Transcript of "Ripple Links Campaign_Social Media Case Study"
In March 2013 Ripple Links ran a campaign around the festival ofHoli asking users to create the longest SMS Friendship Chain usingtxtWeb App @Chain
CAMPAIGN OBJECTIVETo encourage existing & news users of txtWeb to build the longestSMS Friendship chain everTo encourage new and unique users to use txtWeb Apps and toincrease the Brand’s visibilityIncrease app usage
ABOUT THE CONTESTtxtWeb App users had to use @Chain App and build the longest SMSfriendship chain ever during the contest period which ran from 14thMarch to 27th March 2013txtWeb users had to ask their friends to join a chain created by them& in turn get their friends to add more friends to join the chainParticipants could win points up to level 4 users
EXECUTION OF THE CAMPAIGNThe contest was promoted on txtWeb‘s Social Media properties - Facebook & Twitter• Content Strategy – Built engaging content for a wide and new audiencethrough Creative’s, Ads• Fans encouraged to share contest information & creative’s allowing thecampaign to go viralSMS push message sent to a selected existing txtWeb user baseRipple Links engaged with txtWeb Campus Ambassadors for on groundactivities and promotions
CAMPAIGN RESULTS @Chain App was used 47,420 times during the contest 12,532 users registered to play @Chain Contest and 19,578 new users utilized the@Chain App Total No. of Users who created teams during the contest were 2,858 Created huge viral impressions for the app and the brand txtWeb Total No. of people who added more than 100 friends during Holi contest were 11 Total No. of users who added more than 1 Friend during Holi contest were 821FacebookTwitter
POST CONTEST BUZZPost completion the contest continued to garner buzzThe winner shared pictures of his new NOKIA LUMIA on FacebookOne of the winner’s followers shared a match ticket that he received