Social Media Case Study: Berger Paint's Diwalipanti
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Diwali is one of India’s most celebrated festivals. Symbolically representing the triumph of good over evil, it’s a time for sharing festivities with your near and dear ones. Although the festival is celebrated nationwide, there are several different approaches preferred by different types of people. This is what made Berger’s Diwalipanti campaign so unique, as it catered to a number of audiences with different preferences. The premise behind Berger’s campaign was to provide an innovative platform that provides entertainment and values to different types of people, via an interesting two-split microsite.
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Social Media Case Study: Berger Paint's Diwalipanti
- 1. Post Campaign Evaluation Idea presented hereby are solely owned by HGS Interactive & cannot be adapted / changed / replicated in any form without prior notification to HGS Interactive
- 2. Post Campaign Evaluation Start Date: 15 October 2014 – End Date: 27 October 2014 Idea presented hereby are solely owned by HGS Interactive & cannot be adapted / changed / replicated in any form without prior notification to HGS Interactive
- 3. Idea presented hereby are solely owned by HGS Interactive & cannot be adapted / changed / replicated in any form without prior notification to HGS Interactive Introduction
- 4. Diwalipanti Concept Idea presented hereby are solely owned by HGS Interactive & cannot be adapted / changed / replicated in any form without prior notification to HGS Interactive Introduction There are different ways to celebrate Diwali. The concept of Diwalipanti is to provide an innovative platform, where we provide entertainment and values to different types of people. For those who like a bit of spice and fun in their celebrations, we present to them the ‘Fun-Plugged’ section, which is full of the mischief that Diwali is known and loved for. Then there are those who prefer it to be a quiet and traditional affair, for those too, we offer a variety of activities through the ‘Un-Plugged’ section. Thus, this way, the brand caters to various tastes and unites everyone through One Big Idea of ‘Diwalipanti’.
- 5. Idea presented hereby are solely owned by HGS Interactive & cannot be adapted / changed / replicated in any form without prior notification to HGS Interactive Performance
- 6. Diwalipanti Highlights Idea presented hereby are solely owned by HGS Interactive & cannot be adapted / changed / replicated in any form without prior notification to HGS Interactive Diwalipanti – Microsite Performance A staggering number of close to 60K Page Views were achieved cumulatively by all the Diwalipanti applications and games
- 7. Total Page Views = 60,000 Fun-Plugged vs. Un-Plugged 3% Un-Plugged 3% 4% Idea presented hereby are solely owned by HGS Interactive & cannot be adapted / changed / replicated in any form without prior notification to HGS Interactive Diwalipanti – Microsite Performance 25398 34602 Un-Plugged Fun-Plugged 47% 44% Diya Lighting Contest Play With Rangoli Diwali With Family Diwali Laxmi Puja Tips to enjoy Safe Diwali Fun-Plugged 1% 76% 3% 4% 16% Diwali Cracker Challenge Maze Dhamaka My Diwali Yaar Know Your Crackers Fun Diwali Tips Page Views – Break Up
- 8. Total Participation = 5,426 Fun-Plugged vs. Un-Plugged Un-Plugged Idea presented hereby are solely owned by HGS Interactive & cannot be adapted / changed / replicated in any form without prior notification to HGS Interactive Diwalipanti – Microsite Performance 4115 1311 Un-Plugged Fun-Plugged 91% 9% Diya Lighting Contest Play With Rangoli Fun-Plugged 67% 33% Diwali Cracker Challenge Maze Dhamaka Participation – Break Up
- 9. Idea presented hereby are solely owned by HGS Interactive & cannot be adapted / changed / replicated in any form without prior notification to HGS Interactive Diwalipanti – Microsite Performance Fun Plugged – Contests Diwali Cracker Challenge Number of Page Views 26218 Number of Participants 884 Number of Shares 5826 Number of Invites Sent 7299
- 10. Idea presented hereby are solely owned by HGS Interactive & cannot be adapted / changed / replicated in any form without prior notification to HGS Interactive Diwalipanti – Microsite Performance Fun Plugged – Contests Diwali Maze Dhamaka Number of Page Views 5588 Number of Participants 427 Number of Shares 229 Number of Invites Sent 4229
- 11. Idea presented hereby are solely owned by HGS Interactive & cannot be adapted / changed / replicated in any form without prior notification to HGS Interactive Diwalipanti – Microsite Performance Un Plugged – Contests Diya Lighting Contest Number of Page Views 11937 Number of Participants 3742 Number of Shares 171 Number of Invites Sent 52233
- 12. Idea presented hereby are solely owned by HGS Interactive & cannot be adapted / changed / replicated in any form without prior notification to HGS Interactive Diwalipanti – Microsite Performance Un Plugged – Contests Play With Rangoli Number of Page Views 11083 Number of Participants 373 Number of Shares 88 Number of Votes Made 6491
- 13. Diwalipanti – Facebook Performance Diwalipanti Highlights Berger Paints Facebook page added nearly 2K Fans during the entire campaign Idea presented hereby are solely owned by HGS Interactive & cannot be adapted / changed / replicated in any form without prior notification to HGS Interactive period that lasted for 10 days Number of Facebook posts created: 42 Total number of Impressions achieved through this campaign on Facebook was close to 75K
- 14. Diwalipanti – Facebook Performance Idea presented hereby are solely owned by HGS Interactive & cannot be adapted / changed / replicated in any form without prior notification to HGS Interactive Likes: 92 Comments: 3 Shares: 3 Likes: 117 Comments: 4 Shares: 9 Likes: 86 Comments: 6 Shares: 4 Diwalipanti Highlights Timeline Activity Posts Likes Comments Shares 42 2266 77 160 Most Engaging Posts
- 15. Diwalipanti – Twitter Performance Diwalipanti Highlights Twitter Follower Growth is up by 3%, with an increase in excess of 100 Followers during the entire campaign period that lasted for 10 days Close to 1.6 Million Twitter Impressions Achieved Total number of People Reached through this campaign on Twitter was Idea presented hereby are solely owned by HGS Interactive & cannot be adapted / changed / replicated in any form without prior notification to HGS Interactive approximately 450K Tweets talking about the campaign totalled in excess of 2K Almost 250 Twitter users became the part of this campaign during the entire campaign period The entire campaign achieved an overwhelming Virality Rate of 3.74x
- 16. Post Campaign Evaluation Idea presented hereby are solely owned by HGS Interactive & cannot be adapted / changed / replicated in any form without prior notification to HGS Interactive Thank You