Download - Mumbai Patrol Digital Media Campaign Report
Mumbai PatrolSocial Media Campaign Report1st Feb, 2014-31st March, 2014
Introduction
A TOI initiative focusing on the city's civic, infrastructural, social and safety issues that need immediate attention
from the concerned authorities
Objectives
Aware Mumbaikars about the campaign
Generate relativeness and encourage responses
Populate Mumbai Patrol initiative among masses
Drive engagement on Social Media platforms
Campaign Summary
41 WARDS 10 TOWNHALLS
WARD-WISE UPDATES
EVENT ALBUMSWORLDWIDE
TWITTER TRENDING
Social Media Summary
• REACHED OVER 1 MILLION USERS
• REACHED OVER 25,000 ACCOUNTS
• GARNERED 15732 VIEWS
YouTube
Campaign Reach
Engagement• 72,560
Reach• 1,207,462
Virality• 293,819
Facebook Metrics
Average Likes per post- 77
Average Reach Per Post-10,544
Average Daily Likes on Page- 1,390
PHASE I- LAUNCH
Initial Responses from #Mumbaikars on Facebook
Within few hours of creating the page
more than 100 people voiced their
concerns
Mumbaikars’ reaction to
#MumbaiPatrol
Overwhelming response by Mumbaikars
Initial Responses from #Mumbaikars onTwitter
PHASE II- TOWNHALLS
Ward- wise Updates
A series of updates were done as per
the wards
Numerous comments were
poured within few hours of update
Mumbaikars instantly related to the campaign and started discussing about it on social
PHASE III- CONCLUSION OF #MUMBAIPATROL
A video was created to
conclude the campaign to get
attention from the Mumbaikars
towards the issues of their respective
wards.
Video Promotion
The video manage to reach more than 5 lakh Mumbaikars through
social media. Shared by over 300 Facebook
users and retweeted by over 150 tweeple
Mumbaikars gave a solution!
TWITTER CAMPAIGNGet #MumbaiPatrol trended to reach out maximum Mumbaikars through the video
Comments about the Video
More than 100 comments on
YouTube videos
Twitter Metrics
Trended for 2 hours Worldwide
Trended for 6 hours 20 minutes Nationwide
Number of tweets- 7,584
Accounts reached- 22,591
Impressions- 7,07,673
Conversations- 353
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