THE BURNCURATECASE STUDYBringing alive Fierce Creativity among hip, young,urban Indians from the Fashion and Arts community
THE BURN CURATECASE STUDY1 STRATEGIC APPROACH 4 CAMPAIGN ANALYSES2 CREATIVE ELEMENTS 5 CONSUMER RESEARCH3 TEN TRUTHS 6 WAY FORWARD FOR BURN CURATE
BURN WLIFW CHALLENGE 2010 15 fashion design institutes across Delhi The chance to exhibit at the largest fashion event in the country 360 cans of Burn as fuel, raw material and inspiration 15 teams of ﬁnalists shortlisted for the ﬁnal chapter
BRIEFFORDIGITALTo support the Burn Curate contest in digital media.
BURN WANTSTO OWN FIERCE CREATIVITY ASAN ATTITUDE AND LIFESTYLE.
AT THE HEART OFBURN ARE A CERTAINKIND OF PEOPLEW dare to go after their dreams have the genius, wit and will to express themselves uniquely evolve a style that is intense, aggressive and gutsyH thrive on inventive, challenging and unconventional ground refuse to back down, never give upO want to explode onto the scene fear just one thing – to have their dreams burn out and die at dawn
THIS DIGITAL CAMPAIGN AIMED TO CREATEREAL IMPACT AND A STRONG PERSONAL CONNECTBY DIRECTLY ENGAGING OUR NICHE TARGETAUDIENCE WITH OUR 15 TEAMS OF FIERCEDESIGNERS.
THREE The Facebook page The Peopleʼs Choice Award The GalleryCREATIVEELEMENTS
THE PAGEENABLED OUR CONTESTANTS TOFEED OFF EACH OTHER ANDEVOLVE INTO A BURN COMMUNITY.We conceptualised a contemporary, young personality for theʻBurn curatorʼ. As our campaignʼs hands-on MC, his role was to bethe only source of information, document the creative process andencourage the contestants.
THE PEOPLEʼSCHOICE AWARD INSPIRED OUR CONTESTANTS AND SUPPORTERS TO ʻRECRUITʼ FOR THE BURN CULT. It was tied in with the WLIFW award to rouse them into aggressively promoting our brand and event.
THE ONLINE GALLERY BURNCURATE.COM WAS VISIONED AS A SHOWCASE FOR BURN FASHION AND ART PROJECTS. Burnʼs boldly minimalistic visual identity showcased every Burn creation. It was also the campaign hub where all the voters converged to view the creations, cast their votes via Facebook Connect and follow their favourites.
TEN TRUTHSHOW THE BURN CURATE CAMPAIGN LIVEDEACH ONE OF THEM.
A We were ﬂooded by questions, emails, and comments the moment the contestantsʼ proﬁles went up. B The concept notes and sketches uploaded on Facebook generated 99 comments in the ﬁrst three hours. C Closer to voting, this pace picked up to 84 comments within two hours. D We were widely introduced as “the new energy drink by Coca Cola”. The contestants uploaded photos with Burn cans, and even declared that it kept them going till the last minute. EXPECT A RESPONSE WHILE DEALING WITH1 DIGITAL MEDIA AND FIERCE CAMPAIGNERS. E Several supporters jumped the gun and began casting votes that didnʼt show up, which triggered off the voting controversy. F A Burn follower complained about ʻNIFTʼs tagʼ being the reason for its win and in turn generated 152 comments. G The winning creation by NIFT was proactively researched, declared a ʻfakeʼ and hotly debated on our forum. H A recent post by Burn Curate resulted in a furious and highly personal debate between two Burn Curate followers, totaling 51 comments.
A Keeping the Burn brand image in mind, we improvised with the pictures and sketches provided to us by the events company. ORIENTING OUR CONTESTANTS TO2 THE BRAND AND HELPING THEM PERFORM BETTER. B We spoke with the contestants at length to craft concept notes to accompany their cleaned up sketches.
A We designed WIP snapshots using pictures of the ﬁnal creations. B The contestants responded by bulk tagging us with their friends on these WIP snapshots and using these as proﬁle pictures3 CATALYZING CONVERSATIONS. C They began to bulk tag albums of their projects, and posting bulk personal messages. D They also started posting live updates and calls to action on their status feeds and bulk personal messages on their friendsʼ walls.
