The document discusses a social media campaign by Femina India to get users talking about an unknown upcoming event using the hashtag #WomenLieAbout. The hashtag became the #1 trending topic on Twitter in Mumbai, India, and worldwide within hours, exceeding the average lifespan of trending topics and challenging other popular hashtags. Over two days, the campaign gained exposure to over 10 million Twitter users and followers for the FeminaIndia handle increased by 47. The document concludes the hashtag trended for 48 hours in total, making it a very successful viral campaign.

2. The Idea

3. Objective
• Get users on the digital media to start fun conversations around
Femina
•Get follower attention on Twitter for a yet unknown and new
event
Approach
• Stir buzz by having OTHERS talk about it
• Use the ‘trending topic’ effect to “break-into-the-news”
• Customize a branded ‘hashtag’: use # symbol - called hashtag –
to mark keywords or topics in a Tweet so a user can find and
retrieve all topics associated with it

4. • Word, phrase or topic that is posted (tweeted) multiple times on the social
networking and micro blogging service Twitter
• Created either through a concerted effort by users or because of an event that
prompts people to talk about one specific topic
• Trending topics help Twitter and their users to understand what is happening
globally or locally and to discover the "most breaking" stories
• Important: trend algorithm favors NOVELTY over POPULARITY
• Algorithm identifies topics that are IMMEDIATELY popular, rather than topics that
have been popular for a while or on a daily basis

5. Women often tell
horror stories about
how they’ve been lied
to in past relationships,
but the truth is that
women are as guilty of
lying as men, although
perhaps for different
reasons.

6. • The Hashtag we chose was #WomenLieAbout
• Call-to-action and feel good usage of the #
WomenLieAbout hashtag picking on every user on twitter
who shares with us what they think women lie about
• Virality increased by the minute and the participation shot
off roofs

7. #WomenLieAbout
on twitter.com
# 1 trending topic
Worldwide
India
Mumbai
#1 trending Twitter handle
India
21.02.2012
What do Women Lie About?

9. In the first
hour

10. In 1.5
hours

11. In 1.5
hours

12. In 1.5
hours

13. In 24 hours

14. In 43 hours

16. In 48 hours

18. • # 1 trending topic Mumbai - non-Promoted, unpaid media (!)
• # 1 trending topic India - non-Promoted, unpaid media (!)
• # 1 trending topic World- non-Promoted, unpaid media (!)
• # 1 most popular handle on twitter in Mumbai and Delhi
• Exceeded average trending topic lifespan of 11 mins lasting over 48 hours on 1st
position in Mumbai. It was fluctuating at the #1- #3 position in India and World wide for
the first 24 hours.
• It was at #1 position in India, even after 40 hours.
• Challenged and overtook big names in terms of trend popularity:
#Filmfare
Lent
Shakti Kapoor
Saif Ali Khan
Kapil Dev
#ReplaceBrandNamesWithPancake

19. Femina India was trending at the 1st position in Trendsmap
at an all India level.

20. FeminaIndia was trending at the 1st position on Trendsmap in Mumbai. It overtook
popular hashtags like BollywoodMovies and trends like Lent, Shakti Kapoor, Vijay
Mallya etc.

21. Our tweets fetched us over 7.96 lac impressions and reached out to an
audience of 6.63 lac followers Worldwide.

22. We managed to get 595 retweets and 9 mentions by the total audience on
twitter.

23. Top 10 people who
tweeted to us and
have the maximum
no. of followers.

24. On Day 2 our tweets fetched us over 3.01 lac impressions and reached
out to an audience of 2.34 lac followers in India.

25. We managed to get 309 retweets and 9 mentions by the total audience
on twitter.

26. Top 10 people who tweeted to Top 10 people who tweeted to
us and have the maximum no. us and had the maximum no. of
of followers. impressions.

31. • Twitter followers increased by 47 in two
days
• FeminaIndia Handle was the top trending
handle in Mumbai and Delhi on 21st Feb
• #WomenLieAbout trended in Mumbai,
India and Worldwide
• In totality we trended for 48 hours
• All we can say is that, “This was a truly ‘Foxy’
Trend!”