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Frooti Vs Slice Aamsutra - SRK or Katrina - Social Media Campaign Report
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Frooti Vs Slice Aamsutra - SRK or Katrina - Social Media Campaign Report


MindShift Metrics evaluates what Frooti & Slice Aamsutra did on social media with their campaigns. …

MindShift Metrics evaluates what Frooti & Slice Aamsutra did on social media with their campaigns.

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  • 1. Social Media Campaign ReviewPowered by: MindShift Interactive Mango Frooti Vs Slice Aamsutra Powered by MindShift Interactive
  • 2. What happens when two biggies launch their summer campaign in the same week with too many similarities? Find out in our exclusive review right here!Find out who rules on Social Media with a detailed review from MindShift Metrics! Powered by MindShift Interactive
  • 3. (76%) (24%)
  • 4. About the campaign - #SRKLovesFrooti• Frooti, a 27 years old Parle Agro sub-brand signed Shah Rukh Khan as it’s Brand Ambassador• This is it’s (Frooti’s) biggest celebrity endorsement campaign (after it’s association with Siddharth Malhotra)• Focus of the campaign - ‘King of Bollywood’ endorsing the ‘King of Mango Drinks’• Frooti’s ‘Social First’ approach stands out Powered by MindShift Interactive
  • 5. Campaign Flow Powered by MindShift Interactive
  • 6. March 5 – Frooti launches it’s #SRKLovesFrootiCampaign More than 11,000 More than 11,000 Tweets on Day 11and Tweets on Day and trending in India! trending in India! Over 2.7 Million Over 2.7 Million Outreach within three Outreach within three days days and reveal their association with Shah Rukh Khan! Powered by MindShift Interactive
  • 7. March 6 – When Shah Rukh tempted everyone on the field…. Phase 2 of the Twitter Campaign began with an interesting sync with the TVC Tweeps had to share their interpretation of the Video Lyrics No. of Tweets – With 8610 Tweets, the excitement still continued Powered by MindShift Interactive
  • 8. Frooti Ad 2013: Shah Rukh Khan• Published on March 5,• SRK Ad Views – 1,84,269• 3 Videos have been shared on the YouTube Channel• 2,19,678 Views on their latest campaign in 7 Days Powered by MindShift Interactive
  • 9. Tweets on #SRKLovesFrooti Over 2.7 Million Campaign Outreach via 29k Over 2.7 Million Campaign Outreach via 29k Tweets Tweets More than 60% Tweets from Mumbai, Delhi and New Delhi Total Outreach: 27,98,620 Powered by MindShift Interactive
  • 10. One day later after Frooti launched it’scampaign….. Powered by MindShift Interactive
  • 11. March 6 - Slice Aamsutra launched their campaign with Katrina Kaif #Pheeka Padh Jayega Over 1.7 Million Outreach within three days Over 1.7 Million Outreach within three daysSlice opts to stick with their campaign tag line and engage users with their innovative campaign activity Powered by MindShift Interactive
  • 12. About the campaign• Campaign - Iske saamne sab kuch Pheeka pad jaega• After showcasing a seductive side, it’s time to witness the playful love triangle• The twitter campaign highlighted on all things that were hot, but are now #Pheeka Powered by MindShift Interactive
  • 13. Campaign Flow Powered by MindShift Interactive
  • 14. Tweets on #Pheeka More than 50% Tweets from Mumbai, Bangalore and Delhi Total Outreach: 17,97,405 Powered by MindShift Interactive
  • 15. Slice Aamsutra – TVC on YouTube • Launch with a Teaser on March 6, 2013 • Two Videos with over 1393 Views on both of them • Facebook Video Stats are unavailable Powered by MindShift Interactive
  • 16. Social Media Review – MindShift Scorecard © Frooti or Slice? Who leads the Social Media Race? Read ahead… Powered by MindShift Interactive
  • 17. MindShift Scorecard © Sr. No Particulars Frooti Slice ******* Brand Ambassadors Shah Rukh Khan Katrina Kaif 1. Facebook Fans 5,63,699* 2,33,423 2. Fans Increase (Since March 5, 2013) 23,570 29,759* 3. Talking About Us 24,101* 14,534 4. Engagement Ratio 4.28% 6.22%* 5. Twitter Followers 1390 1628* 6. Increase in Twitter Followers (Since March 5, 2013) 218* 129 7. Twitter Hash Tag Popularity 29,024* 9341 8. Outreach Via Twitter Handle 2.7 Million* 1.7 Million 9. YouTube Views 2,19,678* 1393 10. Press Articles 60* 24 MindShift Scorecard © 7/10 3/10* Refers to leading in that social media aspect Powered by MindShift Interactive
  • 18. Sentiment Analysis Vs Conversation Volume Powered by MindShift Interactive
  • 19. Sentiment Analysis - Tweets Frooti Slice
  • 20. Influencers for FrootiHelped increase the outreach as the follower reach of these Influencers was 8 Lakh+ Powered by MindShift Interactive
  • 21. Influencers for Slice Low Influencer Outreach as compared to Frooti
  • 22. News & Blog Articles SRK’s association SRK’s association with Frooti made with Frooti made News, leading to aa News, leading to larger chunk of larger chunk of Press Releases Press Releases Powered by MindShift Interactive
  • 23. Hits & Misses• Frooti emerged as a front runner, • Brand Ambassador’s associations on dominating Twitter & YouTube numbers Digital was missing (especially SRK’s presence wasn’t leveraged)• Frooti managed to engage with Twitter Audience in three Phases, keeping in mind • Facebook was given a Miss, only being the attention span of Twitterazi used as a mediator to launch and spread awareness about the campaign• Frooti Tweet Volume was 76%, whereas Slice Twitter Volume was 24% • Slice did not leverage it’s YouTube Channel, by sharing videos on Facebook• Innovation, Celeb Power & Gratifications directly worked in Frooti’s favour• Slice led the race on Facebook, with a higher increase in fans and engagement ratio Powered by MindShift Interactive
  • 24. Insights• Twitter is the ‘NEW’ destination for brands to launch their campaigns• A brand needs to be ‘UNPREDICTABLE’ on Twitter (Frooti revealed it’s campaign in three phases, keeping the ‘ELEMENT OF SURPRISE’ intact)• Influencers HELP – So don’t hesitate to rope in a few who’d LOVE to associate with your brand• GIFTS Always WORK Powered by MindShift Interactive• Have FUN and Keep Tweeting!
  • 25. Yet, the #Magicof @Frooti continues…March 8 – 11, 2013 (Ongoing) & Counting for #Magicof…. Powered by MindShift Interactive
  • 26. Research Methodology• Data as of March 11, 2013 has been taken into consideration for this campaign analysis• MindShift Metrics – A tool by MindShift Interactive has been used to track data across the web• Analysis & Insights are based on the stats shared in the presentation• Data Collection is restricted on the choice of keywords and platforms and hence may vary at times Powered by MindShift Interactive
  • 27. Thank You.Like it, Hate it?Do share your feedback and let us know ifyou’d like any additions in our nextCampaign Analysis report.Want us to study your Campaignand know in-depth your data and results.Contact Us atarashdeep@mindshiftinteractive.comMobile No - 9820089207 Powered by MindShift Interactive