When Puma signed Yuvraj Singh as their brand ambassador, we came up with a unique way to communicate this. This is the story of the campaign that launched millions of Twitter impressions in just 15 days.
#LOVE12 is a Twitter tag that bridges the gap between YUVI + PUMA + Fans
Phase 1: Intrigue• Yuvi tweets about #tag Love12 and asks users guess why he #Love12• Everyone started guessing what #Love12 was…even Kevin Pietersen tweeted
Phase 1: Intrigue• Even Kevin Pietersen joined the #Love12 gang
Phase 2: Participation• We asked people to tweet a picture about what #Love12 means to them.• The best 12 entries were flown from across India to attend the #Love12 launch on November 1st and meet Yuvraj Singh.
Phase 3: Launch• A press event to announce Yuvraj Singh as the brand ambassador for PUMA
Analytic ReportNo. of Tweets on #Love12 : 7.3 k TweetsImpressions (Total no. of people that have seen the a tweet with #Love12): 69.3 million impressions (1st Nov the impressions were 35 million)Reach (Total no. of people who have interacted and/or have interacted with the tweetvia somebody they are following) :2.0 million reachTotal Contributors (People who have interacted via a tweet, RT, @mention etc with#Love12): 2.0 K
Analytic Report- Tweet StatsThe no. of @mentions signifies that the campaign has been a success with the masses online. General twitter users have been the major contributors to #Love12 The Top 50 users have been general twitter who have given us max reach
Analytic Report- ImpressionsMaximum impressions have come via @messages and original tweets.