Digital Experience Marketing Project Report

SPOOF AND THE CITY DIGITAL
CAMPAIGN REPORT
For Digital Experience Marketing
by Dr. TapanK. Panda
01/04/14
Submitted by GROUP 8
Deepak C.Elias[ FT 14318 ]
D. Vinoth Kumar [ FT 14185 ]
Swaroop Johnson [ FT 14177 ]

Table of Contents
Theme of the Campaign............................................................................................................... 2
Mission........................................................................................................................................2
Key Objectives.......................................................................................................................... 2
Media Plan..................................................................................................................................3
Message......................................................................................................................................4
Whattay Cupidity!..................................................................................................................... 4
Identify the Brand Contests - Facebook...................................................................................... 5
Identify the Movie Contests - Facebook...................................................................................... 7
Theme Days - Facebook............................................................................................................. 8
User Generated Content – Facebook.......................................................................................... 9
Mash-Up Videos – Facebook.................................................................................................... 10
Other Spoofy Content – Facebook ........................................................................................... 11
Milestones & Occasions Celebrated!........................................................................................ 12
HashTags................................................................................................................................ 13
Youtube videos....................................................................................................................... 14
MBA philosophy Spoofs – Twitter............................................................................................ 14
Campaign execution plan........................................................................................................... 16
Our Campaign plan for Facebook............................................................................................. 17
Measurement............................................................................................................................ 18
Benchmarking......................................................................................................................... 18
Page Insights .......................................................................................................................... 19
Viral Reach.......................................................................................................................... 20
People Talking about Campaign ........................................................................................... 20
Content Analysis:.................................................................................................................... 21
Using the free software tool http://freeanalytics.komfo.com/#/report................................... 21
Using Simplymeasured tool.................................................................................................. 24
Benchmarking with some of the other pages............................................................................ 25
Engagement Reports:.............................................................................................................. 26
User Generated Content: ........................................................................................................ 31
Facebook Insights ................................................................................................................... 36

Themeof theCampaign
Parody advertisingandcontentsharing is the main theme of our social media campaigncalled “Spoof
andthe city”. The name Spoofand the city is a fictitious nameinspired by the popular American
Television sit-comcalled Sex and the city.
Mission
Spoofand the City is a community where usersget to view & share pictures, and videoswith an
underlyingtheme of "spoof" which can be related toeveryday happenings, brands, advertisements,
popularmovies.
Key Objectives
 Platformto encourage creation andsharingofparody content.
 Create awareness abouttheexistence of a social profile for Spoofs
 Create andnurture afan-base
 Increase the reach ofindividualposts
 Empower the follower to generate their own content – User GeneratedContent [UGC]

Media Plan
 www.facebook.com/spoofandthecity
 Primary Media forcommunication
 Postingsevery day. #Spoofied #Spoofys
 Engagementthrough“Complete the dialogue”, Mash-ups, Identify theBrand/
Moviecontestsetc
 https://twitter.com/Spoof_City
 Linked toFB
 Contestslike MBA Jargoncompetitionslike ‘MBA- Married But Available’ and
EBIT – EarningBetter in IT
 https://www.youtube.com/channel/UCwkZjYjtlQctgYgLlLdZE5A
 Created Video MashUp
 Liked similar videos andsharedthem – BrandSpoofsesp.
 UsedQR codes andstuck them across campustopublicise Spoof & the City
Other Mediaused were (sparingly)
spoofandthecity@gmail.com
Flickr - User ID - Spoof_and_the_City
http://spoofandthecity.wordpress.com/
http://www.pinterest.com/spoofandthecity/

Message
Spoofsof Brands, moviesand current affairs were sharedusing
 Photos
 Videos
 Competitions
 User Generated Content
 Theme Days
 HashTags- #Spoofys#Spoofied
Whattay Cupidity!
Launchof the page was donein stylethrougha competitioncalled Whattay Cupidity
Userswere asked tospoof their friends as superheros andthen postin commentsection what they
think their friends woulduse as a pick up line on Valentine’s Day. This was successful in creating the
initial buzzduringlaunch of the FB page.
Someof the UGC asunder

