Cobby is Here: Case Solution submitted by Dhawal Lachhwani and Nakul Gupta from IIFT Kolkata The Case Study: Cobby symbolizes a Red Panda; Cobby is an animated cartoon character created by a small scale animation company called Dreamy Brush Pvt. Ltd. based out of Mumbai, India. While creating Cobby, the animators had the image of “Winnie the Pooh” in their minds, and they have this vision that one day Cobby will surpass “Pooh” in popularity amongst children and even adults. “Dreamy Brush” decided to publish 500 comic books named “Cobby is here!”, and distributed it to school going children and even college adults at a very nominal price. Though this activity gave the character some limelight, but it subsided with time as the company didn’t have access to ample budgets for promoting “Cobby”. Ritesh, the master animator and illustrator, who conceived “Cobby”, is planning to go to a start up conference where angel investors and big venture capitalists will be coming, and for a start up like “Dreamy Brush” this conference holds massive importance. Internally it was decided that Dreamy Brush will be pitching for funds for producing an animated cartoon series on mainstream channels, so that Cobby gets maximum exposure. Now Ritesh and his team have only 2 months before the conference date, and they have to do something which instantly catches everyone’s eye, so that Cobby becomes the buzzword. Brief description – Cobby Is Here! (The Cartoon Series) and Cobby (The Character) - Cobby speaks in the tone of a chipmunk, - Cobby prefers to stay alone but always lend a shoulder when others need his help, - In the cartoon series “Cobby Is Here!”, Cobby has been portrayed as a very intelligent and smart lad who is a detective by profession, - People always seek Cobby’s help when in trouble and even Police has fixed Cobby as their “Ray Of Hope” when they are not able to solve a particular case, - Cobby also has a assistant, whose name is Cherrie, and she is also a very cute red panda, - “Cobby” never asks for fees, once he solves the case, his only fees is a bunch of bamboo shoots  The Assignment: Dreamy Brush wants to create online conversations around “Cobby” by engaging relevant people in order to create familiarity for the character. Dreamy Brush wants a marketing campaign which connects offline world with the online world, and the campaign should touch the emotional chord of the target audience.

1. SOCIAL MEDIA EXERCISE
COBBY IS HERE
Team SaltLakers
Nakul Gupta
Dhawal Lachhwani

2. RESEARCH UNDERTAKEN
•
Research Undertaken would include study of
TG(audience in age group of 6-25) and their parents.
– Study of Media consumption of Children of various
age groups
– Study of Media consumption of parents of children
who watch or are interested in watching animation
– Time when the children/parents access the media so
as to share the relevant content during those hours
– Content children respond to- Puzzles, Questions,
Trivia or Memes
– Income group of parents
– Favourable language of communication
•
•
Study of various Social Media influencers
Study of favourite current cartoons of children and
prevalent cartoon brands in the market

3. RESEARCH UNDERTAKEN
•
•
•
Researching how people use social media to look
for TV content
Research how social media content influences
what children watch on TV
Research how many people use social media and
TV simultaneously
ROLE OF SOCIAL MEDIA IN DETERMINING WHAT WE WATCH

4. VARIOUS CHANNELS INTEGRATED IN STRATEGY
•
•
The strategy used for promotion will be an
amalgamation of various social media channels
viz. Facebook, Twitter and YouTube.
Facebook
–
FACEBOOK PAGE OF SCOOBY-DOO
Amongst the more popular cartoons Scooby-Doo Facebook page has
11m likes
•
Twitter
–
•
It is the most generic social media network i.e. the
network which our Target group uses the most
It is social media network most commonly used by
influencers i.e. influential people who affect our Target
group’s TV watching behaviour
YouTube
–
It is the biggest social media network for sharing videos.
The promotion strategy of Cobby includes several teaser
videos which will be available on Youtube

5. FACEBOOK v/s TWITTER
Though Facebook and Twitter both have more than 100 million users, Facebook has a distinct
edge in context of penetration amongst our target group
11% of people who log on to Facebook are children between 13-17 which is huge compared to 4% of twitter
21% of high school kids use Facebook compared to 7% twitter high school users

7. •
INFLUENCING THE
INFLUENCERS
“Cobby is Here” has to be propagated through various social media channels. The various stakeholders will be
–
–
–
Children-The Consumers
Parents-The Decision Makers
Influencers
#NEWSFLASH
Children
habits
affected by all
that the
parents watch
#CBSNEWS
#NEWSFLASH
INFLUENCERS-The major influencers which will affect your
decision to view or not view a cartoon will be our friends.
But if famous characters such as Zach and Cody or Hannah
Montana or Karan and Kabir, in India, advocate a cartoon, the
children are sure to get influenced.
Parents' TV time may be the biggest
influence on kids' viewing habits
#CBSNEWS

8. ENGAGING THE AUDIENCE
Introductory Pictures of Cobby
and his team. Sharing facts, trivia
about Cobby and much more
Sharing Cobby Comic Strips
on Facebook, Twitter and
launching a pilot episode on
YouTube
•
The engagement with people will be done
over a period of 2 months in a 3-phase
project
Stage 1 - Who is Cobby??
–
•
Stage 2 - Hello Cobby
–
•
Introduce Cobby to our viewers. Facts and Trivia
and much more
Sharing comic strips of Cobby on Social Media.
Follow the model of Calvin and Hobbes
Stage 3 - Cobby is Here
–
Invite our target group to engage with Cobby
through various channels

9. PLAN OF ACTION
Stage 1 - Who is
Cobby?? (0-20 days)
Stage 2 – Hello Cobby
(20-40 days)
Stage 3 – Cobby is Here
(40-60 days)
• Setup a website dedicated to
Cobby within the first week
• Start introducing the various
characters on social media
website
• Post interesting facts and trivia
about Cobby and the gang
• Start a daily comic strip to be
posted on Facebook and twitter
• Release small clips showing the
funny side of Cobby
• Make the pilot episode of the
show available free on YouTube
• Launch a competition inviting
entries for stories and characters
only from kids
• Give one prize everyday to the
best entry and a special prize at
the end of the promotion period
• Start merchandise sales on etailing websites

10. SUCCESS MEASUREMENT METRICS -
Likes, Shares, Comments and Views
are the various metrics to measure
the success of campaign on
Facebook. These can be inorganically
boosted using easily available paid
methods.

11. SUCCESS MEASUREMENT METRICS Number of twitter
followers is a direct
indication of how
successful you are on
social media
Cobby will be
considered successful
if it makes it to the
Trends page for the
major cities in India

12. SUCCESS MEASUREMENT METRICS These are the
recommendations that come
up when somebody searches
for the video on the left.
Likewise Cobby should come
up when people search for
other cartoons
Number of Views and
Likes is a clear indication
of the popularity of a
video. Our aim is to
maximize this for Cobby