Markigence Communications | Casestudy

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

Presented by:

Markigence Communications Pvt. Ltd.

411-412, Ansals Majestic Tower, Vikas Puri, New Delhi -110018, India

Tel: +91-11-45527530 | [email protected] | www.markigence.com

Case Studies | Social Media Marketing


Key Clients



Challenge Results

• Revive brand recall value & market positioning through social media

• Target the youth between 18-28 years.

• Built a community of 20,000 members in 9 weeks; current count 50,000 +

• Re enforced the brand recall around the theme of Stop@Nothing with regular wall posts , contests, apps, & viral videos

1 2


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

3


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 25, 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



Challenge Results

• Revive brand recall value & market positioning through social media

• Target the youth between 18-28 years.

• Built a community of 72,000 members in 3 months; current count 75,000 +

• Re enforced the brand recall around the theme of “Take a fresh view of life” with regular wall posts , contests & applications.

1 2


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

3


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 the 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 CTD’s

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

• Received huge response, winner was chosen from facebook itself

• The chosen name for the CTD’s was HOTTIE and NOTTIE


Other applications; Based on Hottie and Nottie



Challenge Results

• To educate the customers about the brand

• Increase brand awareness

• Engage with the customers through social media platform

• Built a community of 8,000 members in 8 weeks; current count 9700 +

• Consumer engagement through interactive applications, contests and content.

1 2


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

3


Contest on World Cup


Interactive Application


Chimes Aviation Academy


Challenge Results

• To generate leads through surrogate branding

• Increase brand awareness


• Website traffic augmentation through SEO

• Built a community of 8,900 members , considering the niche group of flying enthusiasts

• Consumer engagement through interactive content and media buying.

1 2


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

3



CAA banner on


Samsung Mobile India


Challenge Results

• Collaborated with a leading digital marketing services agency for Brand promotion


• Built a community of 1,65,800 members in 3 months.

• Consumer engagement through interactive content .

1 2


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

3






Challenge Results

• Increase Brand awareness

• Brand promotion


• Website traffic augmentation through SEO

• Built a community of 13,580+ members in 8 weeks.

• Consumer engagement through interactive content and contests.

1 2


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”

3



Get Dirty Contest; Based on the concept of Dirty shoes

• It was a week long contest based 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


A Photobook by Sandeep Maheshwari


Challenge Results

• To introduce the theme and concept of the book


• Build a community of followers of the book.

• Built a community of 11,000+ members in 1 week; current count 11,300 +

• Consumer engagement through interactive contests and content.

1 2


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.

3


Caption this Contest; Based on book’s theme

• It was a week long contest based 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

• It was a week long contest based 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.

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 | [email protected] | www.markigence.com

Date post:	19-Jan-2015
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