A The voting controversy was tackled with announcements that voting was not yet open, as well as a count down to voting time. B We arranged for live updates from WLIFW when the disappointment with NIFTʼs win began to be discussed. C Fears about foul play were diffused by releasing a voting score card.4 MANAGING CONVERSATIONS WISELY. D We posted the HT coverage of NIFTʼs win to dispel the cynicism on our forum. E We allowed the spate of accusations against NIFT and Burn to run its course between the cynics and supporters.
A The temporary voting display issue erupted into an outburst of criticism on our forum. B We proactively addressed this situation with a live vote count and a phone helpline.5 SHIT HAPPENS. FOR A CHANGE YOU CAN FIX IT. C However, complaints about the inadequate transport arrangements for the Burn creations went unaddressed.
A Despite the voting controversy, the last two days of voting saw a burst of Burn Curate propaganda which catapulted our friend and vote tally. B Spirits soared when the Peopleʼs Choice Award was won by Pearl Textile. C When NIFT won at WLIFW, the spirits dropped (for some) again.6 THIS AUDIENCE IS FICKLE. USE IT TO YOUR ADVANTAGE. D One avid Burn Curate follower continued to make the ﬁnal results as an issue. The others reacted one off and dropped out. E The momentum of conversation and the rate at which our community is growing has been ﬂagging since the event. We need a sustenance plan.
A The Burn Curate Peopleʼs Choice Award was announced on Facebook but remains ofﬁcially unacknowledged. B There have been repeated queries for certiﬁcates of participation, that are yet to be responded to. PEOPLE HAVE WORKED HARD FOR YOU.7 RETURN THE FAVOUR. C Neither the contestants, nor their supporters have been ofﬁcially thanked or celebrated for their effort.
CO-ORDINATION IS THE KEY TO A8 SUCCESSFUL COLLABORATION. A Ensure better integration between the client, agency, events company, and other partners so everyone works on the same plan, towards the same end.
A It is not enough to create a property, this must be seeded, choreographed and supported until (and even after) it takes on a life of its own. DIGITAL IS A LIVING MEDIUM. BE9 PREPARED TO PARTICIPATE. B Allow development and BETA time for every initiative that invites audience collaboration. C Invest in tracking tools to sharpen future efforts.
A Our forum erupted with personal accusations about NIFT and the judges when team NIFT won at WLIFW. B Burn was repeatedly accused of being partial to ʻthe NIFT tagʼ. C A ʻWe hate Burn Curateʼ Facebook group was born, but has received no traction. LOVE AND HATE ARE TWO SIDES OF10 THE SAME COIN. D Until date, most of these dissenters remain connected to our forum. E They are usually the ﬁrst to react and trigger reactions on it.
1 BROUGHT ALIVE ʻFIERCE CREATIVITYʼ2 DELIVERED A BURN EXPERIENCE TO OUR AUDIENCE3 GAVE BURN A HUMAN AND APPROACHABLE PERSONA CONNECTED 15 TEAMS TO EVOLVE INTO A BURN4 COMMUNITY MANAGED THE CAMPAIGN THROUGHOUT THE5 ACTIVITY
BRAND OBJECTIVES CAMPAIGN OBJECTIVESA Enlisting Burn evangelists who A Get our contestants to campaign for epitomise our core value us instead of doing so ourselvesB Positioning Burn as a brand for B Collaborate with them to create them, not just another energy drink a compelling Burn experienceC Let them choose Burn because they C Enable and inspire them to reach out strongly relate to it and its brand vision to our audience on our behalf IN THE LONG TERM, TO AMPLIFY BURNʼS BRAND VISION, ESTABLISH ITS FUNCTIONAL AND EMOTIONAL BENEFITS, AND ULTIMATELY, TO INSPIRE BRAND LOVE.
