Mahindra launched the 'ask' movement campaign from March 11-18, 2013, encouraging the public to ask questions aimed at improving society, with the chance to win a Mahindra e2o vehicle. The campaign achieved significant engagement on social media platforms, particularly YouTube and Facebook, receiving thousands of interactions and views. Insights from the campaign indicated a strong male audience and highlighted both the successes and missed opportunities in leveraging social media effectiveness.

1. Think & Ask. Ask to Rise.
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2. MindShift Insights
 Concept
 Execution
 Campaign Highlights
 MindShift Insights
 Hits & Misses
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3. Official Social Media Properties
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4. Concept
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5. Taking their Rise Campaign ahead, Mahindra launched their Ask Movement
‘Think, and you will ask. Ask, and you will Rise'.
It’s time to Ask!
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6.  Digital Agency: Hungama Digital Services, India
 Duration: 11th - 18th March, 2013
 Platforms: Facebook and YouTube
 Campaign Details:
 Ask questions that will help change the society and make it a better
place to stay
 Share the video with your friends and proceed further to star in the
‘ASK’ film with your friends
 Grand Prize: To win a Mahindra e2o
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7. ‘Think & Ask’ Film
• The Mahindra e2o 'Think & Ask' film was released on YouTube on
11th March
• It got 235,588 + views and growing
• Other video uploads are of
Chetan Maini, the founder
Mahindra Reva, revealing
its features
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8. How they did it?
• ‘ASK’ film with friends and fans

9. Official Website
Live Webcast during
the launch
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10. Facebook Posts Analysis: 10 – 18 March
13 Updates Done
Average Likes: 1722
Average Comments: 36
Average Shares: 124
Campaign Themes: Total Interactions = 24,454 (22,381 (L) + 463 (C) + 1610 (S)
Started with Teaser Updates, Campaign Launch, Features of the Car, Ask
Film Revealed and Contest Updates
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11. Viral Updates
Likes – 14,642
Comments – 126
Shares - 448
Likes – 1594
Comments – 72
Shares - 750
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12. Facebook Insights
1,20,971 Fans within 20 Days of the Campaign
Maximum Talking About: 84,717 Fans
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13. Campaign posts on Twitter
• Tweet leads to the
website, to know its
Newly revealed feature
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14. Twitter Insights
18th March - Saw a sudden rise in
followers on the day of the launch
12th March - Saw a dip just a day
after the campaign was launched
18th March – Highest Outreach of 7,47,777
was found on the day of the launch
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15. YouTube Insights
Total Videos on the Channel: 40 videos
Highest views: Mahindra e2o 'Think & Ask' film (2,35,657 views)
Like:Dislike Ratio for the video was 19:1
Mahindra e2o 'Think & Ask' film
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16. Sentiment Analysis
Total Conversations: 2188
Top Conversation Topic Top Conversation Topic
(Positive): Environmental (Negative): Pricing Strategy &
Friendly Car Less Dealers

17. Top Influencers
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18. Gender Ratio
92.6%
7.4%
Being an Automobile Brand launch, it was obvious that men dominated
maximum conversations online with 92.6%
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19. Top 3 Location of the Participants
Pune – 10%
Mumbai – 37.5%
Bangalore – 10%
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20. Top 3 Interests of the participants
Technology – 14.3%
Newspaper - 12.7%
Cricket - 12.7%
Interests are based on the Participant’s Bio on their profile*
*Interests of the Twitter Audience

21. Top Keywords used
Top keywords used before the
launch
Top keywords used after the
launch
Keywords before launch were regarding the ASK Movement and its participation;
Keywords during and after launch were more about the car and its features

22. Hits & Misses
• Well planned campaign with • Twitter was sidelined and was a
innovative content themes & styling low key affair, though the idea
could have been leveraged with
• The central idea of Environment the hash tag - #AskWhy
Friendly car was communicated
successfully via the content themes • No particular hash tags were
used, leading to Missed
• Impressive use of Facebook and Opportunities
YouTube
• And leading to a low no. of
• YouTube led the campaign thought mentions on the web
process
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23. Research Methodology
• Data as of March 19, 2013 has been taken into consideration for this
campaign analysis
• MindShift Metrics – A tool by MindShift Interactive has been used to track
data across the web
• Analysis & Insights are based on the stats shared in the presentation
• Data Collection is restricted on the choice of keywords and platforms and
hence may vary at times
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