Social Media Case Study for Speed Mobile by Six Inch Nails Web, explaining how the creative team at Six Inch Nails Enterprises LLP launched a campaign reducing marketing costs for Indian mobile brand SPEED Mobile by a staggering 85% using Facebook.

1. The CAMPAIGN that saved
JUNE 2013
SIX INCH NAILS WEB
85% of their budget
JUNE 2013 | WEB.SIXINCHNAILS.COM
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2. What is SPEED MOBILE?
SPEED MOBITECH CO. PVT. LTD. is engaged in telecommunications and mobile
business. Speed Mobile aims at providing the best of both worlds, thus providing the
world of entertainment on your finger tips at affordable price.
Mission: Providing mobile handsets, mobile applications and content at the most
feasible prices, thus allowing the common man to have the comfort of enjoying
entertainment at a nominal price.
Vision : To be a people’s brand by catering to the inimitable and unfixed needs of
every individual.
Speed Mobitech Co. Pvt. Ltd. aspires to let every individual possess a commendable
mobile phone by way of condensing product cost and perking up product
performance through independent innovation.
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3. Aim and overview
Aim: To launch brand over social media by building presence on Facebook, and
building brand awareness through contests and giveaways.
Six Inch Nails Web was appointed as the digital agency for this task – the creative team
conceptualized a very interesting and topical contest not only to engage with users,
but to also build brand awareness through this viral campaign leading to low media
buying expenses for Speed Mobile.
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4. Initial Position
Six Inch Nails Web took charge of a Facebook page set up by the client with 42 likes,
most of which were from employees of the company. Zero engagement and a handful
posts with pictures of handsets.
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5. Page makeover
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6. “Who Says STYLE is Expensive?”
Six Inch Nails Web launched the campaign “Who Says STYLE is Expensive” to promote
the latest handset by Speed Mobile, the Speed Rave S-89 and get the message across
of style being affordable.
Why Facebook? The target audience for the campaign being young individuals based
in various cities across Maharashtra, Facebook served to be the right platform due to
the highest proportion of users within the target compared to other platforms.
Call to action: ‘Like’ the page and guess the price of the device.
Prize: Tickets to the Mumbai Indians IPL match and Speed Mobile handsets
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7. Execution
The contest was run in sync with the advertising campaign on Facebook which
generated significantly low costs per like for the brand and high levels of engagement.
Getting the users to ‘guess’ the price effectively communicated the message of the
mobile device which looks expensive and high quality is in reality, extremely affordable
– thus boosting brand awareness, interest and reputation.
Furthermore, awarding best guesses with handsets and tickets to cricket matches
during the Indian Premier League season made Speed Mobile the ‘talk of the town’
amongst its target market.
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8. Results
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9. Cost per like brought down to
as low as INR9.12 (85% lower
than average cost per like as
per Wall Street Journal).
Click-through rate as high as
0.170%
Noticeable increase in reach
and page views.
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10. Conclusion
• Strong social media launch for the brand
• Built an effective Facebook presence with efficient use of advertising budget
• Target market was successfully engaged with a phenomenal level of response
• Campaign effectively communicated the message of the handset being
technologically sophisticated and stylish but NOT expensive.
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11. Speed Mobile is one of the 45+ brands from
over 4 continents that love us!
Get in touch
Head office (India):
Six Inch Nails Enterprises LLP
2/228 New Sonal Link Estate
Link Road, Malad (W)
Mumbai
Maharashtra, India
400064
Phone: +91 9022054267
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Branch office (United Kingdom):
Six Inch Nails Enterprises
35 Myrtle Street
Liverpool, Merseside
United Kingdom – L7 7AJ
Phone: +44 7796771485