The link to the aboveUGC -
https://www.facebook.com/media/set/?set=a.1407997576118305.1073741831.1406687746249288
&type=3
Identify the Brand Contests - Facebook
 Userswere asked toidentify the brand from a list spoofedbrandlogos.
 They were encouragedto use the hashtag #Spoofies
 A totalof 6 contests were held in the 45 day period.
 The winner was acknowledgedon ourFacebook page

The Links
&type=3
&type=3
&type=3
&type=3
&type=3
&type=3

One of the winners
One of our most active fans was mentioned on our FB page!
Identify the Movie Contests - Facebook
 Userswere asked toidentify the movie from a list spoofedmovieposters.
The Links
&type=3
&type=3

Theme Days - Facebook
 Contentpertaining spoofsby Mr. Bean, Legos, Minions, Amul andOscars were uploadedon
particular days
&type=3
&type=3
&type=3
&type=3
&type=3

User Generated Content – Facebook
 Users postedcontent onour FB page too

Mash-Up Videos – Facebook
 Videos garnered the mostno. of views onour FB page. Some of them were original mash-ups
andothers were borrowed. Links tothe same as under
https://www.facebook.com/photo.php?v=1421519504766112&set=vb.1406687746249288&type
=3&video_source=pages_video_set

Other Spoofy Content – Facebook
 Someother Timeline photoswere

Milestones & Occasions Celebrated!
Milestonesin terms of number of likes were celebrated with the users

Celebrating Holi
HashTags
#Spoofys#Spoofiedwere usedto create engagementin the variousplatforms. The following
summary wascreated usingtagboard.com

Youtube videos
Videos were liked based onthe theme of brand andmovie spoofs. Thevariouslinks were
https://www.youtube.com/watch?v=uEnHj8800dg
https://www.youtube.com/watch?v=pJoXAVlwecI
https://www.youtube.com/watch?v=VUGgRmMH2TA
https://www.youtube.com/watch?v=odBDAcOEKuI
https://www.youtube.com/watch?v=EaW6IiWKHAk
https://www.youtube.com/watch?v=xG0JaYK7MmU
https://www.youtube.com/watch?v=cl_mX4xbUqY
https://www.youtube.com/watch?v=bQtVKpX8-dk
https://www.youtube.com/watch?v=Cj9gaoBl0ws
https://www.youtube.com/watch?v=j7yGC-Uijmc
https://www.youtube.com/watch?v=7wZ_HIFpHbU
https://www.youtube.com/watch?v=VhtHplCqNSc
https://www.youtube.com/watch?v=x_cXVd7Ov_0
https://www.youtube.com/watch?v=xSX49qfPFo4
https://www.youtube.com/watch?v=EMlpiey20b8
https://www.youtube.com/watch?v=e4lRXxANBjU
https://www.youtube.com/watch?v=tNxDd3l0lEU
https://www.youtube.com/watch?v=onv2LnzHm9g
https://www.youtube.com/watch?v=oRYI8DKZTsA
https://www.youtube.com/watch?v=HeANRQBz0Yw
https://www.youtube.com/watch?v=WjYvvY3zmnE
https://www.youtube.com/watch?v=3qleaJe35U0
https://www.youtube.com/watch?v=4Qub4V6QqQc
https://www.youtube.com/watch?v=Miq6irsNw0s
https://www.youtube.com/watch?v=bxJbEMu-DCw
https://www.youtube.com/watch?v=X0H5nC9xEIM
https://www.youtube.com/watch?v=zxq4ziu-wrI
MBA philosophy Spoofs – Twitter

