile, productive
and fun life. But as soon as you
take them out of the box and you
often see yourself enslaved and
CLIENT Lenovo tethered to these devices.
Tablets that exist in the market
AGENCY Experience are not designed to seamlessly fit
into your lives. The question is do
Commerce
they make us free or do they in
reality, actually box us up?
Problem Statement
With so many travel related
websites, blogs, vlogs and travel
portals at people’s disposal;
Travel category is cluttered with
a lot of communication.
CLIENT Tourism Victoria
Consumer’s attention span is
AGENCY Social short and the content & imagery
Wavelength at disposal is more or less similar
in nature.
Tanmay &
Rohan walk
around the
streets of
Melbourne,
interacting
with
Melbournians.
They
discovered
varied
elements that
come together
social, shareable, long-shelf life to make
content. Melbourne the beautiful haven
that it is.
We created 27 unique travel
experiences and a brief 10 day
shooting schedule was put in WATCH VIDEO
place. We leveraged Tanmay &
With the crew following Tanmay Rohan's followers to increase our
& Rohan's Melbourne escapade, reach.
subsequently videos were edited A dedicated team made sure that
and interspersed with destination there was uninterrupted
trivia. These videos were interaction with the fans and
uploaded on YouTube and on the followers throughout the
website campaign.
comealiveinmelbourne.com.
Results
Videos were shot at diverse
locations and attractions. From The duo's comic-timing and
visits to the legendary Melbourne antics, put together with their
Cricket Ground to mastering the experience of visiting different
art of taking the perfect selfie. destinations, hand-picked by our
We did it all. fans and followers, sharing their
Melbourne 'Experience' worked
We gave these videos a
perfectly.
personal, local touch. We had
We garnered:
Lessons
Take the outside in approach instead of
inside out approach. Communicate what
audience’s want.
Create experiential content with longer
shelf life. Campaigns usually have a
short life, but with this campaign our
objective was to create interesting
content with a larger shelf life. Content
which is perpetually available.
Emotions/humor always work the best
with the Indian audience.
#DoTheRex
12
Converse #LICaseStudies
Problem Statement
When it comes to sexual well
being, India boasts of a rather
conflicted record. On one hand,
its history promotes sex and
happiness in ancient scriptures,
on the other; modern Indian
politicians are quick to impose
disturbingly archaic views.
CLIENT Durex India This issue was brought to global
AGENCY DigitasLBi India attention after a series of rapes
and women being hung resulting
Lessons
Digital PR buzz with bloggers,
media publishers, celebrities &
Influencers created tremendous
buzz
#CoolestInterviewEver
13
Converse #LICaseStudies
Problem Statement
1) Changing economic conditions
have adversely influenced the
employer brand. Due to lesser
vacancies, it becomes very
important to explore new age
channels for talent acquisition.
CLIENT HCL 2) The targeted economies have
Technologies well established local job
platforms, while there was no
channel that could go across the
Ask Me Anything
14
Converse #LICaseStudies
Problem Statement
AskMe, the flagship product from
Getit Infomedia, is a one stop
destination to find information
related to anything and
everything; be it restaurants,
travel, matrimony, jobs,
education, mobile, gadgets.
Twitter Activity:
Influencer Activity:
A reach of 65K+
YouTube Activity
Main TVC:
#ClingOnToFootball
15
Converse #LICaseStudies
Problem Statement
As the world prepared for what
was one of the biggest
celebrations of football, Castrol
India looked towards bringing a
unique experiences to all the
young football fans in India.
#BladeyConfessions
16
Converse #LICaseStudies
Problem Statement
To build a campaign to launch
the new shaving range from
Philips and recruit new users in
male grooming franchise.
confessed Offline
to his integration
crimes. was done
Bladey by
confessed creating a
all its RIP Booth
crimes (coffin) at
(#BladeyC some
onfession popular
s) in these malls
videos across
and asked Mumbai,
forgivenes Delhi and
s from Bangalore
fans where
before fans were
leaving encourag
their lives for good, paving the ed to bury their old razors.
way for Philips Aquatouch.
Results
Other confessions from users,
their family and friends were also The campaign created lot of buzz
showcased once instituted, and got featured in various social
second phase of the campaign "I media industry updates.
Forgive" was established, where • There were 19,777 website
the users became the bigger views during the campaign
man by forgiving the blade. period ( 1 May – 15 June’14)
Phase 3 - Activation • Over 600 videos were
Continuing on the forgiveness, recorded over two weekends
users were further given an across three cities with more
activation platform where they than 200 product enquiries.
could chuck their razors in the • Its YouTube channel got
coffin and record their 794,717 views.
forgiveness. Users shared their
forgiveness through tweets using • A new Twitter profile was
#IForgiveTheBlade. created specifically for this
campaign and it garnered
Movie promotions
17
Converse #LICaseStudies
Problem statement
Differentiate the movie from the
award winning 2005 Marathi
movie, ‘Dombivli Fast’, starring
the same protagonist, Sandeep
Kulkarni. Besides that there were
multiple challenges, the move
had no major starcast to be
banked upon, Low promotion
budgets & No movie assets
available.
