Mumbai PatrolSocial Media Campaign Report1st Feb, 2014-31st March, 2014

Introduction

A TOI initiative focusing on the city's civic, infrastructural, social and safety issues that need immediate attention

from the concerned authorities

Objectives

Aware Mumbaikars about the campaign

Generate relativeness and encourage responses

Populate Mumbai Patrol initiative among masses

Drive engagement on Social Media platforms

Campaign Summary

41 WARDS 10 TOWNHALLS

WARD-WISE UPDATES

EVENT ALBUMSWORLDWIDE

TWITTER TRENDING

Social Media Summary

• REACHED OVER 1 MILLION USERS

Facebook

• REACHED OVER 25,000 ACCOUNTS

Twitter

• GARNERED 15732 VIEWS

YouTube

Campaign Reach

Engagement• 72,560

Reach• 1,207,462

Virality• 293,819

Facebook Metrics

Average Likes per post- 77

Average Reach Per Post-10,544

Average Daily Likes on Page- 1,390

PHASE I- LAUNCH

Initial Responses from #Mumbaikars on Facebook

Within few hours of creating the page

more than 100 people voiced their

concerns

Mumbaikars’ reaction to

#MumbaiPatrol

Overwhelming response by Mumbaikars

Initial Responses from #Mumbaikars onTwitter

PHASE II- TOWNHALLS

Ward- wise Updates

A series of updates were done as per

the wards

Numerous comments were

poured within few hours of update

Mumbaikars instantly related to the campaign and started discussing about it on social

PHASE III- CONCLUSION OF #MUMBAIPATROL

A video was created to

conclude the campaign to get

attention from the Mumbaikars

towards the issues of their respective

wards.

Video Promotion

The video manage to reach more than 5 lakh Mumbaikars through

social media. Shared by over 300 Facebook

users and retweeted by over 150 tweeple

Mumbaikars gave a solution!

TWITTER CAMPAIGNGet #MumbaiPatrol trended to reach out maximum Mumbaikars through the video

Comments about the Video

More than 100 comments on

YouTube videos

Twitter Metrics

Trended for 2 hours Worldwide

Trended for 6 hours 20 minutes Nationwide

Number of tweets- 7,584

Accounts reached- 22,591

Impressions- 7,07,673

Conversations- 353

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