Case Study - ITC Classmate ‘Cover Hunt’

One of a Kind Objectives

Driving the brand thought of 'Because You Are One Of A Kind'

Create User Generated Content by encouraging students to be unique, one of a kind

Build an idea bank for Classmate Notebook covers for us to draw from for future covers

Increasing the fan base on social media

The three-pronged Strategy

Facebook-Twitter-Rivokids

• Extensive promotion on Facebook

• Followed by buzz on Twitter

• Targeting specific target group on Rivokids

Ready for the Hunt?

• The ITC Classmate Cover Hunt campaign started from

July 2014 and ended in September 2014.

• It was divided into 4 phases

Phase 1: Submission of entries.

Phase 2: Showcase 10 cover designs selected from each zone (North, South, East, West)

Phase 3: Out of the 40, 15 designs up for voting (on Facebook Tab). 15 cover designs selected.

Phase 4: 5 winners decided on uniqueness, creativity and votes.

Buzzzzzzzzzzz

Pre-buzz

Buzz #1 - Facebook Update

Update creating the hype for the cover hunt.

Buzz #1 - Facebook Update

• The cover hunt generated excitement with this update. It evoked a

YES response and helped spread the word about Class Cover Hunt.

Buzz #2 - Cover Photo changes

• The campaign was kicked off with a change in the cover photo on

Classmate’s FB page.

Buzz #3 - Twitter Updates

Buzz #4 - Rivo Kids is on fire

Classmate Cover Hunt On Rivo Kids Live – 11th June 2014

Rivo Kids – Contestants Gallery

The Hunt begins…

Phase 1

Phase 1: Submission of entries.

Hunt #1 – Cover Hunt Video

Video explained the contest

Hunt #2 - Cover Photo updated

Hunt #3 – Facebook refreshed

…Facebook refreshed

…Facebook refreshed

Total Shares: 213Total Comments: 617

Total Likes: 52,111Total: 52,941

Total Updates: 21

Positives on Facebook

Hunt #4 - Twitter was Updated

Twitter Updates

Total RT: 271Total Favorites: 438

Couldn’t cover the excitement on Twitter

Entries poured in from all corners

Oh how tough it was…

• Top 40 entries were selected from the total no. of entries

received.

• The shortlist comprised of 10 entries from each zone:

North

West

South

East

Report Card

• Facebook: till submission of entries

Total Updates: 21

Total Likes: 52,111 Total Shares: 213Total Interactions:

52,941

10/10

Phase 2

Showcase 10 cover designs selected from each zone

(North, South, East, West)

• The Entries Gallery showcased the selected designs

Entered the Hot zone

Report Card

• Facebook: till announcing of Top 40 shortlisted winners

Total Updates: 14

Total Likes: 1951Total Comments:

489Total Interactions:

2490

Vote for the Best

Phase 3

Out of the 40, 15 designs up for voting (on Facebook Tab). 15 cover designs selected.

The excitement reached a crescendo

• List of the Final Top 15 contestants was released.

How the Tab looked at this stage…

Too good to be true

The Hunt is rewarded

Phase 4

5 winners decided on uniqueness, creativity and votes.

5 rejoiced… 5 Classmate covers booked

• Voting was initiated for

the Top 15 contestants.

• 5 winners were decided

on uniqueness, creativity

and Facebook votes.

The Final Report Card

RESULT

Happy times ONLY

• The contest has helped grow the brand’s Facebook fan base

exponentially as it was open for fans only.

1484

17965

Facebook Twitter Rivokids

ITC Classmate Cover Hunt Entries

Thank You

Call: (022) 26472061 / 0454 www.windchimes.co.in | contactus@windchimes.co.in