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Social Media Marketing Case Study

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Presenting a case study on how IntelliAssist used social media and other digital platforms to promote Rev0lver Rani, a Bollywood film starring Kangana Ranaut and Vir Das. Ten unique campaigns were rolled out on Facebook and Twitter to foster conversations and active engagements. Additionally, audience gratification via contests helped in spreading positive WoM. Seeding content and advertising on prominent websites further increased visibility of the film.

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Published in: Marketing, Business, Technology
  • This action packed movie is a genre unto itself. It’s a fantastic combination of entertainment, drama and pure Bollywood masala. Watch Revolver Rani at http://www.halfticket.tv/
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Social Media Marketing Case Study

  1. 1. Digital & Social Media Marketing Success Story - Facebook - YouTube - Twitter - Times of India - BookMyShow - Bhaskar
  2. 2. Campaign Objectives • Create Awareness – Maximize the reach of the theatrical trailer and other promotional videos. • Build Online Community and Engage Audience – Create conversations and positive buzz on prominent social platforms including Facebook & Twittter. – Audience gratification. • Reinforce Key Messages & Encourage Conversion – Create high recall campaigns to communicate key messages – Leverage Critic rating and Audience reviews – Encourage audience to provide reviews and feedback
  3. 3. Solution Offered • Facebook Marketing: Since Wave Industries Pvt Ltd and Kangana Ranaut had no Facebook presence, 3 pages were simultaneously created: – Rev0lver Rani (Movie) – Kangana Ranaut (Celebrity) – Wave Industries Pvt Ltd (Company) • YouTube Channel: A brand channel on YouTube was created. Theatrical trailer and other videos were uploaded and promoted. • Google AdWords: Google search & display network was used to place image and video ads to promote the movie. • Online Advertising: We managed advertising campaign on Times of India, BookMyShow and Bhaskar
  4. 4. Facebook Marketing
  5. 5. Execution: Facebook • Facebook page was created and promoted to target audience (age: 18 – 30 years, Location: India, Interest: #Bollywood & #KanganaRanaut, #Comedy, #Drama). • Content strategy revolved around: – Telling a Story – Asking a Question – Creating a Bond • Campaigns planned: – Mard Ko Dard KYU/ KAHA/ KAISE Hota Hai? – Toofani Rev0lver Rani – Cheetah Moments – CoCo & ChamCham Love Stories – Bollywood Classics – Rani Ki Vani – Buzz Meter: Critics Speaks & Audience Speaks – Countdown: Facebook Cover – In Cinemas Now
  6. 6. A Glimpse of Campaigns Mard Ko Dard KYU/ KAHA/ KAISE Hota Hai?
  7. 7. A Glimpse of Campaigns Toofani Rev0lver Rani
  8. 8. A Glimpse of Campaigns Cheetah Moments
  9. 9. A Glimpse of Campaigns CoCo & ChamCham Love Stories
  10. 10. A Glimpse of Campaigns Bollywood Classics
  11. 11. A Glimpse of Campaigns Rani Ki Vaani
  12. 12. A Glimpse of Campaigns Buzz Meter
  13. 13. A Glimpse of Creatives Trailer Release & Movie Countdown
  14. 14. A Glimpse of Creatives Cover Images
  15. 15. YouTube Marketing
  16. 16. YouTube • A New Channel was created, we built over 1,700 Subscribers and 1,550,000 Video Views on Theatrical Trailer in 45 days • Theatrical Trailer was trending for 3 days in Popular Videos – India • On the day of video upload, Theatrical Trailer link was embedded by over 25 sites and collectively they contributed about 22% video views (lifetime).
  17. 17. Theatrical Trailer – Traffic Source
  18. 18. Theatrical Trailer – Demographics
  19. 19. Other Videos 4.7 Million Subscribers on T-series Channel v/s 1700 Subscribers on Wave Channel
  20. 20. Twitter Marketing
  21. 21. At-a-Glance • We had 805 Followers on the Release date • 1199 Tweets and 4275 Favorites • Trends Created – #Rev0lverRani – #ToofaniRev0lverRani – Rev0lverRaniOnBOCapsule • Hashtag Contests – #DesiQueen – #ToofaniRev0lverRani – Rev0lverRaniOnBOCapsule
  22. 22. Trailer Launch - #Rev0lverRani trended • On the Day of the Trailer Launch a Lot of Seeing activity and Engagement with audience helped in building initial Follower Base – From 12 to 104 • #Rev0lverRani was trending across major cities and all India. • The Trailer link was Tweeted 1440 times
  23. 23. #ToofaniRev0lverRani Twitter Contest
  24. 24. #Rev0lverRaniOnBOCapsule Contest
  25. 25. Content Seeding • Theatrical Trailer Launch – Since our Social Platforms were weak & YouTube advertising had not begun, we concentrated efforts on content seeding to enhance YouTube views. Over 20 major sites were targeted and most of them responded to our call immediately. – Over 35 websites did a story on Rev0lver Rani first look – Poster and embedded Theatrical Trailer. They shared on Social Platforms too. • Ongoing Seeding – Title Song and Dialogue Promo – Usha Uthup’s exclusive interview – Image gallery – Social Sharing • Release: Audience Reviews – Encouraged audience to share reviews on IMDB, GlamSham, BookMyShow and DesiMartini
  26. 26. Advertising Campaign - Times of India - BookMyShow - Dainik Bhaskar
  27. 27. Snapshot of our Clients Mr. Vikram Bhatt
  28. 28. Can We Assist You? www.intelliassist.in linkedin.com/IntelliAssist facebook.com/IntelliAssist slideshare.net/IntelliAssist

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