Updated case study markigence

Case Studies | Social Media Marketing

Presented by:

Markigence Communications Pvt. Ltd.
411-412, Ansals Majestic Tower, Vikas Puri, New Delhi -110018, India
Tel: +91-11-45527530 | biz@markigence.com | www.markigence.com

Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation

Key Clients


1 2
Challenge Results

• Revive brand recall value & • Built a community of 20,000
market positioning through members in 9 weeks; current
social media count 50,000 +

• Target the youth between • Re enforced the brand recall
18-28 years. around the theme of
Stop@Nothing with regular
wall posts , contests, apps, &
viral videos


3
Strategy

•Integrated Social Media space with TV/ATL campaign of “Share Your Story” by
developing an FB app. Over 2,000 user participation, and winner chosen from FB entries

•Creating a Viral Video “A-star Heroes”; downloadables such as wallpapers

•Elevating the theme “Stop@nothing” with inspirational, knowledgeable content

•Strategic media buying to increase the community size

•Brand building exercises with regular contests, crowd sourcing, etc


Share your Story Contest; Based on the theme stop@nothing

• It was a month long contest based
on the theme stop@nothing

• Users were asked to share their
most heroic moment/story of their
life.

• Received huge response with over
2000 entries

• The best entry won a Reebok
watch.


Share your video Contest; Based on the theme stop@nothing

• It was a week long contest based
on the theme Stop@Nothing

• Users were asked to share a
video that inspires them the
most, could be a song, a movie
clip or a speech. And give it a
great caption.

• The entry with max likes and
best caption won Reebok
sunglasses.


3 day Marathon for Republic Day; Based on the theme Stop@Nothing

• A 3-day Marathon starting January
25th , was run saluting all the brave
heroes who helped give India its
identity!

• Every hour a story of an Indian
hero was posted , continuously for
three days.


PROMOTION @


Link to the Video: http://www.youtube.com/watch?v=h--_fdy2k30


1 2
Challenge Results

• Revive brand recall value & • Built a community of 72,000
market positioning through members in 3 months; current
social media count 75,000 +

• Target the youth between • Re enforced the brand recall
18-28 years. around the theme of “Take a
fresh view of life” with regular
wall posts , contests &
applications.


3
Strategy

•Contests on Facebook on themes varying from Guess who’s COMING ALIVE? to
introducing and naming CTDs- Hottie and Nottie.

•Follow through on TVC – with promotional videos, contests and other activities
revolving around the CTDs.

•Ran a campaign where the CTDs went missing. The hi-tech characters had to be found to
win a cash prize worth Rs. 1,00,000

•Ran a promotional campaign (application based)around World Cup- Become part of
Hottie or Nottie squad

•Interactivity on popular blogging sites and forum discussion participation


Guess who’s coming alive Contest; Based on the theme ‘Come alive’

• It was a pre launch teaser
campaign based on the new theme
‘Come Alive’

• Was executed when the new Estilo
was about to be launched.

• Users were given hints and asked
to guess who was coming alive?

• Everyday Estilo t-shirts were given
to the closest guess


Conducted a series of contests combining with the ATL activities with huge
participation


Find the missing Hi-Tech Characters Contest

• Users were given hints on
Facebook and asked to spot the
missing hi -tech characters.

• The one who could spot them
won a cash price worth Rs.1 lac


Name to Fame Contest; Based on naming the CTD’s.

• It was a month long contest based
on naming the CTDs

• Users were asked to give the
characters a funny, cute or an
innovative name.

• Received huge response, winner
was chosen from Facebook
interaction

• The chosen name for the CTDs was
HOTTIE and NOTTIE


Other applications; Based on Hottie and Nottie


1 2
Challenge Results

• To educate the customers • Built a community of 8,000
about the brand members in 8 weeks; current
count 9700 +
• Increase brand awareness
• Consumer engagement
• Engage with the customers through interactive
through social media platform applications, contests and
content.


3
Strategy

•Consumer engagement through:

•Contests on Facebook on related themes like current world cup theme

•Everyday wall posts :
Brand centric
Theme centric-Trust and dependability

•Interactivity on popular blogging sites

•Developing interactive applications like CAROLOGY, Love-o-meter


Contest on World Cup


Interactive Application


Contest on World Family Day


Chimes Aviation Academy


1 2
Challenge Results

• To generate leads through • Built a community of 8,900
surrogate branding members , considering the
niche group of flying
• Increase brand awareness enthusiasts

• Engage with the customers • Consumer engagement
through social media platform through interactive content
and media buying.
• Website traffic augmentation
through SEO


3
Strategy

•Word of mouth marketing: Surrogate Branding

•Generated constant user engagement with an average interaction per post of more than
70 which includes comments, likes and wall posts

•Frequent user comments on wall posts and photos with 34 as an average comment per
post

•Created a banner on LinkedIN

•Lead Generation of 53 flying enthusiasts, achieved without any media buying and only
through word of mouth marketing

•Successful conversion of 3 such enthusiasts joining CAA


CAA banner on


Samsung Mobile India


1 2
Challenge Results

• Collaborated with a leading • Built a community of 1,65,800
digital marketing services members in 3 months.
agency for Brand promotion
• Engage with the customers through interactive content .
through social media platform


3
Strategy

• Developed engaging contest that involves constant user communication

• Surrogate Brand Promotion of Samsung’s Mobile’s latest offerings

• Sharing of Videos, Images and interactive content about celebrities across different
genres


1 2
Challenge Results

• Increase Brand awareness • Built a community of 13,580+
members in 8 weeks.
• Brand promotion
• Engage with the customers through interactive content
through social media platform and contests.

