Red Ink Awards 2017 organised by Mumbai Press Club is an annual awards that celebrates the undying spirit of journalism. AGENCY09 was appointed to amplify the event in the online space to ensure they get more entries than last year and also cover the essence of the event to make it a strong talking point in the national media. This case study showcases, a unique attempt with the help of creatives and classic planning. Write to us - info@agency09.in

2. Case #27 – MUMBAI PRESS CLUB
Services –
- Social Media Optimization
- SMM
- Website Maintenance
- Event Coverage on Digital
Duration – 100 Days
Major Platforms – Facebook & Twitter

3. Journalism is
Literature in a
Hurry.

4. Kind of Literature that brings out
VALUED INFORMATION…

5. Literature that Speaks
REALITY…

6. Literature that
brings out
A PERSPECTIVE…

7. Literature that makes
HEADS TURN…

8. Literature that comes with an effort of
Thinking
Believing
&
Doing the Right Thing

9. Something that we believe in too.
Because, we understand the hard work that goes behind
Breaking News

10. Mumbai Press Club
Presents

11. Celebrating the Undying Spirit of
JOURNALISM

12. The Mumbai Press Club,
which has instituted the
RedInk Awards, went all out
to seek entries from the
JOURNALISTS all over the
country in video, digital
and print formats.
Entries were read and
classified over 4 weeks by
curators selected for each
of the 10 award categories.
The brief
Pur Job – Amplify the Event

13. Platforms chosen for COMMUNICATION…

14. Online campaigns at
#RedInkAwards17

15. Registration Campaign

16. Registration Campaign

17. Registration Campaign

18. North East & Maharashtra Registration

19. Calling for entries

20. #DecodeChange

21. #DecodeChange

22. Category Promotion

23. Category Promotion

24. Category Promotion

25. Category Promotion

26. Contest Post

27. Countdown to the day

28. Introducing the Jury

29. Congratulating the winners

30. Congratulating the winners

31. Other Posts -1

32. Event info

33. Thanking the sponsors

34. Beyond the awards

35. Looking at the Performance

36. Facebook Live Video Analysis

37. Top Performing Post
#RedInkAwards2017 LIVE VIDEO
Out of 6,76,016 people reached we had 98824 unique users who generated 1,01,559 views

38. Top Performing Post
Gurbir Sir Live Video from MPC
Out of 17,869 people reached we had 103 unique users who generated 111 views

39. Native Video Upload – Gulzar

40. Top Performing Post
Gulzar #WhoElseButYou Video
Out of 5,14,684 people reached we had 1,17,423 unique users who generated 1,28,956 views which is
more than the Facebook Live Video.
This can be due to celebrity included in the video.

41. Top Performing: Native Posts

42. Top Performing Posts: Contest Post
Out of 43520 people
reached we have 17248
engagement. Average
engagement each reach is
0.39

43. Top Performing Post: #RedInkAwards2017
Winners
Out of 12,778 people
reached we have 1,439
engagement.
Average engagement per
reach is 0.11

44. Increase in Page Likes
Number of page likes increased by 31,208 in one day with help of Facebook

45. Maximum Paid Reach
Our reach ascended to 4,22,387 Paid Facebook users on 7th
June on the
FB Live Post

46. Maximum Organic Reach
Our organic reach ascended to 9,357

47. Gender & Age Bifurcation of Captive Audience
Largest Audience comprises of Men in 18-24 Age Group
Although this age group is not really the ideal audience for MPC. This can be due to the like campaign done
by Facebook
This statistic could be the outcome of Facebook’s page like increase targeting.

48. Geographical Breakdown
Highest Number of fans are present in Calcutta

49. Although high numbers were achieved on Facebook,
thanks to the tie-up, we achieved some pretty amazing numbers on Twitter as well.
Let us have a look:

51. Twitter Summary
Apr-Jun

52. Top Performing - Maya Mirchandani Winner Tweet

53. Top Performing Tweet - Abhisar Sharma Winner Tweet

54. Top Performing Tweet: Countdown Post

55. Top Performing Tweet: Campaign Post

56. Impressions Earned On The Page
Highest Impressions received on 7th
June
Insight: Gained 69,276 impressions on 7th
June and 63,807 on
8th
June
Impressions can be defined as
Eyeballs received.

