Ht Studymate Hum se Poocho ppt
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Ht Studymate Hum se Poocho ppt

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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.

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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  • 1. © MixORG‘HUM SE POOCHO’HT STUDYMATEMarch 2012
  • 2. AGENDA  Introduction  Executive Summary © MixORG  Strategy  Offline  Online  Outcome and Impact  Learning  Links
  • 3. © MixORGINTRODUCTION
  • 4. FACTFILE Brand• Studymate Company © MixORG • Hindustan Industry Times • Education Duration • February to March Target 2012 Audience • Class X and XII • CBSE Board • Delhi NCR
  • 5. STUDYMATE Hindustan Times’ venture- started 2010 © MixORG Classroom tutoring for CBSE students (Class IX to XII) High quality supplementary education in harmony with CBSE’s Board system Salient Features • Expert faculty • Technology Aided Teaching (TAT) • State-of-the-art infrastructure
  • 6. OBJECTIVE OF THE CAMPAIGN Move from website only to Social Media © MixORG Increase reach of the campaign Higher uptake of ‘Hum se Poocho’ helpline  As compared to last year Introduce new content and ensure:  Downloads of Mock Board Papers  Downloads of Board Paper Solutions
  • 7. EXECUTIVE SUMMARY Background • ‘Hum se Poocho’ enters 2nd year of existence • Want to move beyond website © MixORG MixORG hired • To reach larger audiences through Social Media • For online strategy and execution Platforms used • Website • Facebook
  • 8. EXECUTIVE SUMMARY (CONTD.) Target group was engaged through • Relevant and quality content • Social apps • Facebook ads © MixORG Also engaged other stakeholders • Partner schools and teachers • Students and parents Impact • One month (March ‘12): 1.3 million views Outcome • Immense success in terms of ROI • Parents and students grateful for support received
  • 9. © MixORGSTRATEGY
  • 10. OFFLINE Partnering with Delhi Schools • In turn schools received branding online © MixORG and offline Tie-up with Teachers • Qualified to man Studymate helplines Offline Publicity • HT carried several ads and features on the campaign
  • 11. ONLINE Strategy • Visibility © MixORG • Innovative Content • Social Participation • Live Event Coverage • Recognition to Stakeholders • Cross Channel Integration Portals Used • Website • Facebook
  • 12. VISIBILITY Eye-catching creatives © MixORG Brands visual language aligns with the ongoing campaign Targeted advertisements on Facebook
  • 13. © MixORG
  • 14. COVER PICTURE: FACEBOOK © MixORG
  • 15. FACEBOOK ADS FOR EXISTING FANS © MixORGFACEBOOK ADS FOR NEW USERS
  • 16. QUALITY CONTENT Mock Board Exam Papers • Posted before the Board Exams © MixORG Solved Board Paper Solutions • Posted soon after each Board Exam Non-study related posts • Puzzles • Best wishes • Examination tips • Light moments
  • 17. ON FACEBOOK & WEBSITE © MixORG
  • 18. © MixORG
  • 19. SOCIAL PARTICIPATION Not just pushing information Creating a pull/demand from Target Group Two-way dialogue with community © MixORG
  • 20. LIVE EVENT COVERAGE © MixORGHelpline schedule flashed repeatedly• Before, during and after eventAdvance notice to students• To accumulate their queriesConstant updates• So that students don’t miss any event
  • 21. Recognition: © MixORGPartner Schools
  • 22. Recognition: © MixORGParticipating Teachers
  • 23. Recognition: © MixORGStudent Achievers
  • 24. CROSS CHANNEL INTEGRATION Links to Sample Papers and Board Slider on website same as cover picture on FB Paper solutions also reflect on website © MixORG
  • 25. Outcome & © MixORG Impact
  • 26. Well- Sharp spike received by in ‘Likes’ on target Studymate audience FB page © MixORG Huge Content number of freely impressions downloaded within a and shared monthMODEST BUDGET => GOOD ROI
  • 27. FACTS AND FIGURESNumber by which student community on FB grew during 5028‘Hum Se Poocho’ campaignNumber of Impressions/ people viewing 3,725,337 © MixORGNumber of views of Board exam solutions 6002Number of views of Board exam mock papers 1030Total amount spent during the event $122.20
  • 28. © MixORG
  • 29. © MixORG
  • 30. LEARNINGClose coordination with all Establishing stakeholders to norms for community to be © MixORG reduce response time expressive Creating a sense of entitlement among students
  • 31. LINKS © MixORGWebsite• http://studymateonline.com/index.htmlFacebook• http://www.facebook.com/studymate
  • 32. © MixORG152, Lower Ground FloorKailash HillsNear G-Block, East of KailashNew Delhi-110 065info@mixorg.com