Social Media Case Study: Kissan (Hindustan Unilever) launched a three month campaign - Kissanpur to activate users to learn more about the brand by growing tomatoes.

1. Kissanpur Digital Journey
From 13th Feb – 12th Apr, 2012
Kissanpur.co.in

2. Kissanpur Report

3. Table of contents
• Kissanpur on Facebook
• Kissanpur on Twitter
• Promotion of Chalo Kissanpur
• Visits on Facebook Applications

4. KISSANPUR on Facebook

5. Customized Kissanpur creatives for the Timeline
Cover Photo
Profile Picture

6. Customized tab for Kissanpur Registrations
Exclusive tab on Facebook to encourage registrations for Kissanpur
403
Registrations

7. Key Statistics
Current Scenario of the Kissan FB page
• Total number of likes: 2, 41, 067
• Talking about Metric : 6, 646
Category No.
Total No. of Kissanpur Posts 40
Average no. of user feedback received 185.15
Note – Statistics taken from the launch of the campaign till date

8. Buzz About Kissanpur
• Teaser posts were updated on the page to spread curiosity and
excitement amongst users about the campaign

9. Launch of Kissanpur
•Kissanpur campaign officially kicked off on Facebook on 15th February 2012

10. Effectively promoting the website
Encouraging users to
register
Using interactive
questions to promote
the website

11. Sharing Kissanpur tips and suggestions
Tips shared regularly on the page to help people grow healthy tomato plants

12. Celebrating Holi the Kissanpur way
We wished our users on Facebook and Twitter a unique Happy Holi,
urging them to save water for Kissanpur

13. Urging users to upload their pictures
Promoting the final gratification Kids sharing their story at kissanpur Encouraging users to share their
experience at kissanpur

14. Sharing regular updates from Kissanpur
Milestone of crossing 10, 000
registrations
Encouraging users to
participating in exciting games
at Kissanpur

15. Sharing pictures of various Kissanpur activities
Vikramgadh trip Activities in Kissan offices Album of picture uploaded
across the country on the website
Category Feedback
Average Likes 1,273
The kissanpur albums have
received a phenomenal feedback Average Shares 50.75
Average Comments 37

16. Sharing pictures of various Kissanpur activities
Congratulating users on getting over
2,00,000 likes for

17. Effective interaction with users
Users posting
pictures on
the wall were
encouraged
to upload
them on the
Webstite
Acknowledging positive
feedback

18. Prompt reply to user queries
Queries regarding tomato seeds Queries regarding difficulty in
uploading pictures on the website
Helping users to register and start
their journey

19. Important Insights – (Registration Tab)
Category No.
Total Clicks 217,894
Estimated Fans 60,000
Delivered Fans 128,387

20. Important Insights – (Facebook Page)
• Daily new likes on the Page

21. • Daily talking about Metric

22. KISSANPUR on Twitter

23. Current scenario

Kissan India on Twitter is seeing constant growth in terms of followers, RT’s and
mentions

Total no. of Tweets: 235

Total no. of Followers: 100

The followers have seen an increase in the no. organically

Kissan India one of the few brands on twitter to get a hashtag trending #Kissanpur

24. Kissanpur Trending in Mumbai
• On 13th Feb 2012 the Hashtag #Kissanpur got
trending in Mumbai.
• Which means this Hashtrend was visible to all
twitter users who were following the Mumbai
trends
• Kissanpur bagged the 3rd position and eventually
the second position in the Hashtrend list above
popular trends such as “valentines day” and
“Rolling in the deep”

25. #Kissan Trending in Mumbai
On the same day itself we saw #Kissan trending as well in Mumbai,
thereby a great achievement with both the brand name and campaign
trending
Source: http://trendsmap.com/

26. Tweet Cloud
Tweet cloud consist of all the keywords and hashtags used by KissanIndia
on Twitter
Source: http://www.tweetstats.com

27. Tweets promoting Kissanpur
Encouraging
registrations to the
website
Positive feedback
received
Sharing Kissanpur tips
with appropriate
hashtags

28. Consistent growth in the no. of followers

29. Visits on Apps
Page Page views Unique Visits Average time
spent
Label Maker 747 552 4mins 3 secs
Hunt For Kissanpur 114 100 33 secs
(on the start page)

30. Labels made by Users

31. Promotion of the ‘Chalo Kissanpur’ event
•Chalo Kissanpur’ Promotions: 24th-29th May
•Aim: To invite people for the Kissan’s on-ground event.
•Promotion:
•Posts done daily: 2
•An event page was created on Facebook, ‘Chalo
Kissanpur’
•Popularity:
•Users seemed enthusiastic as they inquired about the
venue and other details.
•The highest no. of likes received for a posts were: 235

32. Milestones:
• Daily likes increased from 1,181 to 1,557
• 175,646 ( FB insights) was the viral reach attained on the day of the launch of the
battle on Facebook

33. Kissanpur promotions: Statistics
The daily likes increased by more than a
1,000 on 28th and 29th May,2012
The highest increase in talking about was
achieved on 27th May,2012

34. High scale promotion of the final event
Highlighted posts, inviting people for the event

35. Posts promoting Kissanpur activities

36. New Kissanpur Albums
3 more albums have been up-dated on Kissan's Facebook page

37. Thank You
