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SOCIAL MEDIA CASE STUDY
| Date post: | 08-May-2015 |
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Documents |
| Upload: | socialsamosacom |
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Objectives
o To create the awareness of WeChat messaging service in India, especially among the youth, which is already hooked to other competitive apps
o To increase the interaction among existing fans and reach out to a younger audience
o To get new users to download the WeChat application through social media
Strategy
o WeChat India is a mobile social messaging communication service that allows users to connect with friends across different platforms
o The WeChat application is available for different platforms such as Android, iOS, Windows, Symbian, Blackberry etc
o In a competitive world of Social Messaging Service, most of the young audience is hooked on to online chat applications
o The brand wanted to create a strong presence in the already crowded market of mobile social messaging apps
o The upcoming movie Matru Ki Bijlee Ka Mandola had a huge youth following which also happens to be the brand TG
Strategy
o Using the release of the movie Matru Ki Bijlee Ka Mandola, a campaign was launched by brand WeChat
o The strategy was to use the movie to connect with the young audience and engage them in a fun contest
o The contest was run across Facebook and Twitter
o The focus of the contest was on receiving the answers from the audience via WeChat only and in the process get participants to also use the WeChat application
o 4 winners stood a chance to meet the starring celebrities of the movie, Imran Khan and Anushka Sharma
Activities - Facebook
The campaign was run on WeChat Facebook page which had close to 380,000 existing fan base. The brand would ask its fans questions related to the movie Matru Ki Bijlee Ka Mandola
Activities - Facebook
In order for the participant to be eligible to win, he would have to send the answers only on WeChat IDs. The participant connect with the WeChat account of Matru and Bijlee and send
their answers on these IDs only.
Activities - Facebook
The participants can add the IDs to their account by using the QR code. The QR Codes were also displayed in Malls across Gurgaon.
Activities - Twitter
The Contest was also promoted on Twitter using the hashtags #WeChatMagarPyaarSe and #MatruOnWeChat
The users follow WeChat India twitter handle and re-tweet the ones with #MatruOnWeChat to win 20 movie tickets
Results
Date Facebook Total Growth
Total Engaged
Users
Total Impressions
Campaign Start
Jan 3rd 3,77,061
28784 69,627 5638182Campaign End Jan 11th 4,05,845
o The campaign was run for a week across Facebook and Twitter
o The contest post generated lot of buzz through comments and likes
Results
o The hashtag #WeChatMagarPyarSe was used to promote the contest and engage the audience
o The hashtags reached generate over a million impressions and reaching out to over 150k followers
Conclusion
o The campaign created a huge buzz among the young audience on Facebook and Twitter
o The Facebook page garnered over 28,000 new fans
o The Twitter engagement helped the brand reach out to over 150,000 followers and engage with them
For more information, contact:
Sanjay Mehta/Hareesh Tibrewala Joint CEOs @ Social Wavelength
Email:[email protected]: +91-98210-89388
Email:[email protected]: +91-98200-40918
THANK YOU
