MixORG executed the Hum se Poocho Online Branding campaign of HT Studymate on Social Media. This is a case-study of the successful campaign.

1. © MixORG
‘HUM SE POOCHO’
HT STUDYMATE
March 2012

2. AGENDA
 Introduction
 Executive Summary
© MixORG
 Strategy
 Offline
 Online
 Outcome and Impact
 Learning
 Links

3. © MixORG
INTRODUCTION

4. FACTFILE
Brand
• Studymate Company
© MixORG
• Hindustan Industry
Times
• Education Duration
• February
to March Target
2012 Audience
• Class X and
XII
• CBSE Board
• Delhi NCR

5. STUDYMATE
Hindustan Times’ venture- started 2010
© MixORG
Classroom tutoring for CBSE students (Class IX to XII)
High quality supplementary education in harmony with CBSE’s
Board system
Salient Features
• Expert faculty
• Technology Aided Teaching (TAT)
• State-of-the-art infrastructure

6. OBJECTIVE OF THE CAMPAIGN
 Move from website only to Social Media
© MixORG
 Increase reach of the campaign
 Higher uptake of ‘Hum se Poocho’ helpline
 As compared to last year
 Introduce new content and ensure:
 Downloads of Mock Board Papers
 Downloads of Board Paper Solutions

7. EXECUTIVE SUMMARY
Background
• ‘Hum se Poocho’ enters 2nd year of existence
• Want to move beyond website
© MixORG
MixORG hired
• To reach larger audiences through Social
Media
• For online strategy and execution
Platforms used
• Website
• Facebook

8. EXECUTIVE SUMMARY (CONTD.)
Target group was engaged through
• Relevant and quality content
• Social apps
• Facebook ads
© MixORG
Also engaged other stakeholders
• Partner schools and teachers
• Students and parents
Impact
• One month (March ‘12): 1.3 million views
Outcome
• Immense success in terms of ROI
• Parents and students grateful for support received

9. © MixORG
STRATEGY

10. OFFLINE
Partnering with Delhi Schools
• In turn schools received branding online
© MixORG
and offline
Tie-up with Teachers
• Qualified to man Studymate helplines
Offline Publicity
• HT carried several ads and features on
the campaign

11. ONLINE
Strategy
• Visibility
© MixORG
• Innovative Content
• Social Participation
• Live Event Coverage
• Recognition to Stakeholders
• Cross Channel Integration
Portals Used
• Website
• Facebook

12. VISIBILITY
Eye-catching creatives
© MixORG
Brand's visual language
aligns with the ongoing
campaign
Targeted
advertisements on
Facebook

13. © MixORG

14. COVER PICTURE: FACEBOOK
© MixORG

15. FACEBOOK ADS FOR EXISTING FANS
© MixORG
FACEBOOK ADS FOR NEW USERS

16. QUALITY CONTENT
Mock Board Exam Papers
• Posted before the Board Exams
© MixORG
Solved Board Paper Solutions
• Posted soon after each Board Exam
Non-study related posts
• Puzzles
• Best wishes
• Examination tips
• Light moments

17. ON FACEBOOK & WEBSITE
© MixORG

18. © MixORG

19. SOCIAL PARTICIPATION
 Not just pushing information
 Creating a pull/demand from Target Group
 Two-way dialogue with community
© MixORG

20. LIVE EVENT
COVERAGE
© MixORG
Helpline schedule flashed repeatedly
• Before, during and after event
Advance notice to students
• To accumulate their queries
Constant updates
• So that students don’t miss any event

21. Recognition:
© MixORG
Partner Schools

22. Recognition:
© MixORG
Participating Teachers

23. Recognition:
© MixORG
Student Achievers

24. CROSS CHANNEL INTEGRATION
Links to Sample Papers and Board
Slider on website same as cover
picture on FB Paper solutions also reflect on
website
© MixORG

25. Outcome &
© MixORG
Impact

26. Well- Sharp spike
received by in ‘Likes’ on
target Studymate
audience FB page
© MixORG
Huge
Content
number of
freely
impressions
downloaded
within a
and shared
month
MODEST BUDGET => GOOD ROI

27. FACTS AND FIGURES
Number by which student community on FB grew during 5028
‘Hum Se Poocho’ campaign
Number of Impressions/ people viewing 3,725,337
© MixORG
Number of views of Board exam solutions 6002
Number of views of Board exam mock papers 1030
Total amount spent during the event $122.20

28. © MixORG

29. © MixORG

30. LEARNING
Close coordination
with all Establishing
stakeholders to norms for
community to be
© MixORG
reduce response
time expressive
Creating a sense
of entitlement
among students

31. LINKS
© MixORG
Website
• http://studymateonline.com/index.html
Facebook
• http://www.facebook.com/studymate

32. © MixORG
152, Lower Ground Floor
Kailash Hills
Near G-Block, East of Kailash
New Delhi-110 065
info@mixorg.com