2. Executive
Summary
CMI has definitely provided a platform to the youth where they can showcase their
musical talent and get mentored by the legends of the industry. On Digital media, a synergy was
developed for all the activities regarding this campaign.
As of today the facebook fan count is 300,000+ facebook fans. A total of 180,000+ new
fans were recruited during the course of CMI with a peak ER of more than 20%. Serving over
16.5 million impressions, and a total reach of 7.5 million on our page, more than 0.4 million
users were engaged. The Content got ample talkability and virality and was shared for 72,000+
times which is roughly around 4 times of our competitor Pepsi Smash’s shares.
The website www.cornettomusic.pk boasts more than 290,000 pageviews and even
the secondary video platform Vimeo managed to get 270,000+ video loads. Also
Mentions/Retweets from famous celebrities like Muneeb Nawaz, Farhad Humayun, Fahad
Hussayn and Frieha Altaf to name a few. Audio platform integration on Soundcloud got over
46,000 plays and 1,900+ downloads.
14. Digital PR
• Over 50 portals have ingested our content onto their websites.
• Out of which, 20+ have given backlinks to our pages
• PakiUm, PMR, Koolmuzone, Pakmediamind to name a few
17. Paid Media (contd)
Campaign
Impressions
Ads for Applications (Featured content, BTS
lounge, Poll, Share & Win)
27,828,854
Campaign
Content Promotion - (10 episodes)
Action
Clicks CTR
s
191,878
Impressio
ns
Clicks
7,670,793
142,377
1.12%
202,060
Action
CTR
s
Page
Likes
138,433
Page
Likes
2.57% 290,597 42,200
Note:
Media buying budget approved for Cornetto 2013 was not
enough for attaining 300,000 fans. However to make this
campaign a success, 26% media investment was made (by
walnut media) as strategic partners to achieve this
milestone.
Campaign
Media Budget
Adwars
321,766
CMI Auditions & FB Applications ( share & Win,
Poll, Backstage, Featured Content)
1,040,072
CMI Content Promotion
1,595,745
Total PKR
2,957,583
Total USD
29,875
Estimated Fan Recruitment
157,235
Fans on Dec.31.2012
84,533
Total Actual After CMI
241,768
21. Learning
s whole supply chain of the content being ingested on our platforms
The
can be improved.
The content delivery time has been a severe bottleneck throughout the
campaign.
Even though the content was pre-recorded, the production timeline until the
end of the show was on a very eleventh-hour basis.
The content quality especially the content not being live has been a major
concern for our audiences.
For mobile platform though, it was very difficult to develop the platform on
such a short notice as a certain time period is a prerequisite from the network
operators.
Content specific to digital is a must, it can be in the form of
Small clips/BTS etc, fun moments of the show always work on digital
Pictures of the set, Crew etc
22. Way Forward
Hopefully, we’ll do a bigger, better CMI next year as well
Until then, we will utilize/exhaust our content on all our platforms
The owned property such as the website will be functional where it would
remain available for consumption
Other platforms such as Vimeo, Soundcloud will serve the same purpose
and would be serving the saturated audience but will not be entirely dormant.
Our Backstage Lounge app is yet to be populated with more content, we
can keep communicating with the fans through community so that the content
keeps on getting consumed.
Our Mobile IVR platform can also serve the same purpose and provide a
connect throughout the time the show remains off-air.
