© MixORG‘HUM SE POOCHO’HT STUDYMATEMarch 2012
AGENDA   Introduction   Executive Summary                         © MixORG   Strategy         Offline         Online ...
© MixORGINTRODUCTION
FACTFILE   Brand• Studymate    Company                                                                       © MixORG     ...
STUDYMATE  Hindustan Times’ venture- started 2010                                                                © MixORG ...
OBJECTIVE OF THE CAMPAIGN   Move from website only to Social Media                                                © MixOR...
EXECUTIVE SUMMARY  Background  • ‘Hum se Poocho’ enters 2nd year of existence  • Want to move beyond website              ...
EXECUTIVE SUMMARY (CONTD.)  Target group was engaged through • Relevant and quality content • Social apps • Facebook ads  ...
© MixORGSTRATEGY
OFFLINE  Partnering with Delhi Schools  • In turn schools received branding online                                        ...
ONLINE  Strategy  •   Visibility                                    © MixORG  •   Innovative Content  •   Social Participa...
VISIBILITY             Eye-catching creatives                                       © MixORG             Brands visual lan...
© MixORG
COVER PICTURE: FACEBOOK                          © MixORG
FACEBOOK ADS FOR EXISTING FANS                                 © MixORGFACEBOOK ADS FOR NEW USERS
QUALITY CONTENT  Mock Board Exam Papers  • Posted before the Board Exams                                        © MixORG  ...
ON FACEBOOK & WEBSITE                        © MixORG
© MixORG
SOCIAL PARTICIPATION Not just pushing information Creating a pull/demand from Target Group Two-way dialogue with commun...
LIVE EVENT         COVERAGE                                          © MixORGHelpline schedule flashed repeatedly• Before,...
Recognition:                  © MixORGPartner Schools
Recognition:                         © MixORGParticipating Teachers
Recognition:                    © MixORGStudent Achievers
CROSS CHANNEL INTEGRATION                                   Links to Sample Papers and Board Slider on website same as cov...
Outcome &            © MixORG Impact
Well-      Sharp spike received by   in ‘Likes’ on    target      Studymate  audience       FB page                       ...
FACTS AND FIGURESNumber by which student community on FB grew during   5028‘Hum Se Poocho’ campaignNumber of Impressions/ ...
© MixORG
© MixORG
LEARNINGClose coordination      with all                            Establishing  stakeholders to                         ...
LINKS                                          © MixORGWebsite• http://studymateonline.com/index.htmlFacebook• http://www....
© MixORG152, Lower Ground FloorKailash HillsNear G-Block, East of KailashNew Delhi-110 065info@mixorg.com
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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.

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Ht Studymate Hum se Poocho ppt

  1. 1. © MixORG‘HUM SE POOCHO’HT STUDYMATEMarch 2012
  2. 2. AGENDA  Introduction  Executive Summary © MixORG  Strategy  Offline  Online  Outcome and Impact  Learning  Links
  3. 3. © MixORGINTRODUCTION
  4. 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. 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. 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. 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. 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. 9. © MixORGSTRATEGY
  10. 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. 11. ONLINE Strategy • Visibility © MixORG • Innovative Content • Social Participation • Live Event Coverage • Recognition to Stakeholders • Cross Channel Integration Portals Used • Website • Facebook
  12. 12. VISIBILITY Eye-catching creatives © MixORG Brands visual language aligns with the ongoing campaign Targeted advertisements on Facebook
  13. 13. © MixORG
  14. 14. COVER PICTURE: FACEBOOK © MixORG
  15. 15. FACEBOOK ADS FOR EXISTING FANS © MixORGFACEBOOK ADS FOR NEW USERS
  16. 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. 17. ON FACEBOOK & WEBSITE © MixORG
  18. 18. © MixORG
  19. 19. SOCIAL PARTICIPATION Not just pushing information Creating a pull/demand from Target Group Two-way dialogue with community © MixORG
  20. 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. 21. Recognition: © MixORGPartner Schools
  22. 22. Recognition: © MixORGParticipating Teachers
  23. 23. Recognition: © MixORGStudent Achievers
  24. 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. 25. Outcome & © MixORG Impact
  26. 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. 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. 28. © MixORG
  29. 29. © MixORG
  30. 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. 31. LINKS © MixORGWebsite• http://studymateonline.com/index.htmlFacebook• http://www.facebook.com/studymate
  32. 32. © MixORG152, Lower Ground FloorKailash HillsNear G-Block, East of KailashNew Delhi-110 065info@mixorg.com

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