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Social Wavelength's Case Study of Channel [v] Social Media Campaign on Twitter


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Channel [v] was relaunching in Aug, 2009. As a part of the promotion, the channel commissioned Social Wavelength, a leading Social Media agency in India, to strategize and execute a Social Media campaign, to create awareness about this relaunch. Social Wavelength created an integrated approach for this purpose, and the specific Twitter initiatives used therein, are highlighted in this presentation.

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Social Wavelength's Case Study of Channel [v] Social Media Campaign on Twitter

  1. 1. “ iSawTheChange” & “On Yours” : Social Media campaigns of Channel [v] Social Media strategy planned and executed by:
  2. 2. About the campaign Channel [v], the music channel from the News Corp owned STAR group was going in for a significant relaunch on 22nd August, 2009. To promote this relaunch, Channel [v] planned a multimedia blitzkrieg, with Social Media being an integral component of their campaign. An integrated campaign was conceived, covering various Social Media platforms like Facebook, Twitter, Orkut & Youtube. We particularly showcase here, the two major activities taken up on Twitter during the re-launch phase. These activities started from 8th August 2009 and went on till the day of relaunch, 22nd August 2009. Channel [v] continues to remain high on interactive quotient with their TG on various Social Media platforms. Channel [v] accounts on Facebook and Twitter are amongst the most popular ones for the youth market in India.
  3. 3. Specific activities on Twitter <ul><li>Activity 1: iSawTheChange </li></ul><ul><li>Engaging users over a 15-day period, to spot a graphic image that changed daily, and which users had to track </li></ul><ul><li>Activity 2: On Yours </li></ul><ul><li>Persuading Tweeple (Twitter users) to swap their own Display Picture with a Channel [v] logo, in return for some gratification opportunities </li></ul><ul><li>Details follow </li></ul>
  4. 4. <ul><li>In this activity a collage of an image with different [v] logos was put up on & everyday there would be one change which had to be identified by the participants. </li></ul><ul><li>The tweeple (people on Twitter) had to submit their answer along with their Twitter credentials & whenever they participated, a tweet would go out from their accounts with this message: “Hey @ ChannelvIndia I saw the change on http:// . 10 Daily Prizes and 10 iPod Nanos to be won!” . </li></ul><ul><li>This tweet would reach all their followers creating intrigue amongst them & hence giving it a viral effect. </li></ul><ul><li>This activity was carried on for a period of 2 week </li></ul><ul><li>This contest was played close to a 1000 times & the tweet reach (and hence the brand reach) generated was around 300,000 over a period of 15 days. </li></ul>Activity 1 iSawTheChange
  5. 5. The CHANGE as it happened!
  6. 6. <ul><li>This activity energized the TG, as it was carried out by giving a small gratification and it also helped in conveying the message that Channel [v] was changing & now it was “Bloody Cool” </li></ul><ul><li>This activity also helped kick-start interactivity between the brand and it’s TG, over Social Media, and which has been successfully carried on. </li></ul><ul><li>From the point of view of the brand, having this one activity generating such an impactful viral effect and reach, was very satisfying, and went beyond their expectations. </li></ul>The Outcome Activity 1: iSawTheChange
  7. 7. <ul><li>If iSawTheChange started the buzz, then On Yours took it to another level! </li></ul><ul><li>Channel [v] launched a website called OnYours where users could register & allow their Twitter Display Pictures (DPs) to be replaced by a [v] logo for 50% of the time on a random basis. </li></ul><ul><li>But why would anyone trade in their own DP for a brand logo? </li></ul><ul><ul><li>The uniqueness of the activity generated the interest, and the gratification provided the desired persuasion to participate. </li></ul></ul><ul><li>The users who remained signed up for more than 5 days received Channel [v] T-Shirts & also gave them a shot for the grand prizes (5 iPod Nanos). </li></ul><ul><li>, had Twitter power users participating who were in the right TG & with a good base. This assured high visibility of the logo converting profiles into virtual [v] billboards. </li></ul>Activity 2 On Yours
  8. 8. Twitter - Before “On Yours” Twitter- After “On Yours”
  9. 9. Friends List Twitter Stream Channel [v] takes over Twitterverse
  10. 10. On 13 th and 14 th August 2009, respectively, @ChannelvIndia was the 2 nd & 4 th Most Popular Twitter user from India On 22 nd August 2009 (launch day), @ChannelvIndia was the Most Popular Twitter user from India The after effects of the two Channel [v] campaigns!
  11. 11. On the day of the launch i.e. 22 nd August 2009 (for a large part of the day, [v] was at number 1, and moved to number 2 only late in the evening)
  12. 12. Lauded by bloggers and tweeters alike for our Innovative Social Media campaigns! “ Over the week, I’ve noticed more and more Channel [V] logos in profile pics: it appears to be growing virally.” “… One of the things I think Channel [V] did right, was to ensure that users profile pictures are not permanently changed to the Channel [V] logo ” Medianama “ Channel V also used their stream to announce the details of their flash mobs. Most importantly, they took everything in good humour. They have built a fair amount of good equity on Twitter.”  - Manu Prasad on his blog “Brants – Rants on Brands and Social Media ”
  13. 13. The Outcome Activity 2: On Yours <ul><li>The logos on Twitter made it look like “Twitter Profile Picture Advertising”. </li></ul><ul><li>This helped in creating awareness about the fact that a Channel [v] was being launched in a new “Bloody Cool” new format. </li></ul><ul><li>Both these activities helped in building excellent equity for channel [v] on Twitter and created a lot of positive buzz. </li></ul>
  14. 14. Thank You For more information, contact: Social Wavelength Email: [email_address] Twitter: @socwav Tel: +91-22-25586101