social media case study on kama schacter
DESCRIPTION
A campaign "Loveathon" was launched to create brand awareness and was supported by a mobile application.TRANSCRIPT
Objectives
Following brand objectives were set:
o To trigger brand awareness among the audience
o To engage people and get them to sample the brand
o To set the mood for brand Kama Love, by capitalizing on Valentine’s day
Challenges
o At the brand level, the major challenge was brand awareness
o Kama Jewellery was a new player in the market
o The positioning of the brand was a place of Love Destination for all couples
o While coming up with a campaign, to zero in on this positioning became the biggest challenge
o Digital Engagement is more of a point and click exercise. The brand wanted to stand out with this engagement while connecting it to on ground activity
o Deliver footfalls to retailers
o Get people to pre-register
Strategy
o The strategy was 3 fold: a. Brand Awareness b. Brand Engagement c. Generate Footfalls
o With Valentine’s Day just around the corner, the time was perfect to target the niche audience
o This unique campaign leveraged on the Valentine’s Day, exclusively targeted couples, and was aptly named as Love-a-thon
o The campaign was divided into 2 phases:• Mobile application• On ground activity
o The idea was to build traffic through Facebook page
o Using the Facebook network, connect it with the Mobile network
o Create a buzz in multiple cities at one go
o Finish the entire activity in 2 days
StrategyOnline Video Promotion
o A promotional video was launched 2 weeks prior to the activity
o The objective of the video was to create curiosity and guide people to Kama Love Page
o The video was promoted on YouTube
o The video was also promoted on Kama Facebook page as well as other relevant pages
StrategyOnline Video Promotion
o The video showed a person running for Kama Love-a-thon contest
o The person wants to surprise his valentine by winning the contest
o The video ends with the person presenting the diamond ring to his valentine and wishing her Happy Valentine’s Day
Strategy
Retailers
o 25 retailers in 12 cities were approached asking for their participation
o The retailer shops were to be the hotspots for Kama Love-a-thon contest
o Any participant playing the contest, would end up at the retail shop
o This served as the purpose to generate footfalls and get participants to sample the products
ActivitiesFacebook
A Facebook tab was created The user downloads the mobile app. A promo code is provided
An F-connect button allowed the users to simply login to mobile website with their FB account
A Facebook application is built on the page
Activities
Mobile Website
A mobile website was built for latest OS. The users login on their
device
Once the user logs in, he was provided with the details of the contest
User gets an access to the mobile website through the URL provided
Activities
Mobile Website
The participant played through 3 levels to win prizes
Activities
Mobile Website
o On the day of the activity, the participant sees the Kama Love Spots marked on the map on his device
o The participant would be required to visit the closest spot to him, in order to play the contest
o Once the participant reaches one of the spots, he would have to answer 3 questions at 3 levels to reach the grand prize of Kama Diamond Rings
Activities
Mobile Website
User answers level 1 questionTo play next level, the user stakes
his prize before proceeding
Activities
Backend Handling
o The mobile app was devised based on the latest versions of OS, mainly for Nokia Phones and Android and iPhones.
o A helpline number was provided to all participants during the activity day
o Distribution and management of prizes was organized at the backend
o E-mailers were sent to the winners of the contest
ResultsMobile app
Duration Facebook Fans
Acquired
Impressions Page Visit
Participants No. of Winners
2 40,000 1,04,365 6,863 531 107
CommentsFacebook
Excitement and interaction was seen among the participants and retailers alike
Participant Retailer
Conclusion
o Kama Love-a-thon was one of a kind engagement on digital media. The campaign was met with positive response
o A growth of over 50000 fans was noted on the Facebook page. A total of 531 active participants were noted on the field
o Buzz created around the engagement generated positive response on platform such as twitter, also trending in process the hashtag #Kamaloveathon
o Footfalls generated to retails shops confirmed the sampling of products and pre-registering
For more information, contact:
Hareesh Tibrewala / Sanjay MehtaJoint CEOs @ Social Wavelength
Email: [email protected]: +91-98210-89388
Email: [email protected]: +91-98200-40918
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