Read about Mumbai Patrol campaign, Times of India's recent initiative which targets on taking a hard look at city’s infrastructural, civic, social & safety issues that need immediate attention from the respective authorities.

1. Mumbai Patrol
Social Media Campaign Report
1st Feb, 2014-31st March, 2014

2. Introduction
A TOI initiative focusing on the city's civic,
infrastructural, social and safety issues that need
immediate attention from the concerned authorities

3. Objectives
Aware Mumbaikars about the campaign
Generate relativeness and encourage responses
Populate Mumbai Patrol initiative among masses
Drive engagement on Social Media platforms

4. Campaign Summary
41 WARDS
10
TOWNHALLS
WARD-WISE
UPDATES
EVENT ALBUMS
WORLDWIDE
TWITTER
TRENDING

5. Social Media Summary
• REACHED OVER 1 MILLION USERS
Facebook
• REACHED OVER 25,000 ACCOUNTS
Twitter
• GARNERED 15732 VIEWS
YouTube

6. Campaign Reach
Engagement
• 72,560
Reach
• 1,207,462
Virality
• 293,819

7. Facebook Metrics
Average Likes per post- 77
Average Reach Per Post-10,544
Average Daily Likes on Page- 1,390

8. PHASE I- LAUNCH

9. Initial Responses from #Mumbaikars on
Facebook
Within few hours of
creating the page
more than 100
people voiced their
concerns

10. Mumbaikars’
reaction to
#MumbaiPatrol

12. Overwhelming
response by
Mumbaikars

13. Initial Responses from #Mumbaikars on
Twitter

14. PHASE II-
TOWNHALLS

15. Ward- wise Updates
A series of updates
were done as per
the wards

16. Numerous
comments were
poured within few
hours of update

17. Mumbaikars
instantly related to
the campaign and
started discussing
about it on social

18. PHASE III- CONCLUSION OF
#MUMBAIPATROL

19. A video was
created to
conclude the
campaign to get
attention from the
Mumbaikars
towards the issues
of their respective
wards.

20. Video Promotion

21. The video manage to reach more
than 5 lakh Mumbaikars through
social media.
Shared by over 300 Facebook
users and retweeted by over 150
tweeple

22. Mumbaikars gave a solution!

24. TWITTER CAMPAIGN
Get #MumbaiPatrol trended to reach out maximum
Mumbaikars through the video

28. Comments about the Video
More than 100
comments on
YouTube videos

29. Twitter Metrics
Trended for 2 hours Worldwide
Trended for 6 hours 20 minutes
Nationwide
Number of tweets- 7,584
Accounts reached- 22,591
Impressions- 7,07,673
Conversations- 353

30. LET’S NEURORIZE!
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