57. Twitter Engagement Summary:
Engagement rate can be defined as the
ratio
Of followers that have liked or
commented.
Link clicks can be defined as the
clicks on the
Description which contains the
website link.
Gained 78 clicks on 7th
June and 69 on
8th
June.

58. Twitter Engagement Summary
Got 182 re-tweets on 7th
June and 99
on 8th
June
Got 392 likes on 7th
June and
266 likes on 8th
June

59. Twitter Trending

60. Twitter Trending Statistics
The hashtag
#RedInkAwards2017
was trending on
twitter on 7th
June &
8th
June as well -
A whole day after the
event!

61. Twitter Trending Statistics
The event was
trending in India on
7th
June, during the
event, without any
paid amplification.

62. Twitter Trending Statistics
This is the impact made by the hashtag #RedInkAwards2017

63. Twitter Trending Statistics
A total of 72 top-tweets on 7th
June with #RedInkAwards2017
helped amplify the reach.

64. Legend

65. Social Media Summary – 1
Performance Total Numbers
Parameters Details
Facebook Twitter Instagram Cumulative
Mar-Apr Apr-June Mar-Apr Apr-June Apr-June Mar-Apr Apr-June
A B C D
No of Posts
Total Posts Per
Medium
18 50 15 113 38 33 201
Amplificatio
ns
Retweets, Reposts,
Shares
5 472 85 433 0 90 905
Conversation
s
Comments, Replies,
Mentions
1 454 0 109 0 1 563
Applause
Likes, Hearts,
Reactions
57 6671 21 830 151 78 7652
Clicks (All types of clicks) 74 31185 80 2910 0 154 34095
Fans
Total Likes,
Followers,
72 31208 62 140 52 134 31400
Reach
(Impressions / Reach
- Inclusive of ADs)
48793 1364823 6730 291387 1242 55523 1657452
We make numbers look meaningful and beautiful
Get in touch with us
022 - 26440909|+91 98921 08119
info@agency09.in

66. Social Media Summary – 2
Average : This segment signifies per post values
Parameters Details
Facebook Twitter Instagram
Mar-Apr Apr-June Mar-Apr Apr-June Apr-June
A B C
No of Posts Total Posts Per Medium 1 1 1 1 1
Amplifications Retweets, Reposts, Shares 0.3 9.44 5.67 3.83 NA
Conversations
Comments, Replies,
Mentions
0.06 9.08 0 0.96460177 0.96
Applause Likes, Hearts, Reactions 3.2 133.4 1.40 7.35 7.35
Clicks (All types of clicks) 4.1 623.7 5.33 25.75 NA
Fans Total Likes, Followers, 4.0 624 4.13 1.24 NA
Reach
(Impressions / Reach -
Inclusive of Video Views)
2710.7 27296.5 448.7 2578.65 2578.6
We make numbers look meaningful and beautiful
Get in touch with us
022 - 26440909|+91 98921 08119
info@agency09.in

67. Summary
• Average Like per Post was 133
• 1 post reached 27k people on Facebook
• Total Social Media reach was around 2 million
• 30K fans were added during the tenure with paid activity
• More than 300 Users were interacting LIVE on twitter during the
Event
• We received more than 1.3 million impressions on the day of the
event
• More than 50+ tweets helped amplify the reach of the Hashtag
#RedInkAwards2017 on 7th June, 2017
• #RedInkAwards2017 was trending on twitter on 7th June & 8th June
as well. A whole day after the event!
We make numbers look meaningful and beautiful
Get in touch with us
022 - 26440909|+91 98921 08119
info@agency09.in

68. The Team
Lead Connector – Mayura Amarkant
Strategy – Gautam Anand
Conceptualization & Copy – Dhritiman Bhaumik
Art – Rakesh Gawas | Chaitali Patil | Aditya Jadhav
Account Executive – Yogendra Vishwakarma

69. 201 - 202, A Wing, Second Floor, Rizvi Palace, Off Globus, Hill Road, Bandra W, Mumbai-400050. India
022 26440909 | +91 98921 08119 | info@agency09.in
www.agency09.in | Facebook | Instagram | YouTube |
Slideshare