The objective of the camaign was to Create buzz about Rooh Afza around Holi festival at the onset of the season. Hamdard intended to engage online social medium for the purpose.

1. Rooh Afza
Campaign Case Study

2. Leveraging RoohAfza with
‘Click Karo Refresh Ho Jao’ Contest

3. Key Brand Task
- Create buzz about Rooh
Afza around Holi festival
at the onset of the
season.
- Hamdard intended to
engage online social
medium for the purpose.

4. Objectives
-Connecting RoohAfza with Holi
- Strengthening position of RoohAfza as a Naturally Refreshing Drink

5. - Digital campaign- “Play Natural, Refresh Naturally” is proposed
- Launch a social engagement activity on brand’s FB-page- Holi
theme photo-sharing contest
- Promote the contest via content marketing, FB social ads and
Google Adwords to encourage participation
Strategy

6. Campaign Concept
- The Festival of Colors - Holi is strongly advised to be observed
with natural colors
- RoohAfza is the established refreshing drink made of natural
ingredients
- So- Play Natural, Refresh Naturally.
- The idea was to associate RoohAfza with the festival and create
recall right at the onset of the product’s high-season.

7. Contest Idea
- FB users were asked to share their slice-of-life photographs
from Holi celebrations on RoohAfza’s FB page
- Most voted entries were declared as winners

8. Campaign
Roadmap
- Refurbish FB-page
- Social content
optimization
- Social ads and Google
Adwords to gain
momentum
- Develop FB social app
- Launch contest
- Promote
participation via
content and ads
- Viral-posting on
Participants’ wall
- User voting
- Announce winners
- Campaign closure
15th - 24th March
27th March – 10th April
15th April
Campaign Implementation

9. Click Karo Refresh Ho Jao
 Hosted a contest on Roohafza’s Facebook page ‘Click Karo Refresh ho Jao’
 The Tab went LIVE on 26th March, 2013
 The interactive Tab performed the following functions:

10. Click Karo Refresh Ho Jao
 Hosted a contest on Roohafza’s Facebook page ‘Click Karo Refresh ho Jao’
 The Tab went LIVE on 26th March, 2013
 The interactive Tab performed the following functions:

11. Click Karo Refresh Ho Jao

12. Click Karo Refresh Ho Jao
Facebook Cover Photo

13. Engagement Around Contest
Contest Promotion
Wall Postings

14. Engagement Around Product
Engagement buzz

15. Engagement Around Product
RoohAfza Buzz

16. Conversations Driven

17. Initial Community Size

18. Exponential Increase in UV
Unique Visitors during April, 2013
Week 1
15 March – 22 March

19. Continued Impact..
Unique Visitors during April, 2013
Week 2
23 March – 01 April

20. Number Crunching..
Week 1
15 March – 22 March
Merits Count
Fans on 15 March,
2013
306
Fans on 22 March,
2013
6477
Total increase in Fans 2017%
Page Posts 16
Total Likes on Posts 2346
Comments on Posts 90
Shares on Posts 330
Merits Counts
Total Reach of
the Page (Daily)
427659

21. More Data..
Week 2
23 March – 01 April
Merits Count
Fans on 22 March,
2013
6477
Fans on 04 April,
2013
44040
Increase in Fans 580%
Page Posts 41
Likes on Posts 8026
Comments on Posts 680
Shares on Posts 544
Merits Count
Total Reach of
the Page (Daily)
2292670

22. Contest Closure
Around 500 photo entries received in all!

23. The Winning Entries

24. A Year’s Supply of RoohAfza Won

25. Achievement
Page Views and Unique Visitor during Contest Period

26. Brand Milestone Achieved

27. Get in touch
To know more about MAGNON/TBWA’s social media services,
please shoot an e-mail to nitin.naresh@magnontbwa.com

28. Thank you.