Anant Velankar. Since there the system, will try to do it. In the
were no movie assets available, case of Anant Velankar, the
the objective was to create buzz character had the intonation of a
around Anant Velankar. Launch helpless common man who was
him as a common man mascot frustrated by circumstances.
on social media and have
Anant Velankar Facebook page
conversations going around him.
started with a series of corruption
Strategy scandals being highlighted on a
timeline basis. Major scandals
For the first time, the protagonist right from the day of
of the movie was launched on independence were highlighted.
social media with no linkage to They went on to showcase how
the movie. The character named things in India have been got
Anant Velankar was first worsened over the years. It also
introduced as a common man on featured posts on news articles
Facebook as well as Twitter. The that highlighted the plight of the
personality of the character was common man.
that of a common man who had
to face the daily ordeals which A set of 3 short videos were
commoners usually face. launched on the page where he
Someone who wants to change engaged fans with thought-
provoking situations where a
common man’s good
deeds are met with
fierce opposition
from various
elements in the
society. The videos
were released one
by one and each
video seemed to
have a separate
purpose and
message.
raped and gets beaten up while stating that it’s illegal to teach
at it. The girl escapes while the kids in a prostitute locality. On
eunuch leaves the viewer with Facebook the video got a
questions – should I have response of 254 shares, Likes –
allowed the rape to happen? 518, Comments – 54, Reach –
Was my deed wrong to be 61,280
punished? Would you stand up if
The third video talked about how
you were in my place? Viewers
a young chap tried to help a blind
were encouraged to share their
man to reach his destination and
opinions
how he gets caught & beaten by
Railway police for ticketless
WATCH VIDEO travelling
The video got 483 shares, 685 On Facebook, the video got a
likes, 56 Comments & a Reach - 153 shares, Likes - 319
70,688 fans. Comments – 27 Reach – 33,440
The second video talked about fans
few young college students were All the videos highlighted how a
trying to educate prostitute common man has to struggle in
children’s and how a cop beats doing the good for the society
them up for doing this noble task and the challenges he faces. The
Results
Anant Velankar become a hit
among the audience and was
looked upon as a common
man messiah.
Lessons
The promotion could have
reached a much larger audience
if the promotion budget was
comparatively high and created
even more impact
#OperaCoastSurprise
18
Converse #LICaseStudies
Problem Statement
With web browsers being around
for the last 20 years, their
conventional ways of working
can get in the way of your
browsing on touch-driven
devices. Keeping the need in
CLIENT Opera Software mind, Opera Software launched
Opera Coast for iOS devices.
AGENCY 20:20 MSL
It's great for goofing off in the For e.g. the note to the Angel
office, distracting co-workers, Bedi, from 'The Filmy Owl' fame,
building castles, making shapes said "Dear Angel, Your designs
and faces, writing messages, and statements inspire us! That's
Problem Statement
With a large segment of the
Clubwest base lapsing out of the
program we were tasked to find
ways to engage with members
who had just lapsed out or were
on the verge of lapsing.
Our insights into lapsed, or near Power Editor tool. Using Power
lapse Clubwest members told us Editor, we subjected the targeted
that a large majority of these communication directly to people
members could be lapsing due to who we connected on Facebook.
Westside being unable to
They were the only ones who
effectively communicate to
saw this communication.
members and engage with them.
Total members mapped on
Identified Objectives Facebook – 3, 32,020
The objective was to engage with
Results
members who had opted out of
Westside’s loyalty program- During the 1 month campaign we
Clubwest and with those reached 1, 10,431 via social
members who were just about to reach and 2,70,293 via organic
opt out of the program. reach; thus reaching a total of
81.4% of the total targetable
Strategy base.
Find new engagement channels To map the success of the
that could be used to reach out campaign, we matched the data
and connect with recent lapsers, of the people to whom the ads
or the ones about to lapse. were subjected with those who
Use the Westside, End of shopped at the store during the
Season Sale Winter 2012-13 to sale duration, from the date the
as a reason to woo lapsed Facebook campaign went live.
Clubwest members back into A total of 7,849 lapsed
stores. The big idea thus was to Clubwest members engaged
reach out to Clubwest members with the ads
on Facebook using social CRM
and invite them to the stores. 737 members were tracked
Facebook Strategy: back in stores using POS
data. They had raised 1159
From the total loyalty base, the invoices.
contact details (namely email id For every Rupee we spent on
and mobile numbers) of lapsed Facebook, we were able to
members were extracted and get a return of Rs 45
mapped on Facebook using the
Lessons
#WalkingDead
20
Converse #LICaseStudies
Problem Statement
Fox Traveller was bringing the
cult show ‘The Walking Dead’ to
India. The challenge was that - in
CLIENT Fox Life a television landscape populated
with rom-coms and investigative
AGENCY Flying Cursor thrillers, how would we create a
Interactive fan base for a relatively unknown
genre?
