maya jewels icrave gold report (1)

LCmediaHouse Creatively Yours…

contactus@LCmediaHouse.com www.LCmediaHouse.com +91-22-27701807

For Gitanjali Group`s MAYA JEWELS

What Campaign ?

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Twitter Campaign for

#IcraveGold

The Brief

• To create a first even twitter campaign for MAYA JEWELS with a hashtag

• To create conversations about the hashtag during the IPL season and try to gather maximum visibility still

• To make sure that the brand doesn’t get lost in the conversation, yet make people participate

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Challenges?

• To create a conversation for the brand which has still not focused much on improvising its twitter base

• Try to trend nationwide with a branded hashtag that no one has used before

• How to make sure that we do it the best when compared to other 100 brands doing some or the other twitter initiatives on that very same day

• Run a contest, but not run a contest

• Increase twitter follower list

• Make sure that the campaign is not only run on twitter but is supported by other social media vehicles that is currently being used by the brand, MAYA JEWELS where the brand enjoys good share of social media fans

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The thought…

• ‘IcraveGold’ is a word for us that defines the love of every Indian towards gold ornaments and jewelry. Though it was never utilized by any of the promotional mediums earlier by the brand, we decided it was apt for promotion

• We tried to integrate simple tweets with a combination of IPL related activities

• Sometimes it was IPL, sometimes it was generic. Participation and uniqueness were given preference over following standard procedures

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The Answer to all our CHALLENGES….

#IcraveGold

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What for the fans?

#IcraveGold

• You have been wanting gold all your life

• Sometimes it just the fanciness towards it, sometimes it’s a calculated move

• You dream of it, you wish for it

• You don’t let the gold go, You always wear it close to your heart

• Now is the time. Tell everyone. Let people know how badly you crave for Gold

• What if you could mix your love for IPL with GOLD ?

• What if we give you a choice to let your friends on twitter about your love for gold and their own gold worthiness in your social life?

• #IcraveGold was just that platform for them to do so and also to WIN 5 GIARDANO WATCHES…

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#IcraveGold

• 10 Influencers

• Multiple quizzes

• 10 hours of madness

• A tweet every 15 minutes

• One hashtag

• Days and Days of madness

• 5 Giordano watches to be won

• One nationwide trending HASHTAG

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Influencers List

• @apsster – 4432 followers

• @mrambidexter- 4204 followers

• @parsahiya- 3138 followers

• @thekopargaonkar – 3040 followers

• @bollywood- 2623 followers

• @atulkini- 1944 followers

• @arvindpassey- 1858 followers

• @taklooman- 5754 followers

• @pwneha- 12465 followers

• @deckle_edge 1685 followers

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Quizzes and Starters..

• 50 unique tweets were made

• 5 tweets per influencer everyday for next 5 days

• All influencers were given a time slot of 2 hours between each tweet

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How it happened ?

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How it happened ?

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How it happened ?

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The Result, did it work??

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How did tweets talking about us looked like?

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Contributors reach and timeline views

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How did people access the contest from??

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Engagement Overview

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Most popular people who interacted… LCmediaHouse

Numbers ?

• Total Influencer tweets expected 80-100

Total Tweets received 200+

• Total response expected 1500-2000

Total Response received 4000

• Total impressions received 1.5 million

• RTs Expected 100

RTs received 700+

• Raised follower list from 29 to 236

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Summary

• 1.5 Million Impressions received

• 4000 + tweets received (2000 almost in less than 12hrs) • 700+ Retweets received

• 200+ Influencer Tweets received • 1 Lac + people reached

• 323 people contributors • 700 + Original Tweets

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contactus@LCmediaHouse.com

Dinesh.Malhotra@LCmediaHouse.com

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