CholbeNa: Case Study How we launched CholbeNa Website and Facebook page and engaged with the audience
BackgroundBackground•ABP Ananda (formerly STAR Ananda) is raising a clarion call toKolkatans who wish to make a difference. Through the launch of theCholbe Na initiative, Bengals No 1 news channel aims to promotecivic awakening in the city thereby converting the nos to yes-es, theCholbe Nas to Cholbe-s”.•Cholbena.in website is the platform to discuss how only we can bethe change we seek; thereby cleansing what ails the city.•The site is linked to other social networking media - Facebook,Twitter and Youtube leading to the spark of an online movement. Onethat would find ways to knock off cant do/ wont do attitudes and givethe lamentable work culture and ethos of negativity in Kolkata athorough shake-up.
ObjectiveObjectivesIncrease the awareness of the cause among the youth and connectwith the target audience.To build up a community where followers share their experience aboutthe “Na” attitude in the city.Brand CholbeNa as a platform for posting and sharing all city relatedissues.Engage fans on a daily basis on the page, with regular updates,engagement modules etc.
Activities DoneBi language WebsiteWebsite in Bengali and English with Language Select option.Regular status updates and contentWe made regular Updates on the page, driving engagement on the Page and to shareinformation about our activities for the causePicBadge App for CholbeNaWe developed a picbadge for CholbeNa, which anyone following the movement would wearon their profile PicturesGame app for website and facebook PageWe developed 2 games for the promotion of the cause. Details of the games would follow in.slide 6.Downloads and AudioVarious audios and video files are available to download also you can download somewallpaper related to this movement.
Activities (Cont.) Targeted Advertising on Facebook We executed targeted Facebook ads for CholbeNa. The Ad campaign were targeted to registered Facebook users in West Bengal between the age of 17 and 55, hence reaching the right audience. The ad campaign was hugely successful as we over shot our targets and added over 57,000 likes in about 2 months. Online Forum We created an online Forum (Blog) where registered users could share their views on how we should take the cause ahead and share ideas on how to change the “NA” attitude in the city.
Game App We had created 2 game Application for Cholbe Na: Have fun while you remove Na from your life through this addictive game This is similar to traditional brick breaking game. The brick wall is named "Na" and the idea is to destroy the negative attitude by breaking the "Na" wall. Have fun destroying Na using different weapons Idea of this game is based on the same motive as above. Here we have 10-12 different weapons to be used to destroy "Na". Additionally, the final image of the destroyed "Na" shows up as a image for respective used weapon and the same can be used as Wallpaper or print on tees.
PicBadgeApplication • PicBadge is a meteoric social platform, allowing people and businesses to create and share ideas, activities, events, and interests on top of profile pictures. • We created a badge for CholbeNa which the followers could wear on their profile pictures showing that they are following the movement. • More than 200 followers on the page wore this badge on their profile pictures.
Take a pledgecampaign• By submitting mobile number and names followers could become members at the website. We had also developed an App for membership directly through Facebook Connect button• All registered members would take the pledge to boycott the “NA” attitude in Kolkata• More than 34,000 people took the pledge on the website.
Total Likes on CholbeNa Facebook Page New Likes on Fa c eb ook Pa g e ( a p p r o x) 245000400003500030000 27,00025000 21,0002000015000 15,000100005000 April May June*All d a ta a re fro m 1st April, 2012 to 30th June, 2012
People Talking about CholbeNa’s Facebook Page People talking about it (PTAI) Avg. per week 40,000 35,179 35,000 30,000 28,558 24,137 25,000 0 April May June *All d a ta a re fro m 1st April, 2012 to 30th June , 2012.
Reach of CholbeNa Facebook Page Rea c h 5000000 4000000 3000000 2000000 16,66,665 10,01,894 54,17,220 1000000 8,78,939 500000 0 April May June *All d a ta a re fro m 1st April, 2012 to 30th June , 2012.