Campaignexecution plan
Detailed campaignplan was plannedfor Facebook as a primary platformfor engagementand seeding.
Twitter was usedto create a buzzwith contests. Youtubechannelwas used topromotesexisting
parody contentwhile Facebook Videos were usedto create original spoofcontent by the team
Action type Action Details Time
Facebook
Increase “like count”
Create buzz on special
occasion like
Valentines Day
One time activity
Increase Engagement
and Reach
Contests like Identify
the Brand and Identify
the Movie Contests
along with Theme
days.
Once every week
atleast
Post content
Photos, Videos, Mash-
Ups
Half hour per day
Increase Reach
Post Content on
relevant FB Pages
Half Hour, Twice a
week
“Like” fan pages
Search for relevant
pages to receive
updates
20 minutes per day
Twitter
Post content
Contests like Create
MBA Jargons
Thrice every week
Increase Engagement
and Reach
Share them on our
primary platform
Auto-Link
YouTube
Post content
Identify Spoofy
Material and favourite
and share them
Twice every week
Increase Reach
Share them on our
primary platform
Auto-Link

Our Campaign plan for Facebook
Media 9-Feb 10-Feb 11-Feb 12-Feb 13-Feb 14-Feb 15-Feb 16-Feb 17-Feb 18-Feb
19-
Feb
20-
Feb
21-
Feb
22-Feb
23-
Feb
24-Feb 25-Feb
Facebook
Create
ID -
Done
Complete
Profile
Change Profile
& Cover Pics
Make relevant
folders of
pictures &
posters
Follow
relevant
communities
Finish
Interlinking ID
Valentines day
competition - Be
my valentine
Valentines day
competition - Be
my valentine
Identify the 10
Movies
competition
1
Identify the 10
Movies
competition
1
Identify the
Brand
Competition
1
Idenitfy
the Brand
2
Minion
Day
Video
Day
Video
Day
Idenitfy
the Brand
3
Video
Day
Normal
Share
Normal
Share
Media 26-Feb 27-Feb 28-Feb 1-Mar 2-Mar 3-Mar 4-Mar 5-Mar 6-Mar 7-Mar 8-Mar 9-Mar 10-Mar 11-Mar 12-Mar 13-Mar 14-Mar
Facebook
Normal
Share
Amul
Posters
Normal
Share
Normal
Share
Normal
Share
Identify the
Brand
Competition
4
Brand
Evolution
Normal
Share
Normal
Share
Normal
Share
Amul
Posters
Amul
Posters
Identify the
Brand
Competition
5
Brand
Evolution
Identify the
Brand
Competition
6
Identify the
Brand
Competition
7
Amul
Posters

Measurement
Benchmarking
Tool Used:http://barometer.agorapulse.com/page
We compared the performance of our campaign’sfacebook page with the average performance of other
6,675 pagesthathaveused barometertool and below are the results.
Spoofand the city metrics are in black andaverage performance is in orange.
FansReached: Engagement:
People Talking aboutthis Viral Reach

Organic Reach CTR
Except the people talkingaboutmetric, Spoofand the city campaignhas been aboveaverage in all other
metrics when compared with the other 6.5k Facebook pages.
Page Insights
Spoofand the City campaign startedon 14th
of February.
Organic Reach: The organic reach has been consistently abovethe average of other similar pages (pages
with less than 1000 fans).

Viral Reach
Viral reach has consistently outperformedtheaverage performance of othersimilar pages.
People Talking about Campaign
This metric has slightly startedtapering towardsthe average performance. Fora considerabledurationof
the campaignpeople were talking aboutthe campaign“Spoof andthe City”.
Campaign
starts
Campaign
starts

ContentAnalysis:
Using the free software tool http://freeanalytics.komfo.com/#/report

Using Simplymeasured tool
https://app.simplymeasured.com/viewer/k67icbdacn5ykxu3qgxk49cx6qm36d/1853263

Benchmarking with some of the other pages
Period 03/16/2014- 03/30/2014

Facebook Insights
Facebook Likes
Reach: Mostof the postshave garnered morethan 500+views
Posts withhighest Reach: 3100 people andclose to1000 people engaged by a single post.

Non-Fansreachedby a Post:
Demographics

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