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Become Zak Style Manager

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Shersingh.com's 'Become Zak Style Manager' contest (2012)

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Become Zak Style Manager

  1. 1. ‘Become Zaheer’s Style Manager’ Facebook Contest SubhasishGhosh, ver1.012/13/12 1
  2. 2. Campaign Outline – High LevelUtilize a social media platform to engage withexisting fans & acquire new fans over a period of55 days; using Style (Fashion) as the primaryanchor & Indian Cricket Team’s premier fastbowler, Zaheer ‘Zak’ Khan (Sher Singh BrandAmbassador) as the secondary anchor.12/13/12 2
  3. 3. Why ‘Zak Style Manager’? Zaheer ‘Zak’ Khan is Sher Singh Brand Ambassador CRICKET connection – Sher Singh is the First Cricket Inspired Global Lifestyle Brand from India Style connection – Zak has an ‘attitude on & off the field’, dresses stylish & chic Target – Preppy crowd in India (18-34 M/F)12/13/12 3
  4. 4. Details• Social media platform: Facebook• Type of interaction: Facebook 3rd-party app• Landing page: Sher Singh Facebook Fan page• Primary Campaign anchor: Fashion• Secondary Campaign anchor: Cricket• Brand influencer: Zaheer ‘Zak’ Khan• KPI: Likes12/13/12 4
  5. 5. Fb App12/13/12 5
  6. 6. Contest Details• Contest runs December 26, 2011 – March 9, 2012• Upload a stylish picture of yours to our facebook app.• Everyone who uploads a picture wins INR 300 coupon  A post is sent to the fans wall automatically letting their friends know they "won a 300 coupon on Sher Singh". ( Facebook Open Graph API )• Every day, we pick two winners - a boy and a girl and they both win a Sher Singh Polo/Tee  A post is sent to their wall announcing them as the winners and asking their friends to join. ( Facebook Open Graph API )• Daily winners are featured on the daily winners billboard in the app.• Ever week, we pick a weekly winner who wins INR 5,000 shopping spree + subscription of sports illustrated / travel & leisure. Once again, a post is sent to their profile automatically.• Grand PRIZE: A job as Zaks stylist - INR 5,00,000/- & A trip to AustraliaIMPORTANT:• The contest starts on the 26th December 2011 - the day India plays their first test match in Australia in ‘Australia Tour of India’.12/13/12 6
  7. 7. Feeds• When contestant uploads the picture – to be posted on Contestant’s wall<<CONTESTANT’S NAME>> has uploaded a pic for Sher Singh’s Become Zaheer’s Style Manager’ Contest and has won a Rs. 300 discount coupon for exclusive Sher Singh merchandise. You can also be Zaheer Khan’s next style manager & win a trip to Australia - just upload your most stylish pic! Enter NOW! Assured prizes for everyone!• When contestant likes the picture – to be posted on the Wall of person who liked the pic<<NAME>> has voted for <<NAME’s>> picture in the Sher Singh’s Become Zaheer’s Style Manager’ Contest. You can also be Zaheer Khan’s next style manager & win a trip to Australia - just upload your most stylish pic! Enter NOW! Assured prizes for everyone!• When admin selects Daily Winner – to be posted on Sher Singh FB Page<<NAME>> and <<NAME>> are Sher Singh’s Style Icons of the Day. They win exclusive Sher Singh gear! Want to be Zaheer Khan’s next style manager? Just upload your most stylish pic here <<APP LINK>> & get a chance to win a trip to Australia! Enter NOW! Assured prizes for everyone!• When admin selects Weekly Winner – to be posted on Sher Singh FB Page<<NAME>> and <<NAME>> are Sher Singh’s Style Icons of Week <<Insert Week Number>>. They win a mega shopping spree on Shersingh.com worth Rs. 5000! Want to be Zaheer Khan’s next style manager? Just upload your most stylish pic here <<APP LINK>> & get a chance to win a trip to Australia! Enter NOW! Assured prizes for everyone!12/13/12 7
  8. 8. Promotions•Sher Singh Facebook organic posts•Sher Singh Facebook CPC ads•Sher Singh official twitter account•Zaheer Khan twitter account•MissMalini blog•MissMalini twitter account•Press/Online blogs•Sher Singh email database = 70,000 emails (referral program)•Exclusively.In US database = 1,000,000 emails (referral program)•Sher Singh partner databases 12/13/12 8
  9. 9. Data1•Contest ran from: 26 December 2011 – March 9 2012•# of days: 55 days•# of photos uploaded: 8,654•Average # of pictures uploaded / day = 157LIKES:•Total # of Facebook fans on date of launch = 300,025•Total # of Facebook fans on date of end of contest = 329,627•Total NEW LIKES gained in 55 days = 36,734•Total DISLIKES in 55 days = 7,107Net NEW LIKES in 55 days = 29,62712/13/12 9
  10. 10. Data2: Likes• Ads and Sponsored Stories: 19,345• Facebook Recommendations: 11,321• On Page: 3,443• Like Box and Like Button: 1,845• Mobile: 251• Timeline: 213• On Hover: 142• Search Results: 67• Ticker: 64• Friend Referrals: 24• Page Browser: 13• Third-Party Apps: 3• Page Likes Another Page: 3Total NEW LIKES gained in 55 days = 36,734 (before minusing UNLIKES) 12/13/12 10
  11. 11. Winners•Daily winners announced on Facebook fan page•Winners announced in an Album (for increased virality –Likes, Comments, Shares & Tags) Grand winner announced on 12 March: Rs. 5,00,000/- PRIZE & 12/13/12 Trip to Australia to meet Zaheer Khan 11
  12. 12. Thank You12/13/12 12

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