No tv day case study

HT No TV Day- 1st June

Campaign Achievement

Facebook• No of Fans : 81,500(5000 organic)• Total Stories generated : Approx 1,30,000• Engagement on App : 3888

Twitter• Total tweets during 3 campaigns : 24,000+ tweets• Total Retweets : 2500+• Total mentions : 15,000+• Total Followers added : 550

Total Interactions across platforms- 2,74,419250% of the committed numbers

AR• Total Engagement : 16,981

Achievements- Facebook

• No of Fans added : 81,500

• No of Organic Fans : 5000 (6.53% of paid, 4-5% considered to be good)

• People Talking about the page: 68700 (21% of total fans, average 5-7% is considered good)

• Total Interaction on the page : 1,30,000(Average no taken till 2nd June)

• User Generated content : 1500+ content created by user

• Pictures uploaded by user : 1200+ on wall and application

Achievements- Facebook

Application/Tabs

• Treasure Hunt: 1148 unique users(238 users in first day without promotion)As per industry standard normally a good application gets close to 450-500 users, brand like Pepsi in one of the application got 800 users

• HT No TV Day Memories: 730 unique users, 339 photo uploadAs per the industry standard this is a very good number, 339 photo upload is on a very high side.

• Memorable Journeys : 325 unique users, 227 photo upload

• Registration Tab : 525 Registration done on FB

• I Pledge : 1100 pledges

User Generated Content To keep the user active on the page, we came up with an idea to give away prizes to themost active users and the result of that

• 1500 + entries from our users• 1200+ photo uploads• Users uploaded their own content, what they are

doing on No TV Day and their creative thoughts on how to celebrate No TV Day

Achievement- Twitter#onnotvdayiwill- Results

Achievement Twitter#htnotvday- Results

Achievements Twitter• We made 3 different terms associated with No TV Day trend #htnotvday, No TV Day & No

TV all were trending in top 10

• Trended #1 & #3 Worldwide, # 1 in India for 4 days during 28th May- 2nd June

• Trended on a day when lots of brand contests were running, along with new movie releases and TV Shows being launched which normally are hot trending topics

• More than 24000 tweets were tweeted by users in the whole campaign

• 15,000+ mentions of @htnotvday

• 2500+ Retweets on our Tweets

#htnotvday contest screenshot

#htnotvday Contest Screenshots

Even Foreign Nationals celebrated No TV Day

Digital Campaign Objective

• To make the audience on the page aware about the No TV day on ground campaign

• To engage the current FB fans in various engaging activities

• To create buzz on twitter about No TV Day

Activities PlannedFacebook• New Fan Acquistion• Treasure Hunt• No TV Day Memories• Memorable Journeys- with Malaysia Airline• Activity Tab• Activity Registration• Food Offers

Twitter• Pre Launch Campaign- #onnotvdayiwill• Launch Campaign- #htnotvday

Augmented Reality

Activity Flow on the Page

Revival of the pageWhere we were-

Fans- 243,100

What we didRegular Posts, Cover Pic, Sneak peak of

things to comeI Pledge

No TV Day Memories

Sustenance of the page

Ramping up the fan acquisitionTreasure Hunt

Most Active user Memorable Memories

Location PehchanMumbai Trivia

The Final Push

• Countdown to No TV Day• Increase in the post from 3 to 5-6 to cover as many things as possible.

• Click Upload and Win• No TV Day fan acquisition

Twitter Campaign

#onnotvdayiwill : pre-launch twitter contest to build anticipation for No TV Day (28th May, 2013)

#htgogreen : A social cause initiative to motivate people to join the Human chain on No TV Day

#htnotvday : Twitter contest to celebrate No TV Day (1 June, 2013)

Objectives

• Create Awareness about the initiative

• To leverage the already built reputation and celebrate No TV Day on 1st June

• To get maximum engagement for the #htnotvday

Snapshot of #onnotvdayiwill Trending

World Trend

India Trend

Snapshot of #htnotvday Trending

World Trend

India Trend

Augmented Reality- Mobile

Total Users 8010

New Users 3991

HT Active Old Users 2406

Point Users 1613

Total Engagement 16981