Havmor ran a promotional campaign on social media called "#SpinMoreToHavmor" during Diwali to engage their target audience of 13-25 year olds. Participants earned points by following/sharing Havmor's social accounts and inviting friends, with 100 points allowing a spin of the campaign's virtual wheel to win prizes. The campaign increased Havmor's social media followers and saw over 2,000 spins of the wheel, with 750 winners of prizes that included electronics and Havmor products. While successful in reaching over 400,000 people on Facebook and trending on Twitter, the campaign also exposed fake/inactive followers used to inflate fan counts on some accounts.

1. Spin More To
Havmor

2. Agenda
• Activating an occasion
• The Big Idea
• How did we do this?
• Amplification
• Results & Numbers

3. Our Idea
About Havmor
•Havmor as a brand appeals to an audience that cuts across all age groups and
genders
•On Social Media, our aim was to connect and engage with the most active age
bracket of 13 to 25 years
The Big Idea
•Diwali is a popularly celebrated festival in India
•The practice of gambling during Diwali is an ancient one and it began with the
traditional game of dice. But over time, it has made way for various card games and
games of chance.
•Thus was born “#SpinMoreToHavmor”

4. How did we
do this?

5. Brand Connect and Engagement
Brand Connect:
•Havmor positions itself as a fun brand and wants their audience to have more of
everything
•While Diwali symbolises itself with lights, laughter, family, fun, gambling, and a lot of
gifts.
•Marrying the idea of having fun and gifting during Diwali , the brand connected with
their audience in a way that creates resonance and demonstrates excitement,
thereby forming lasting connections
Driving Engagement:
•A unique hashtag was created i.e. #SpinMoretoHavmor along with the brand name
to create brand affinity
•Participation was encouraged through regular interaction and exciting prizes such
Havmor Ice Cream vouchers, Book My Show vouchers and Gadgets like Motorola
phones, Go Pro Camera, Ipad Air and Bose Headphones.

6. #SpinMoretoHavmor Workflow
Click Earn Spin

7. Mechanism
Mechanics:
•A Microsite / Facebook application was created to implement the idea
•In the microsite, users were asked to collect ‘100’ #HavmorPoints by inviting their
friends either by
• Following us on Instagram (50 Points)
• Following us on Twitter (50 Points)
• Sharing it on Facebook (25 Points)
• Tweeting about Havmor Funn Wheel (25 Points)
• Inviting friends on Facebook to play #SpinmoretoHavmor (50 Points)
•User with ‘100’ #HavmorPoints will get a chance to spin to the wheel
Gratification:
•Gratification had to be BIG - Each division of the wheel was having a unique
gratification.
•For example – Moto G phone, Ipad Air, Go Pro, Bose Speaker, Havmor
Merchandise, Havmor Vouchers, a chance to spin again, etc.

8. Activating
the plan
on Social
Platforms

9. Built up to the Contest - Facebook
• We started with the built-up for the contest by cross promoting the contest
on platforms like Facebook and Twitter.

10. Built up to the Contest - Twitter

11. Driving Spins during the Contest
Facebook
Instagram
Twitter

12. Seeding the Contest
• We got into conversations with our Twitter followers to come particpate in
the contest

13. • We tied up with a group of influencers to create buzz about the campaign
Promoting the Contest

14. Promoting the Contest

15. How did this
translate
for us?

16. Results – Overall Numbers across Social Media
The contest had a phenomenal run from 9th
November to 16th
November, 2015
Platforms Facebook Twitter Instagram
Fans on 9th
November
4,11,574 2,133 1,193
Fans on 17th
November
4,33,022 2,992 1,758

17. Results - Facebook Reach Achieved
Facebook Contest Post Statistics
Total Number of Likes 19,912
Total Number of Shares 61
Total Reach 2,90,511

18. Results - Twitter Reach Achieved
Twitter Contest Post Statistics
Total Number of RTs 322
Total Number of Favorites 187
Total Impressions 36,800
Total Replies 300

19. We didn’t stop at just that….
• Our hashtag was popularized by influencers talking about our contest
• Our own followers were constantly tweeting and conversing with us
Influential Profiles talking about us
Reach & Deliverable
We received 4.5Lac + impressions on 16th
August and we reached out almost 3 Lac
users on Twitter

20. #SpinMoreToHavmor Trended in India
Trended all India
This time we hit the trending charts with a bigger bang. We not only trended at
position #2 in India for 4 hours with whooping 2300+ users spinning the wheel within
the week and 600+ users winning actual prizes

21. Final Count of Spins
Contest Entries
Overall Spin count 2080
Number of winners won from the spin 750

22. Winners
We are in the process of reviewing all the entries to
courier them their goodies and vouchers

23. Pseudo profiles/followers
• While scanning
through their
followers we came
across a lot of
pseudo followers.
• These are basically
paid instagram
followers who are
inactive or pseudos.
• Just used to increase
the fan base.