No tv day case study

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No tv day case study

  1. 1. HT No TV Day- 1st June
  2. 2. Campaign Achievement Facebook • No of Fans : 81,500(5000 organic) • Total Stories generated : Approx 1,30,000 • Engagement on App : 3888 Twitter • Total tweets during 3 campaigns : 24,000+ tweets • Total Retweets : 2500+ • Total mentions : 15,000+ • Total Followers added : 550 Total Interactions across platforms- 2,74,419 250% of the committed numbers AR • Total Engagement : 16,981
  3. 3. Achievements- Facebook • No of Fans added : 81,500 • No of Organic Fans : 5000 (6.53% of paid, 4-5% considered to be good) • People Talking about the page: 68700 (21% of total fans, average 5-7% is considered good) • Total Interaction on the page : 1,30,000(Average no taken till 2nd June) • User Generated content : 1500+ content created by user • Pictures uploaded by user : 1200+ on wall and application
  4. 4. Achievements- Facebook Application/Tabs • Treasure Hunt: 1148 unique users(238 users in first day without promotion) As per industry standard normally a good application gets close to 450-500 users, brand like Pepsi in one of the application got 800 users • HT No TV Day Memories: 730 unique users, 339 photo upload As per the industry standard this is a very good number, 339 photo upload is on a very high side. • Memorable Journeys : 325 unique users, 227 photo upload • Registration Tab : 525 Registration done on FB • I Pledge : 1100 pledges
  5. 5. User Generated Content To keep the user active on the page, we came up with an idea to give away prizes to the most active users and the result of that • 1500 + entries from our users • 1200+ photo uploads • Users uploaded their own content, what they are doing on No TV Day and their creative thoughts on how to celebrate No TV Day
  6. 6. Achievement- Twitter #onnotvdayiwill- Results
  7. 7. Achievement Twitter #htnotvday- Results
  8. 8. Achievements Twitter • We made 3 different terms associated with No TV Day trend #htnotvday, No TV Day & No TV all were trending in top 10 • Trended #1 & #3 Worldwide, # 1 in India for 4 days during 28th May- 2nd June • Trended on a day when lots of brand contests were running, along with new movie releases and TV Shows being launched which normally are hot trending topics • More than 24000 tweets were tweeted by users in the whole campaign • 15,000+ mentions of @htnotvday • 2500+ Retweets on our Tweets
  9. 9. #htnotvday contest screenshot
  10. 10. #htnotvday Contest Screenshots
  11. 11. Even Foreign Nationals celebrated No TV Day
  12. 12. Digital Campaign Objective • To make the audience on the page aware about the No TV day on ground campaign • To engage the current FB fans in various engaging activities • To create buzz on twitter about No TV Day
  13. 13. Activities Planned Facebook • New Fan Acquistion • Treasure Hunt • No TV Day Memories • Memorable Journeys- with Malaysia Airline • Activity Tab • Activity Registration • Food Offers Twitter • Pre Launch Campaign- #onnotvdayiwill • Launch Campaign- #htnotvday Augmented Reality 
  14. 14. Activity Flow on the Page Revival of the page Where we were- Fans- 243,100 What we did Regular Posts, Cover Pic, Sneak peak of things to come I Pledge No TV Day Memories Sustenance of the page Ramping up the fan acquisition Treasure Hunt Most Active user Memorable Memories Location Pehchan Mumbai Trivia The Final Push • Countdown to No TV Day • Increase in the post from 3 to 5-6 to cover as many things as possible. • Click Upload and Win • No TV Day fan acquisition
  15. 15. Twitter Campaign #onnotvdayiwill : pre-launch twitter contest to build anticipation for No TV Day (28th May, 2013) #htgogreen : A social cause initiative to motivate people to join the Human chain on No TV Day #htnotvday : Twitter contest to celebrate No TV Day (1 June, 2013) Objectives • Create Awareness about the initiative • To leverage the already built reputation and celebrate No TV Day on 1st June • To get maximum engagement for the #htnotvday
  16. 16. Snapshot of #onnotvdayiwill Trending World Trend India Trend
  17. 17. Snapshot of #htnotvday Trending World Trend India Trend
  18. 18. Augmented Reality- Mobile Total Users 8010 New Users 3991 HT Active Old Users 2406 Point Users 1613 Total Engagement 16981

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