For Vogue Eyewear’s ‘Guess Who?’ campaign, Brandmovers developed the world’s largest fan generated mosaic with 20,000 tiles, which once filled, revealed the new face of Vogue

1. VOGUE EYEWEAR-
CAMPAIGN CASE STUDY REPORT
Brandmovers IN

2. Brandmovers INWorld’s Largest Fan Generated Mosaic
Objective:
• Reveal the new face of Vogue Eyewear India in a manner that would strike a chord
with the target audience and generate significant buzz
Idea:
• Use digital as the primary medium to unveil the new brand ambassador
• Build the World’s Largest Fan Generated Mosaic in order to do this
• Supplement the mosaic with 4 Twitter activities which would enable the brand to reach
out to the TG
• Rope in influential bloggers to help boost the campaign

3. Brandmovers IN
KEY ACHIEVEMENTS

4. Brandmovers IN
The World’s Largest Fan Generated Mosaic was
built with over 20,000 unique entries
• The microsite where
the mosaic was
housed received a total
of 40,216 page views
• Out of these 26,620
were unique
• While there, visitors
spent an average of
over three minutes on
the site
•Over 9,000 people
liked the microsite by
connecting with their
Facebook profiles

5. Brandmovers IN
700
2,665
0
500
1000
1500
2000
2500
3000
3500
Before After
Twitter Followers
238%
Twitter followers shot up by 280% and Facebook
Fans in India increased by 390%
2,000
9,800
0
2,000
4,000
6,000
8,000
10,000
12,000
Before After
Facebook Likes
390%
280%
Twitter followers of the Vogue
Eyewear handle shot up from
700 to 2,665 over the span of
one month. Special contests can
be conducted for them in the
future to keep their involvement
with the brand
The huge Indian fan base
acquired during this
campaign can be used for
promotions and contests in
the future

6. Brandmovers IN
Over 100,000 mentions and 41 million impressions
were generated over one month
0
10000
20000
30000
40000
50000
60000
Impressions
Mentions
•The campaign
garnered more than
108,000 total tweets
over the course of one
month
•It generated a total of
41 million impressions
NOTE: Mentions have been scaled down by a power of 10 and Impressions by a power of 1000

7. Brandmovers IN
Source: Twitter
All the Twitter hashtags trended despite coinciding
with events like Holi and Women’s Day

8. Brandmovers IN
The hashtags not only trended in India but also in
USA, Canada and Mexico
Source: Trendsmap
#10SongsInVogue
#IStayInVogueWith
#ForVogueEyewear
#ILoveSunglassesBeca
use

9. Brandmovers IN
Several influential bloggers were roped in for the
campaign
Followers: 84,183
Following: 1,712
Klout: 80
Fans: 30,178
Followers: 1,771
Following: 566
Klout: 66
Fans: 9,445
Followers:1,325
Following: 88
Klout: 46
Fans: 9,765 Followers:1,325
Following: 88
Klout: 46
Fans: 30,178

10. Brandmovers IN
Facebook Ad buy also gained significant
impressions and click throughs for the campaign
Source: Facebook
Metrics Performance
Number of Ad Units 78
Impressions 36,907,239
Clicks 41,637
Click Through Rate 0.11%
CPC 5.33
CPM 6.01
Actions 60,880
CPA 3.64

11. Brandmovers IN
#10SongsInVogue

12. Brandmovers IN
There were over 11,000 contributors for
#10SongsInVogue
Source: Hashtracking

13. Brandmovers IN
Deepika Padukone tweeted on the second day,
pushing the trend forward
Source: Twitter

14. Brandmovers IN
#IStayInVogueWith

15. Brandmovers IN
Several Social Media Influencers took part in the
#IStayInVogueWith contest
Source: Twitter

16. Brandmovers IN
Users liked the contest and displayed their
creativity
Source: Twitter

17. Brandmovers IN
22 different companies tried to cash in on the
popularity of #IStayInVogueWith
Source: Twitter

18. Brandmovers IN
MissMalini also took part in #IStayInVogueWith and
helped push the trend
Source: Twitter

19. Brandmovers IN
#ForVogueEyewear

20. Brandmovers IN
#ForVogueEyewear started generating buzz and
got popular very fast
Source: Twitter

21. Brandmovers IN
Fans actively engaged with the hashtag and
creatively displayed their love for the brand
Source: Twitter

