SlideShare a Scribd company logo
An Example: Campaign For
TrulyMadly
Objective For The Campaign
Growing Registrations
TrulyMadly wanted to use the digital channel
to grow registrations of people seeking to be
matched.
Users Feel Embarrassed
People who will use the service may not be
very keen to share the same with their
friends and family online. Making it harder
to generate advocacy online.
The
Challenge
New Way To Match People
The USP of the website was to match
people on psychographics rather
than traditional demographics such
as age, income, caste, etc.
1. 2.
Unique
Positioning
The Idea
People to share pictures of peculiar
stereotypes that get attached to them and
how they actually do not fall in the
stereotype.
!
We called it #BreakingStereotypes
Some Examples of Seeded Pictures
Some Examples of Seeded Pictures
Some Examples of Seeded Pictures
Spreading The Word
Platforms
1. Facebook Page News Feed
2. Twitter Handle Feed
Other Channels
1. Influencers
2. Twitter Contests
3. Facebook Ads
Some Metrics
Reach
!
7M
Impressions Created
!
Mentions in
• Social Samosa,
• HT City,
• Delhi Times,
• Asian Age,
• Inc Magazine,
• Yahoo!, and
•ScoopWhoop
Engagement
!
8X
increase in engaged users per
post
Impact
!
20X
increase in registrations
!
17X
increase in website sessions

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Truly Madly - Breaking Stereotypes - Campaign

  • 1. An Example: Campaign For TrulyMadly
  • 2. Objective For The Campaign Growing Registrations TrulyMadly wanted to use the digital channel to grow registrations of people seeking to be matched.
  • 3. Users Feel Embarrassed People who will use the service may not be very keen to share the same with their friends and family online. Making it harder to generate advocacy online. The Challenge New Way To Match People The USP of the website was to match people on psychographics rather than traditional demographics such as age, income, caste, etc. 1. 2. Unique Positioning
  • 4. The Idea People to share pictures of peculiar stereotypes that get attached to them and how they actually do not fall in the stereotype. ! We called it #BreakingStereotypes
  • 5. Some Examples of Seeded Pictures
  • 6. Some Examples of Seeded Pictures
  • 7. Some Examples of Seeded Pictures
  • 8. Spreading The Word Platforms 1. Facebook Page News Feed 2. Twitter Handle Feed Other Channels 1. Influencers 2. Twitter Contests 3. Facebook Ads
  • 9. Some Metrics Reach ! 7M Impressions Created ! Mentions in • Social Samosa, • HT City, • Delhi Times, • Asian Age, • Inc Magazine, • Yahoo!, and •ScoopWhoop Engagement ! 8X increase in engaged users per post Impact ! 20X increase in registrations ! 17X increase in website sessions