Havmor Funn thisFriendship

Day

Agenda• Situation Analysis– About brand Havmor– Target Audience

• Key Insight• The Big Idea• Campaign Execution• Results

• One of the leading Indian Ice Cream brands known for innovative products

• National presence spread across over 5 states and 43 cities

• The brand name lends itself beautifully to the notion of ‘Having More’ and indulgence

• Our objective was to re enforce Havmor’s presence and create Brand affinity on Social Media

Target Audience Havmor as a brand cuts across demographics

According to Facebook India’s audience data, the most active age group there is 13-25

This young audience is very social by nature and likes to involve their friends in their daily life

Fun is very important element for their time spent with friends and they believe in having more fun in whatever they do

Key Insight Young Indians want to have fun

with friends, we want them to have more

The Big Idea• Friendship day is a popularly celebrated occasion amongst the youth of

India

• Dubsmash is the new rage after selfies all over the globe

• As Friendship day was around the corner, we decided to leverage the appeal that Friendship day has with our audience by marrying Friendship day with Dubsmash

• Thus was born “#HavmorFunnWithFriends”

• We created a unique interactive property “#HavmorFunnWithFriends” across social media platforms that tied the two together

How did we do this?

Genre Identification • Our target audience leads a very fast paced lifestyle and likes to do more with their time

• They like to indulge in varied lifestyle choices such as • Eating out • Movies• Sitcoms

• Basis the above, we indentified and created content that the youth identify with • Famous movie dialogues• Tongue twisters• Timeless sitcom moments

• We roped in professional voiceover artists to record sound bytes with our own personal twist

Brand Connect & Engagement1. Driving engagement by deploying a contest

• The users were asked to choose any soundboard from our Dubsmash channel ‘Have More Fun’

• The users then submitted their entry across our Social Media Platforms such as Facebook, Twitter and Instagram

2. Tying in the brand to create affinity• With their entry submission the users were asked to use the unique

hashtag which we created that would link it our brand. #HavmorFunnWithFriends

3. We created a micro site/Facebook tab where all the fun dubs resided together in a common gallery

4. Participation was encouraged through regular interaction and exciting prizes such as a chance to visit the ice cream factory, an entire month’s supply of Havmor Ice Cream, and cool gadgets

Driving ParticipationBuild up to the contest: We started with the build-up for the contest by cross promoting the contest across all the platforms such as Facebook, Twitter & Instagram

Seeding the contest:We started promoting the contest redirecting them to the Facebook micro site across all the platforms

Influencer Outreach: We tied up with a group of influencers to create buzz about the campaign

Amplification of the Contest Shout outs:We gave shouts out asking the users to participate in the contest

How did this

translate for us?

Results – Overall Numbers across Social Media

National Trend#2 in India

304 total entries

Social Growth

~500k social impressions

203 unique entries

7,570 likes 479 Followers 128 Followers

WinnersAnd finally concluded with announcing the most creative entries as winners who could continue having fun with a month supply of

ice cream, a factory visit with their friend and cool gadgets.And created a little video collage for everyone who participated

http://bit.ly/1LMTsfu

http://on.fb.me/1hc7zAA

Pseudo profiles/followers

• While scanning through their followers we came across a lot of pseudo followers.

• These are basically paid instagram followers who are inactive or pseudos.

• Just used to increase the fan base.