Lessons
#MeethiMemories 22
Converse #LICaseStudies
Problem Statement
The brand objective was to make
Cadbury Celebrations a relevant
and preferred gifting choice
during Raksha Bandhan and
replace thoughtless cash gifting
option.
Identified Objectives
Build Rakhi salience through
consumer engagement on
Digital, while the product-
centric TVC highlights
Product Specialness.
Strategy
It’s not common for boys to
themselves express their
emotions - they mostly seek
out for a secondary medium So, we asked brothers to share
that mnemonic their emotions. their #MeethiMemories with their
Celebrations wanted to become sisters and we transformed them
that medium. into illustrations to cherish the
The strategy was to leverage bandhan.
upon the personalization options
available on social media and
Results
bring in an emotional connect 37 Mn+ Impressions delivered
while interacting with our young
target audience. Campaign Reach – 16 Mn+
Most sisters complain about the
gifts from their brothers. This 400+ personalized illustrations
Rakhi, we wanted to encourage from 20k + entries over 10
the brothers to give thoughtful days
gifts. Any gift around memories is
considered thoughtful and All-day Nationwide Trend on
special. Day 1
#NanoBiddingWar
23
Converse #LICaseStudies
Problem Statement
The brand’s digital properties
often engaged users with a
series of activities and events
through strategic tie ups with the
music and entertainment
industry. However the campaigns
lacked broader appeal due to the
varying tastes and preferences of
CLIENT Tata Nano the target audience. The brand’s
digital engagement had reached
AGENCY Digitas LBi
a point of ‘stagnation’.
The #NanoBiddingWar as a
trend beat all political and
sports related trends including
the Indian Prime Ministerial
candidates standing for
elections.
#ConnectedDellSe
24
Converse #LICaseStudies
Problem Statement
During festive seasons, there is a
market clutter, where each brand
tries to dominate all social and
digital platforms. The challenge
was for Dell to stand out and
have a distinct, yet powerful
communication during the festive
season, providing a unique
experience at the same time.
#ColorUpYourLife
25
Converse #LICaseStudies
Problem Statement
While Indian consumers are
becoming more adventurous
when it comes to hair color, they
are often worried about the
damage it causes. Wella’s new
CLIENT Wella India
product- the Oil Infuso Color
AGENCY Ripple Links Service harnesses the power of
Identified Objectives
To engage social influencers in
precisely targeted segments in
Delhi to spread awareness
about Wella’s new product, the
Oil Infuso Hair Color Service.
Strategy
Ripple Links proposed a social
influencer meet with theme
“Color Up Your Life” - an Invite-
Only Meet in Delhi for
prominent social influencers in
the targeted categories of
Beauty, Skincare, Hair care,
Fashion & Lifestyle.
influencers. Amplification:
Lessons
Activities that were interactive and strong
in terms of the Brand Message
translated to a more impactful social
presence
As influencers across different social
channels were chosen, the event and
the products saw a greater visibility and
engagement across multiple social
channels.
Strong & well informed brand
ambassadors paired with a strong
campaign theme maximized the reach of
the campaign
Social connect
26
Converse #LICaseStudies
Problem Statement
The National Association of
Software and Services
Companies (NASSCOM) is a
trade association of Indian
Information Technology (IT) and
Business Process Outsourcing
(BPO) industry.
CLIENT NASSCOM
Earlier considered as an
AGENCY Frog walks out association for large
corporations, young
entrepreneurs often found
Skills they say are best learnt on an array of topics that range from
ground! However, there is tips for running a small business
immense importance of learning and raising funds, to the
from the wisdom and mistakes of importance of body language, to
others. All this diverse wisdom topics like the importance of
has been incorporated in nugget Gandhian thinking in running a
sized presentations for business. Here are a few
Slideshare. Many of these slides, examples of Slideshare
Nikon Cheatsheet
27
Converse #LICaseStudies
Problem Statement
Camera brands on Social media
are usually seen talking about
their products or photography.
Generic, UGC, photography tips
& photography competitions have
been the fodder for engagement
with the audiences and have
been overdone by all the brands
(including us).
CLIENT Nikon India
We wanted to bring in new
AGENCY WATConsult content that is meaningful &
shareable as well.
Strategy
We thought of introducing
Nikon Cheatsheets – a
shortcut to capture a perfect
picture of any given genre.
MTS Drone
28
Converse #LICaseStudies
Problem Statement
The NH7 Weekender, famously
known as the ‘happiest music
festival’ of India is thronged by
thousands of people every year.
Lasting for about a month, the
festival is held across four cities
CLIENT MTS India at present and celebrates
independent music around and
AGENCY Brandmovers beyond the country.
India
Much sought after by musicians activity and all the pictures and
and music lovers alike, the idea videos were uploaded on the
was to add more happiness in different social media platforms
the festival this year. of the brand.
Breaking Stereotypes
29
Converse #LICaseStudies
Problem Statement
TrulyMadly is India’s
matchmaking website and app
that believes in breaking the
stereotypes.
Statistics
SOCIAL MEDIA
CASE STUDIES
2014
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