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Sell n Tell - My 2015 OLX resolution

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OLX wanted to engage with its users leading up to 2015. New year is a time for resolutions and the brand wanted its audience to reflect on their plans and beginnings afresh. To begin the new year well, OLX wanted to lend a helping hand to its audience in making their resolutions for 2015 come true.

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Sell n Tell - My 2015 OLX resolution

  1. 1. OLX INDIA – ‘SELLnTELL’ CASE STUDY #my2015OLXresolution CONTEST Dec 27/14 – Jan 2/15
  2. 2. #my2015OLXresolution Contest – Strategic Thought OLX wanted to engage with its users leading up to 2015. New year is a time for resolutions and the brand wanted its audience to reflect on their plans and beginnings afresh. To begin the new year well, OLX wanted to lend a helping hand to its audience in making their resolutions for 2015 come true. OLX asked: “WHAT IS YOUR 2015 RESOLUTION AND HOW WILL YOU MAKE IT HAPPEN WITH OLX?”
  3. 3. OLX SellnTell on Facebook is the flagship testimonial platform for the brand where its users can share their positive experiences with other users. The app was launched in June 2014 with an extremely successful campaign where users were invited to share their selling stories which were then converted into Bitstories. Several bumper & mega prizes were given during the promotion by comedy group, East India Comedy. The Sell n Tell platform will be curated as the OLX testimonial space going forward and has the potential to be innovatively leveraged throughout the year for user engagement. SellnTell – India’s Widest Testimonial Platform Facebook App Bitstories Partners: East India Comedy
  4. 4. The #my2015OLXresolution contest is the second successful promotion on the flagship SellnTell platform. The contest helped OLX users fulfill their 2015 resolutions by sharing their hopes and plans through the Sell N Tell FB app and cool, lighthearted comics were created out of these resolutions. Innovative use of Bitstrips & memes for Facebook promotion and encouraging participation was carried out. Email engagement also played an important part in this campaign. Execution Approach Facebook App Customized Comic Resolutions Use of Memes
  5. 5. We asked India about their resolutions for new year and how they will achieve them with OLX. This vox pop was used to tease the contest and make OLX users curious. The contest featured the flagship OLX Sell N Tell Facebook app where users could submit their resolutions. As a campaign value add, customized avatars were made available to OLX users for their FB profile pictures for both men and women. Each story was converted into a fun comic strip using Bitstrips avatars and other design aspects. Daily prize winners were announced through a winner’s post that was shared on FB and with the winners. Campaign Summary
  6. 6. Pre-Launch Vox Pop We asked Indians across the country about their 2015 resolutions and how they will achieve them in the coming year. This video was shared and promoted through OLX social media channels to tease the #my2015OLXresolution contest and build interest in audience participation. Video: OLX #my2015OLXresolution Vox Pop
  7. 7. SellnTell Facebook App The existing Sell N Tell app which is being poised as the testimonial platform for OLX customers was given a makeover for the #my2015OLXresolution contest. The design was spruced up and reflected the new hashtag and overall concept for the engagement platform. Users could submit their resolutions within 200 words within the app.
  8. 8. SellnTell Facebook App Our team of designers created comic strips featuring the resolutions within a time frame of 20-30 minutes per comic. Each comic was shared with its user through a unique link and they could vote, comment and share the stories with their network.
  9. 9. #my2015OLXresolution Winners Daily bumper prize winners were announced through their winning resolution comic in the Winner’s Hall of Fame. They each received a voucher of 5000 INR which would help them in achieving their resolutions and improve their 2015.
  10. 10. We created comics which were a quirky mashup of bitstrips avatars and creative design that highlighted how users will fulfill their resolutions using OLX and make their or others’ lives better. 500+ Unique Resolutions
  11. 11. Through voracious social media exposure especially on OLX Facebook fan page, humorous use of Bitstrips avatars, and an overall focus on “new year, new resolutions,” we encouraged OLXers to share their resolutions for 2015 and how they would make them happen with OLX. Social Push
  12. 12. An emailer inviting participation in the #my2015OLXresolution contest was sent out to the OLX user base and elicited a fantastic response. Email Promotion
  13. 13. FUN RESOLUTION AVATARS Users were given a chance to change their profile pics leading upto new year with customized resolutions and avatars. We picked some popular resolutions among men and women.
  14. 14. FACEBOOK Total App participation : 1235 Valid entries : 509 Total Post Impressions: 25,41,085 Total Engaged users: 13,962 Total Post Reach: 8,99,984 Total Organic Post Reach: 2,40,336 PARTICIPATION METRICS
  15. 15. TWITTER PROMOTION Contest 1: #my2015OLXresolution Total Tweets (including original tweets inviting participation) – 372 RTs - 215 Favorites – 153 Contest 2: #CelebNewYearResolutions Total Tweets (including original tweets inviting participation) - 1515 RTs - 616 Favorites - 309 PARTICIPATION METRICS
  16. 16. AVG ENGAGED USERS 0 1 2 3 4 5 6 7 8 0 500 1000 1500 2000 2500 3000 3500 #my2015OLXresolution Posts (Organic) #my2015OLXresolution Posts (Promoted) Winners (Day 1 - Day 7) FB Embedded Vox Pop Video Avg Engaged Users Posts Three posts were promoted on FB. The Youtube Vox Pop Video had highest avg interaction. In organic posts, the FB embedded Vox Pop had max of 558 clicks followed by day 4 winner post featuring Surbhi Sharma.
  17. 17. AVG POST REACH 0 1 2 3 4 5 6 7 8 0 50000 100000 150000 200000 250000 #my2015OLXresolution Posts (Organic) #my2015OLXresolution Posts (Promoted) Winners (Day 1 - Day 7) FB Embedded Vox Pop Video Average Post Reach Posts Three posts were promoted on FB. The Youtube Vox Pop Video had highest reach followed by two bitstrips promoted posts. In organic posts, the winners posts saw highest reach esp Day 4 winner, Surbhi Sharma followed by meme post featuring the philosoraptor.
  18. 18. Thank You!

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