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Social Media Marketing Case Study
- 1. Digital & Social Media Marketing Success Story - Facebook - YouTube - Twitter - Times of India - BookMyShow - Bhaskar
- 2. Campaign Objectives • Create Awareness – Maximize the reach of the theatrical trailer and other promotional videos. • Build Online Community and Engage Audience – Create conversations and positive buzz on prominent social platforms including Facebook & Twittter. – Audience gratification. • Reinforce Key Messages & Encourage Conversion – Create high recall campaigns to communicate key messages – Leverage Critic rating and Audience reviews – Encourage audience to provide reviews and feedback
- 3. Solution Offered • Facebook Marketing: Since Wave Industries Pvt Ltd and Kangana Ranaut had no Facebook presence, 3 pages were simultaneously created: – Rev0lver Rani (Movie) – Kangana Ranaut (Celebrity) – Wave Industries Pvt Ltd (Company) • YouTube Channel: A brand channel on YouTube was created. Theatrical trailer and other videos were uploaded and promoted. • Google AdWords: Google search & display network was used to place image and video ads to promote the movie. • Online Advertising: We managed advertising campaign on Times of India, BookMyShow and Bhaskar
- 5. Execution: Facebook • Facebook page was created and promoted to target audience (age: 18 – 30 years, Location: India, Interest: #Bollywood & #KanganaRanaut, #Comedy, #Drama). • Content strategy revolved around: – Telling a Story – Asking a Question – Creating a Bond • Campaigns planned: – Mard Ko Dard KYU/ KAHA/ KAISE Hota Hai? – Toofani Rev0lver Rani – Cheetah Moments – CoCo & ChamCham Love Stories – Bollywood Classics – Rani Ki Vani – Buzz Meter: Critics Speaks & Audience Speaks – Countdown: Facebook Cover – In Cinemas Now
- 6. A Glimpse of Campaigns Mard Ko Dard KYU/ KAHA/ KAISE Hota Hai?
- 8. A Glimpse of Campaigns Toofani Rev0lver Rani
- 10. A Glimpse of Campaigns Cheetah Moments
- 12. A Glimpse of Campaigns CoCo & ChamCham Love Stories
- 14. A Glimpse of Campaigns Bollywood Classics
- 17. A Glimpse of Campaigns Rani Ki Vaani
- 19. A Glimpse of Campaigns Buzz Meter
- 21. A Glimpse of Creatives Trailer Release & Movie Countdown
- 23. A Glimpse of Creatives Cover Images
- 27. YouTube • A New Channel was created, we built over 1,700 Subscribers and 1,550,000 Video Views on Theatrical Trailer in 45 days • Theatrical Trailer was trending for 3 days in Popular Videos – India • On the day of video upload, Theatrical Trailer link was embedded by over 25 sites and collectively they contributed about 22% video views (lifetime).
- 28. Theatrical Trailer – Traffic Source
- 29. Theatrical Trailer – Demographics
- 30. Other Videos 4.7 Million Subscribers on T-series Channel v/s 1700 Subscribers on Wave Channel
- 32. At-a-Glance • We had 805 Followers on the Release date • 1199 Tweets and 4275 Favorites • Trends Created – #Rev0lverRani – #ToofaniRev0lverRani – Rev0lverRaniOnBOCapsule • Hashtag Contests – #DesiQueen – #ToofaniRev0lverRani – Rev0lverRaniOnBOCapsule
- 33. Trailer Launch - #Rev0lverRani trended • On the Day of the Trailer Launch a Lot of Seeing activity and Engagement with audience helped in building initial Follower Base – From 12 to 104 • #Rev0lverRani was trending across major cities and all India. • The Trailer link was Tweeted 1440 times
- 36. Content Seeding • Theatrical Trailer Launch – Since our Social Platforms were weak & YouTube advertising had not begun, we concentrated efforts on content seeding to enhance YouTube views. Over 20 major sites were targeted and most of them responded to our call immediately. – Over 35 websites did a story on Rev0lver Rani first look – Poster and embedded Theatrical Trailer. They shared on Social Platforms too. • Ongoing Seeding – Title Song and Dialogue Promo – Usha Uthup’s exclusive interview – Image gallery – Social Sharing • Release: Audience Reviews – Encouraged audience to share reviews on IMDB, GlamSham, BookMyShow and DesiMartini
- 39. Advertising Campaign - Times of India - BookMyShow - Dainik Bhaskar
- 41. Snapshot of our Clients Mr. Vikram Bhatt
- 42. Can We Assist You? www.intelliassist.in linkedin.com/IntelliAssist facebook.com/IntelliAssist slideshare.net/IntelliAssist