PRODUCE ANGET OUR CONTESTANTS AUTHENTIC SHOWCASETO CAMPAIGN FOR US OF BURNʼS ʻFIERCE CREATIVITYʼMeasured through ENABLE OURthe kind of pull, CONTESTANTS ANDbuzz and response Measured qualitatively SUPPORTERS TO in terms of thethey generated on DIRECTLY REACH OUTFacebook and the Burn involvement generated TO THEIR EXTENDED by the online event andCurate site NETWORKS forum Measured by an estimation of the share of voice this campaign generated on Facebook and the trafﬁc on our website
3% 28% 7%SHARE OFVOICE WLC Pearl Academy NIFT Pearl Textile JD Institute Fashionista ModArt 16% 27% 10% 9%
THE TEAMS WITHTHE MOST FRIENDSON FACEBOOKWALKED AWAY WITHTHE MOST VOTES.TA-DAH!
THE CAMPAIGNSNOWBALLED ANDWAS TAKEN ON BYTHE NEW BURNSUPPORTERS.
THEY STAYED WITHUS THROUGH 8DAYS (AND NIGHTS).
A CAMPAIGN THAT RESULTED INBEGAN WITHA 15 teams of Burn contestants A Over 10,000 visits on the website to campaign for us during just the voting periodB Using only social media, B 4288 votes registered for the Burn a closed user group and no Curate WLIFW Challenge, i.e. an mainline support approximate 60% conversion rateC With a total spend of C Over 200 photo tags, 490 photo approximately 5 lakhs comments, 400 comments on the Burn Curate Facebook forum
TODAY, OUR FACEBOOKCOMMUNITY CONTINUESTO GROW AND CONNECTWITH EACH OTHER.IT CURRENTLY HAS OVER 630 FRIENDS.
The afterparty May 21 2010 Winner controversy April 03 2010 WLIFW winner announced March 23 2010 (6:30 PM) Voting starts March 21 2010 (12 PM) WIP snapshotsMarch 19 2010 (6:30 PM) Peopleʼs Choice Award March 23 2010 (2 PM) Score card uploaded March 26 2010 Voting still not open March 20 2010 (3:30 AM) Votes donʼt reﬂect March 21 2010 (6 PM)
LAUNCHED BURNʼS 15 TEAMSOF FIERCE CREATORS.Flourished on controversy and competition.Inspired ﬁerce loyalties.Showcased a spectacular display of passion, resource,and creativity on the part of our campaigners and supporters.
ADITYA KHARE (WLC) FIERCEST CONTESTANT Most desperate to win Comment to karo yaar warna main mar jaunga :(Sala pure raat jaga ﬁr bhi voting ki pro thik nahihuiiiiiii…… lagta hai burn pena padega. i am challenging u gr8 jury…….jis tarah se tm log decision lete ho in next 5 yrs mein tmare garments mein comment karunga kynki tm se jyada to mjhe ata hai.
MANNU SACHDEVA (WLC)FIERCEST SUPPORTERThis is her cause, not a contest thng is for sure, u guys r gonna surely miss me n remember me for ages. Love u lot for dat :pinfact each comment of urs is making me angry,burning mehelp sumbdys dream cum true...
SMRITI TULI JHA (MODART)WILDCARDSparks off an entire controversy with a single post who copied who :->
AREDATH SIDDHARTH (NIFT)COCKY WINNERPops up post winning then vanishes again keep your ideas to yourself honey...
SOURABH SASHWAT (NIFT)FIERCE LOYALIST its no use crying over spilt milk dear.... it is not the end of ur creativity....may be the jurisdiction was wrong...it must be oppossed but yes...wid certain dignity and process....facebook is not the ultimate platform....work for ur better future...
DHRUV ARORA (NIFT)FIERCE LOYALISTafter all we ar NIFITIANS. so if u dontwanna help. bang ur head somwhr else.Burn is beyond ur reach/imagination. second aaye to khush raho... marr kyun rahe ho.
WE INVITED OUR CAMPAIGNERSTO A BURN AFTERPARTY ATMOCHA ARTHOUSE ON MAY 21ST, 2010.
We spoke to our contestants over email and followed up with phone calls. Every one was thrilled about the Burn Curate afterparty. Many wanted to bring their friends along.The ones who had exams and submissions kept asking us to move the party to July. It was ﬁnally attended by the WLC, YMCA, Fashionista and JD (North) teams. Those who came to the afterparty gave us a telling story of the Burn Curate challenge from their point of view.
HOW CAN WE MAKETHE BURN CURATE CHALLENGEA PHENOMENON AMONG HIP,YOUNG URBAN INDIANS?