22. Brandmovers IN
#ILoveSunglassesBecause

23. Brandmovers IN
#ILoveSunglassesBecause trended in major cities
in India for several hours
Source: Twitter

24. Brandmovers IN
Once Deepika Padukone tweeted, the hashtag got
a jumpstart and it continued to trend for longer
Source: Twitter

25. Brandmovers IN
Brands and celebrities took part in
#ILoveSunglassesBecause due to its immense success
Source: Twitter

26. Brandmovers IN
Three of the Top Bloggers did FB posts about the
campaign and got us additional buzz and entries
Source: Twtter

27. Brandmovers IN
Participants kept going due to the encouragement
& appreciation given by the Vogue Eyewear team
Source: Twitter

28. Brandmovers IN
Value Of Twitter Impressions

29. Brandmovers INWhat We Think Is The Value Of Twitter Impressions
CPM ($) 0.2 0.35 0.5 0.75 1 1.25
Value ($) 8,200 14,350 20,500 30,750 41,000 51,250
Value
(INR) 4,46,162 7,80,783.50 11,15,405 16,73,107.50 22,30,810 27,88,512.50
 Through the 4 Twitter campaigns we have generated 41,000,000 impressions which
can be valued at Rs.11.15L to Rs.16.73L based on the CPM of $0.5 to $0.75
Check Appendix for methodology of valuation of Twitter CPM

30. Brandmovers IN
THANK YOU

31. Brandmovers IN
APPENDIX

32. Brandmovers IN
The spikes represent tweets containing
@VogueEyewear and correspond to the Twitter activities
Source: Topsy

33. Brandmovers IN
The activity associated with #IStayInVogueWith
garnered the most impressions, a total of 18.8 million
Source: Topsy

34. Brandmovers IN#10SongsInVogue garnered over 16,000 tweets
Source: Topsy

35. Brandmovers IN
#10SongsInVogue generated over 8 million
impressions
Source: Topsy

36. Brandmovers IN#IStayInVogueWith acquired over 31,000 tweets
Source: Topsy

37. Brandmovers IN
#IStayInVogueWith garnered over 18.8 million
impressions
Source: Topsy

38. Brandmovers IN
There were more than 23,000 tweets using
#ForVogueEyewear
Source: Hashtracking

39. Brandmovers IN
#ForVogueEyewear received more than 5 million
impressions
Source: Hashtracking

40. Brandmovers IN
#ILoveSunglassesBecause acquired more than
38,000 tweets during the campaign
Source: Hashtracking

41. Brandmovers IN
This hashtag also got more than 8.5 million
impressions
Source: Hashtracking

42. Brandmovers INValuation of Twitter Impressions
Source CPM ($)
$ Value of our
impressions
INR Value of our
impressions
comScore value
of Facebook
earned
impressions 3.33 136,530 74,28,597.30
comScore
average online
cpm (Ads)* 2.48 101,680 55,32,408.80
Quora - default
recommended
CPM for
sponsored tweets 4 164,000 89,23,240
 The above numbers for global level, in India the CPM on Facebook is around $0.25
on average
 But research shows that the Twitter impressions are more valuable than Facebook
impressions since they have higher visibility
 We estimate the CPM for Twitter in India to be in the range of $0.5 to $0.75
Sources:
comScore - The Economics of Online Advertising August 2012
http://www.webpronews.com/facebook-earned-impressions-give-candidates-thousands-worth-of-free-ads-2012-05
http://www.quora.com/What-is-the-most-accurate-formula-for-calculating-earned-media-value-from-Twitter-and-
Facebook