• Website traffic augmentation
through SEO


3
Strategy

•Brand building exercises with regular interactive content, contests, crowd sourcing, etc


•Strategized various contests to increase interaction with the audience around “Dirty
Shoes”, “The new F/W Campaign” and “Diwali”


Get Dirty Contest; Based on the concept of Dirty shoes

on the concept of Dirty shoes.

• Users were asked to post a picture
of the dirtiest pair of shoes they
posses and give it an interesting
caption.

• Three entries with dirtiest shoes
and interesting captions won
Tresmode vouchers.


Innovative showcase
of the Fall/Winter
collection
2011-2012


Tempt us Contest; Based on the F/W campaign- ‘Tempting you’

• It was a 4 day contest based on the F/W
campaign ‘ Tempting You with Tresmode’

• Everyday a picture from the campaign
was posted along with a hypothetical
situation built over it

• Users had to come up with interesting
answers to the given situation


Received great response with
huge participation


Diwali Contest; Based on celebrating the ‘Spirit of together ness’

• It was a week long contest
during Diwali

• Users were asked to upload their
picture along with their loved
ones, tag them and write special
Diwali message

• The most creative entry won
Tresmode voucher


Tresmode E-Store; Exclusive discount for facebook fans

• An exclusive offer was launched
for Tresmode fans

• Facebook fans were offered a
special discount of 10% on
purchase from the website.


Picbadges; Based on New Year Resolution

• It was implemented on the
occasion of New Year’s

• Badges were created in a manner
giving the brand visibility

• Users could choose from various
fun badges and upload on their
profile picture.

• Lead to a great viral effect.


Badges


Just paired Contest; Based on celebrating the ‘Valentines day’

during Valentines

• Users were asked to like and
caption the best pair out of
three options given

• The most creative entry for each
pair won Tresmode vouchers


Bond of Love Contest; Based on celebrating the ‘Mother’s day’

during Valentines

• Users were asked to choose
the best pair for their Mother
and dedicate their wishes to
her

• The most creative entry for
won Tresmode voucher for
her Mother


A Photobook by Sandeep Maheshwari


1 2
Challenge Results

• To introduce the theme and • Built a community of 11,000+
concept of the book members in 1 week; current
count 11,300 +
• Engage with the customers
through social media platform • Consumer engagement
through interactive contests
• Build a community of and content.
followers of the book.


3
Strategy

•Introducing the concept of photobook with regular interactive content, contests, crowd
sourcing, etc


•Strategized various contests to increase interaction with the audience around the
theme of the book to connect with the them.


Caption this Contest; Based on book’s theme

on the books theme “Bring out
the child in you”

• Users were asked to caption the
given picture and get max
votes(likes) on their entry

• The entry with maximum no of
likes won an iPod Touch


Blast from the Past Contest; Based on book’s theme

on the theme “Bring out the
child in you”

• Users were asked to upload their
childhood pictures and caption
them

• The entry with best picture and
caption was made the profile
picture for two days.


1 2
Challenge Results

• To introduce the brand in the • Built a community of 5,000+
online space. members in 1 week; current
count 12,000 +
• Engage with the customers
through social media platform • Consumer engagement
through interactive contests
• Build a community of and content.
followers for the brand


3
Strategy

•Positioning the brand as a cool, fun thing that people aspire to be with regular
interactive content, contests, crowd sourcing, etc


theme of the Brand to connect with them.


Predict to Win Contest; Based on the theme of IPL

on the theme of IPL

• Users were asked to predict the
highest number of runs to be
scored by a batsman in the
evening matches everyday.

• The entry with exact prediction
won Reebok T-Shirts


“Naam Do Inaam lo” Contest; Based on brand’s theme

• A contest based on naming the
newly introduced flavour

• Users were asked to name the
new citrus flavour mouth
freshener

• The most interesting, creative
and whacky entry won Cool Lip
merchandize


“Sport a Cool Caption” Contest; Based on brand’s positioning

• A contest based on captioning a
new unique picture everyday
using the word ‘Cool’

and whacky caption entry won
customized Cool Lip
merchandize.


1 2
Challenge Results

• To introduce & promote the • Built a community of 3500+
brand’s services in the online members in 2 weeks
space.
• Engage with the customers through interactive contests
through social media platform and content

• Build a community of • Website traffic augmentation
followers for the brand


3
Strategy

•Dishonwish is an online food delivery portal with its services in Mumbai and Gurgaon.

•Introduce the brand’s services with fun, interactive content.


theme of the Brand to connect with them.


“Spice up your Dish” Contest; Based on brand’s theme

• A contest based on brand’s
theme: Dish on wish

• Users were asked to name a dish
and add an interesting extra
ingredient to that dish and name
the new dish

and whacky entry won food
vouchers.


“Food for Nation” Contest; Based on brand’s CSR initiatives

• A contest where users were
asked to state any societal issue
and come up with an
appropriate solution

• The entry with maximum likes
won food vouchers.


Thank You

Divya Chawla
#+91-989940774
Markigence Communications Pvt. Ltd.
411-412, Ansals Majestic Tower, Vikas Puri, New Delhi -110018, India
Tel: +91-11-45527530 | biz@markigence.com | www.markigence.com

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