A case study on the campaign Selfie-licious for Green Trends in 2014, executed by Digitally Inspired Media across multiple platforms.

1. Selfie-liciousSelfie-licious

2. Objective
 To position Green Trends as a style destination
among the Target Group
 To increase engagement through participation
among the Target Group

3. Strategy
 To capitalize on the Selfie craze among the Green Trends target group, we developed an interactive
web app for both Mobile and Desktop devices
 The strategy was to gratify contestants who participated and got the maximum number of "Likes“
 Teasers about the campaign were released before the contest went live to capture the interest of the
fans
 To promote the contest 360° we had pop ups on the website, live installations at various locations and
mirror stickers and table tents in stores for store activation
 To engage with the existing and potential fans on Facebook and Twitter, relevant content was released
encouraging them to participate
 To keep the momentum of the contest going 3 weekly winners were selected and gratified with
branded goodies
 The winner with the maximum no. of Likes won 1 year of free Salon services and 9 runner ups
received 6 months of free salon services

4. Execution
• A fan-gated app was created where the fans could either upload an already existing selfie or click a
new selfie
• On submitting, the contestant could share the update about his/her participation on their profile
• The uploaded selfies could be viewed by all the participants and there was a provision for them to vote
for a particular participant
• Live installations at popular places, IT parks and Green Trends salons across Chennai, Hyderabad and
Bangalore where we encouraged people to click selfies in front of the
“Selfie-licious” backdrop and participate in the contest
• Pop-ups were present on the Green Trends website which redirected people to participate in the
contest

5. Execution
 Updates were posted on the Facebook page with engaging content
 Engaging content such as selfies of Bollywood and Kollywood celebrities were uploaded on the
page encouraging people to participate on the contest
 Top selfies of the week were announced and subsequently top contestants collecting goodies
at stores were shared with the audience on the page
 The campaign was promoted on Twitter with #Selfielicious hashtag with 5 tweets per day
 Subsequently, we monitored activity on the page, engaged with the fans and cleared queries
about the contest and participation, both on Facebook and Twitter

6. Campaign Creatives (Online)
Facebook Cover photo
Tab icon
Page Likes Ad

7. Campaign Creatives (Online)
Facebook Posts

8. Campaign Creatives (Online)
Facebook App tabs

9. Campaign Creatives (Online)
Facebook App tabs

10. Campaign Creatives (Online)
Website Pop Up

11. Campaign Creatives (Offline)
Print ad Flyer

12. Campaign Creatives (Offline)
Sticker T-Shirt design Other Creatives:
 Backdrop
 Posters
 Standee
 Promo Table

13. Engagement
 The campaign ran for a total of 44 days
 825 participants participated in the contest
 4173 users used the app during the campaign
 The Facebook page got a reach of 6,95,960
 42,034 people engaged on the page during the campaign
 Likes on the page increased by 54.2% during the campaign
 The Facebook page received 12,421 page visits during the campaign

14. THANK YOU!