2. About Micromax:
• Micromax is an Indian consumer electronics company
headquartered in Gurgaon.
• The company was established as an IT software company operating
in the embedded devices domain and in 2008 it later entered the
mobile handset business.
• By 2010, it was one of the largest domestic companies making
handsets in the low-cost feature phone segment in India.
• Today they have products ranges in LED Television Segment, Mobile
Phones, Smart Phones, Tablets, 3G Data Cards.
3. Campaign Objective:
• Main Objective of this campaign is to build
excitement around the new Product-
Micromax Canvas Turbo.
• Promoting Hugh Jackman as the brand
ambassador of Micromax.
• Generate, sustain and amplify the fans
interest for the upcoming device- Micromax
Canvas Turbo.
4. Platforms Used:
• Microsite was created and with Teaser Video, embedded with all Social Media
Platforms.
Social Media Platforms
5. Campaign Strategy & Execution:
• A Teaser phase was implemented across all Social Media Platforms.
• Microsite was created and embedded with teaser video on all
Social Media Platforms.
• FB, twitter & YouTube became the launch pad for the product
launch.
• Campaign was spilt into teaser & Launch Phase.
• Teaser phase included the announcement of an upcoming device
and our association with Hugh Jackman.
7. People Talking About :
• There were thousands of Comment on Various Post during the
campaign and maximum number of comment include the name of
“Hugh Jackman”.
8. Facebook Replies:
on Amazon.
• Each response was driven to the Teaser Video initially followed
by driving them to the microsite by leveraging on the excitement.
• Micromax was there to engage with the fans with instant
replies to their comments.
9. Campaign Execution:
• Twitter Tweets:
• These three tweets reached out to 2 Million plus people in less
than 72 hours post the announcement.
10. Campaign Execution:
Twitter Trending & Engagement With Fans:
• Trended across India in Half Hour.
• Hugh Jackman trended at number 1 and
Micromax at number 4.
• Micromax was trending through the day.
• Micromax was there to engage with the fans
with instant replies to their comments.
• Each response was driven to the Teaser
Video
12. Campaign Execution:
YouTube Trending :
• This has been for the first
time for Micromax that the
teaser video of a campaign
has gone “Viral”.
• It started trending on
YouTube with 48 hrs.
13. Website Traffic During Campaign:
• Facebook was the highest driver of
traffic to the microsite followed by
www.micromaxinfo.com.
• Since the teaser video was doing
exceptionally well, the link in the video
description was able to send more
traffic.
• From YouTube also a good number of
traffic was generated.
14. Results :
• The hashtag of the social media campaign generated over 12,173
mentions over the internet.
• The teaser video of the campaign featuring Hugh Jackman went viral
and garnered 180,000+ views within 3 days.
• The campaign got noticed and covered by press all around the
country.
• Twitter user were the most active in voicing out their opinions.
• 3 Facebook post drove 18,600 conversation within 72 hrs.
• 1,422,644 number of people saw the post in less than 3 days on FB.
• 10,731 tweets were published by user in less than 3 days.
15. Results :
• 22% of conversation were driven by women on Twitter.
• 750+ new followers were acquired organically on Twitter.
• 25.4 million estimated impression on Twitter.
• 7,192 unique visitors on Twitter.
• 340+ Comments were received on the YouTube for Teaser Video.
