Ht Studymate hum se poocho doc

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MixORG executed the Hum se Poocho Online Branding campaign of HT Studymate on Social Media. This is a case-study of the successful campaign.

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Ht Studymate hum se poocho doc

  1. 1. qwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwer Hindustan Times’ StudyMatetyuiopasdfghjklzxcvbnmqwertyuiopas Campaign: ‘Hum se Poocho’dfghjklzxcvbnmqwertyuiopasdfghjklzx 3/1/2012 MixORGcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmrtyuiopasdfghjklzxcvbnmqwertyuiopasdf 9 Page 1ghjklzxcvbnmqwertyuiopasdfghjklzxc
  2. 2. ContentsThe Brand ................................................................................................................................................. 3Company .................................................................................................................................................. 3Industry .................................................................................................................................................... 3Duration ................................................................................................................................................... 3Target Audience ........................................................................................................................................ 3Aim/Objective ........................................................................................................................................... 3Executive Summary ................................................................................................................................... 4Strategy .................................................................................................................................................... 5Platforms Used ......................................................................................................................................... 6Outcome and Impact ................................................................................................................................ 7Learning .................................................................................................................................................... 8Links ......................................................................................................................................................... 8Screenshots .............................................................................................................................................. 91. Online Branding of Partner Schools ........................................................................................... 92. Campaign poster as uploaded on Website and Facebook page .......................................... 103. Facebook Ads ............................................................................................................................... 114. Mock Board Paper Application ................................................................................................. 125. Board Paper Solutions Application .......................................................................................... 136. Testimonials from Parents ........................................................................................................ 147. Pictures of Teachers answering queries on the Helpline ..................................................... 158. Recognition to Students ............................................................................................................. 169. Cross-Channel Integration between Website and Facebook page ..................................... 1710. Number of Active Users saw a sharp spike during the campaign ................................... 1811. Testimonials from Students ................................................................................................... 1912. Need-driven participation by the Community .................................................................... 20© MixORG Page 2
  3. 3. The BrandStudymate was started in 2010 by Hindustan Times to provide classroom tutoring for CBSEstudents from class IX to XII. This was an extension of their wide experience in the educationindustry garnered through HT’s educational supplement, HT Horizons. Studymate Tuition centerswere started with the mission of equipping and empowering young minds to pursue theirdreams. Studymate is known to provide high quality supplementary education through expertfaculty, Technology Aided Teaching (TAT) and state-of-the-art infrastructure to a large numberof students every year. The pedagogy is in harmony with CBSE’s Board system and thus, providesstudents with relevant support in their academics.CompanyHindustan Times, founded in 1924, is one of India’s leading English dailies. It is the flagshippublication of HT Media Ltd. With a readership of close to 3.7 million, Hindustan Times is one ofthe largest newspapers, by circulation, in India.IndustryEducationDurationFebruary to March 2012Target AudienceCBSE students of Class X and XII Board, residing in the area of Delhi NCRAim/ObjectiveStudymate had run the ‘Hum se Poocho’ helpline the previous year from their website alone.This year, they wished for greater awareness and usage of the Helpline by tapping into thepower of Social Media. Further, this year better content like Mock Board Papers and BoardPaper Solutions were to be made available. Thus, three objectives were listed:  Higher uptake of ‘Hum se Poocho’ helpline as compared to last year  Ensure large number of downloads of Mock Board Papers  Ensure large number of downloads of Board Paper Solutions© MixORG Page 3
  4. 4. Executive SummaryStudymate, an initiative led by Hindustan Times to provide CBSE-based tuition to students ofClass IX to XII ran the ‘Hum se Poocho’ campaign last year for board students. They operatedfrom their website alone. This year, they hired MixORG to extend the campaign through SocialMedia, hoping to reach out to larger audiences and increase the uptake of their helplines.While Studymate took up the offline strategy of tie-ups with Schools, engaging expert teachersfor the helplines as well as print media publicity, MixORG took charge of the online strategy andexecution. The website and Facebook page were populated with a lot of relevant content thatranged from sample papers and board exam solutions to examination tips and tricks. Through ahost of posts and apps, the Facebook page engaged all the stakeholders in the campaign: thestudents, their parents, the teachers, Studymate officials and partner schools.Started towards the end of February and run during the Board Exam season of March 2012, thecampaign was an immense success. The Apps, posts and other content posted during the periodsaw a whopping 1.3 million views in just that one month of its run. Students and parents werequite grateful for the constant support they had received.The campaign, to summarize, was an immense success. It met the key objectives of increasingthe reach of the Hum se Poocho helpline usage as well as high consumption of the sample andBoard paper solutions. Furthermore, the campaign engaged students in an effective waywherein, the target group did not just receive information, but began stepping forward andsharing information or demanding it.© MixORG Page 4
