HCL utilized social media to engage parents in a conversation about technology and parenting, launching the #meandmychamp contest during Children's Day. The three-day event received significant interaction, generating 7.6 million impressions and 13,711 entries, while trending alongside popular topics. The campaign successfully addressed parental concerns related to technology through creative solutions, resulting in increased engagement with their target audience.

2. How HCL used social media to connect with parents and
adults to promote the ME CHAMP TABLET

3. THE CHALLENGE
Parents (especially whose kids are in school)
have a general discomfort with allowing their
kids free access to gadgets and the web
Our task was to find a way to involve them in a
conversation and help ease some of their
concerns

4. THE OPPORTUNITY
One of the most potent conversation
starter for any new age parent is to discuss
ways of better parenting
In our case we triggered the conversation
by discussing parenting issues pertaining
to hazards of technology, privacy and
gadgets amongst other topical issues

5. OUR STRATEGY
A COMING TOGETHER OF THREE KEY ELEMENTS
Right Context
(Parenting in the
digital age)
Right Time
(Children’s Day)
Right Place
(Social Media
Channels)

7. CONTEST OVERVIEW
#MeAndMyChamp - 3 Days. 6 Questions. 6 ME Champ Tablets.
 We conceptualized a contest on Facebook and Twitter for parents asking them to give their creative solutions to
everyday parenting issues in todays connected world
 We started on 14th November and kept the momentum going till the 16th November
 2 questions were put up everyday
 We identified 6 super parents basis their suggestions
Winners won a ME CHAMP Tablet for their real life CHAMP for Children’s Day!

8. QUESTIONS THAT GOT THEM TALKING

9. AN OVERWHELMING RESPONSE
7.6 mn impressions
12605 mentions
10711 entries
1384 retweets
187 new followers

10. MOST GRATIFYING RESPONSE
Amidst the mass hysteria on Sachin Tendulkar’s
farewell test match #MEandmyChamp
trended along with #ThankYouSachin
#SachinTheStar, #SRTForever and #SRT on
all 3 days!

12. MOST LOVED TWEETS

13. RESPONSES

14. BUZZ

15. LOVE

16. In just 3 days, ME TABLETS
actively engaged and interacted
with over 2000 parents via
social media!