  5. 5. StrategyOfflineThe most significant offline strategy was tie-ups with schools as Studymate required a largenumber of qualified teachers to man the helplines. Schools readily partnered with Studymate toensure support to the students, as they in turn received recognition on Studymate’s online andoffline advertisements. (Figure 1) Hindustan Times carried several features on the Hum sePoocho initiative, which in turn ensured branding for the Partner Schools.OnlineSince Hum se Poocho as a campaign had already taken place offline last year, the purpose oftaking it online this year was to increase the uptake of the helpline and other features. In orderto this, the following focus areas were considered:  Visibilty: The brand’s visual language was aligned to the ongoing campaign through sliders, cover pictures, thumbnails and profile pictures. (Figure 2) In addition, Facebook advertisements were run for existing fans and new users to talk about the offerings. (Figure 3,4)  Innovation: To add flavor to a campaign that had already taken place last year, there was a desire for innovation. Hence, the new idea of uploading sample and solved Boards Papers was formulated and implemented with great success. (Figure 5,6)  Social Participation: There was a clear effort towards encouraging two-way dialogue with the target group so that they engage in dialogue among themselves and with Studymate.  Community Building: An attempt was made throughout to not just engage the student community, but other stakeholders as well, like schools, teachers and students’ parents. The Facebook page captured sentiments of all these stakeholders and encouraged them to interact among themselves on this portal.© MixORG Page 5
  6. 6. Platforms UsedFor the ‘Hum se Poocho’ campaign, primarily two platforms were utilized: Facebook and theStudymate website. There was, however, a constant effort to ensure cross channel integrationand posting.FacebookThe Facebook page was used for widespread promotion of the campaign as well as to engagethe target communities.Content: Study-related content was frequently updated in the form of potential examinationquestions, sample papers as well as Board exam solutions. Non-study posts were also there tohelp students relax and yet, gear up for the big examinations. Good luck posts as well asexamination tips found great favour among the students.Engagement: Students were engaged through discussions. They were encouraged to expresstheir thoughts about the oncoming exams or specific subjects. Customized Social apps werecreated, which students visited as well as shared among their friends. Parents too engaged withStudymate by providing their testimonials and sentiments about the campaign. (Figure 7)Live Event Coverage: The evening before every exam, the helpline schedule was flashedrepeatedly. Adequate notice was given to students so that they could accumulate their queriesand be prepared. Constant updates before, during and after every event ensured that studentsdid not miss out on any of the events scheduled for them.Recognition: The participating teachers’ photographs while manning the helplines werefrequently uploaded. (Figure 8) Students often recognized teachers from their own schoolswhich gave the helpline a familiar face for them. It also brought in appreciative comments fromstudents which ensured gratification for the teachers. Students who performed well in the finalexams were given recognition on the page too. (Figure 9)WebsiteThe website home page was first updated by a slider that reflected in the Facebook coverpicture as well. The idea was to have integrated online branding of the Hum se Poocho campaignacross various channels. Furthermore, the applications that were created and run on theFacebook page had links embedded in the website as well. For instance, all mock sample papersand Board solutions were also made available on the website. (Figure 10)© MixORG Page 6
  7. 7. Outcome and ImpactWithin a period of one month alone, the campaign showed immense impact on its targetaudience. The Studymate Facebook page saw a sharp spike in new ‘Likes’ during the Hum sePoocho campaign. The new content of Board exam solutions as well as Board exam mock paperswas quite popular among the students, who freely downloaded and shared it amongthemselves. (Figure 11) All this was achieved on a modest budget leaving Studymate fairly happywith the return on investment.Some facts and figures that reflect the outcome of the campaign:Number by which student community on FB grew during 5028‘Hum Se Poocho’ campaign:Number of Impressions/ people viewing: 3,725,337Number of views of Board exam solutions: 6002Number of views of Board exam mock papers: 1030Total amount spent during the event: $122.20Apart from the quantity of response, the campaign also saw good quality participation fromstudents. They responded enthusiastically to all updates, poll questions, sample questions,answers and other endeavours during the campaign. Furthermore, they frequently shared postsand material uploaded on the Facebook page, thus ensuring that the material reach a wide butrelevant audience. As evidence, Studymate received a number of appreciative notes fromgrateful students applauding the efforts. (Figure 12)© MixORG Page 7
  8. 8. LearningA significant learning for MixORG during the course of this campaign came from the challenge ofclose coordination with other stakeholders. Once students began expecting sample papers andsolutions, they would proactively demand these aids if they did not receive it soon enough.(Figure 13) The Community Manager had to work closely with Studymate, the Partner Schoolsand the teachers to reduce response time.Something that came as a very positive learning for the team was their ability to create a senseof entitlement among the Studymate community. They had striven from the beginning to makethe portal a two-way communication platform and soon enough, they were not just ‘pushing’information, but they had managed to create a ‘pull’. The community began to expect, ask forand express their needs. They felt an ownership towards the community and often answeredeach others’ queries. A true achievement for MixORG, thus, was to have successfully establishednorms for the community to be expressive.LinksWebsite: http://studymateonline.com/index.htmlFacebook: http://www.facebook.com/studymate© MixORG Page 8
  9. 9. Screenshots 1. Online Branding of Partner Schools Figure 1: Partner Schools© MixORG Page 9
  10. 10. 2. Campaign poster as uploaded on Website and Facebook page Figure 2: Campaign Poster© MixORG Page 10
  11. 11. 3. Facebook Ads Figure 3: FB Ads for Existing Fans Figure 4: FB Ads for New Users© MixORG Page 11
  12. 12. 4. Mock Board Paper Application Figure 5: Mock Boards Exam Paper Solutions App© MixORG Page 12
  13. 13. 5. Board Paper Solutions Application Figure 6: Board Paper Solutions© MixORG Page 13
  14. 14. 6. Testimonials from Parents Figure 7: Parents Speak© MixORG Page 14
  15. 15. 7. Pictures of Teachers answering queries on the Helpline Figure 8: Uploaded pictures of Teachers on Helpline- received 6o Likes© MixORG Page 15
  16. 16. 8. Recognition to Students Figure 9: Board Results App© MixORG Page 16
  17. 17. 9. Cross-Channel Integration between Website and Facebook page Figure 10: Screenshot of Website© MixORG Page 17
  18. 18. 10. Number of Active Users saw a sharp spike during the campaign Figure 3: Number of Active Users© MixORG Page 18
  19. 19. 11. Testimonials from Students Figure 4: Students Speak© MixORG Page 19
  20. 20. 12. Need-driven participation by the Community Figure 13: Students expressing their needs proactively© MixORG Page 20

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