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Community Building & Product Launch Campaign – Bushirt.com
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1 | P a g e
Iffort Case Studies
December 30, 2011
Not to be shared or replicated without prior permission.
© Iffort
Community Building & Product Launch Campaign – Bushirt.com
Nature of Campaign:
Business to customer.
Launch Goal:
The entire launch was driven by an emotionally centric business goal and was not
just a ‘brand launch’ activity via social media.
Introduce people to a brand new T-Shirt portal but not like just another T-shirt
portal. The goal was to build a community of designers, customers and everyone
else interested in T-Shirts.
The campaign was essentially driven via social media and had a high impact in
creating a passionate community of users and also led to sales growth across the
portal.
Launch Strategy:
Involve a character to interact with people.
Engage with fans on topics on which they love to interact with.
WOW Factor: Conduct contests and campaigns which assist fans to know more
about the brand behind the community.
Stakeholders:
The stakeholders of the campaign were college students, office goers and everyone
else above the age of 16 for whom t-shirts are more than flaunting their style
statement.
Choice of channel/s: The social media platforms used for the campaign:
Facebook Twitter
2 | P a g e
Iffort Case Studies
December 30, 2011
Not to be shared or replicated without prior permission.
© Iffort
Client Background - What is Bushirt.com?
Bushirt is a place to lay hands on the coolest communication device- T-
shirts. It’s not just another portal for customized T-shirts. It’s moved
beyond customization into a realm where everything is ‘by the people, for
the people.’
Implementation:
The launch was executed in two phases:
Pre-launch Campaign
Launch specific Engagement activities
Pre-launch campaign on social channels:
The prelaunch campaign was around the tagline of the brand Bushirt i.e
‘Wear Your Emotions’.
The concept was to create a mystery around the product so that people
should guess it.
To engage with people on topics like Bollywood, politics, cricket, music etc.
on which youth generally prefer to talk.
Building a character called ‘Emotional Einstein’ who engaged with the fans
as the community manager/brand ambassador.
To integrate ‘Emotional Einstein’ in the website after its inception in the
community.
3 | P a g e
Iffort Case Studies
December 30, 2011
Not to be shared or replicated without prior permission.
© Iffort
The Beginning...
Some teaser posts on Facebook and Twitter:
Our initial focus was not around the brand per se but instead was around the core-
concept of “Emotions”.
4 | P a g e
Iffort Case Studies
December 30, 2011
Not to be shared or replicated without prior permission.
© Iffort
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Iffort Case Studies
December 30, 2011
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© Iffort
Even the games were around our core-concept:
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Iffort Case Studies
December 30, 2011
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© Iffort
The action was in full-swing on Twitter channel as well:
Contest launch...
Guess the product name - Contest on Facebook and Twitter:
The main target of the campaign was that people should guess the product
and to ask them where they would like to wear their emotions.
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Iffort Case Studies
December 30, 2011
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© Iffort
Winner announcement:
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Iffort Case Studies
December 30, 2011
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© Iffort
Initial Impact on Twitter community:
‘Think of a cool name for the character’ campaign on Facebook:
The goal of this campaign was to get a name for the community
manager/brand ambassador from the fans of the community.
9 | P a g e
Iffort Case Studies
December 30, 2011
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© Iffort
Integration of the Emotional Character in the website (back-end):
To represent a uniform look-and-feel for the brand we integrated the
emotional character in the website through a dynamic flash gallery.
10 | P a g e
Iffort Case Studies
December 30, 2011
Not to be shared or replicated without prior permission.
© Iffort
Launch Campaign:
The countdown buzz started 5 days before the launch of the Bushirt.com.
The campaign was around guessing the brand name and then launching the
brand with some special numbers - 22 August at 22:00 with 22% discount.
Countdown Buzz on Facebook:
We change the profile picture of our Facebook community every day a
week before the launch of portal. This provided a sense of fresh feel to
the community thereby generating curiosity in the target audience.
The teaser campaign was focused towards driving community to the
website on the launch-day.
To incentivize the users, the 22% discount coupon was offered to the
first 22 participants of the website i.e. on the day of the launch.
11 | P a g e
Iffort Case Studies
December 30, 2011
Not to be shared or replicated without prior permission.
© Iffort
12 | P a g e
Iffort Case Studies
December 30, 2011
Not to be shared or replicated without prior permission.
© Iffort
13 | P a g e
Iffort Case Studies
December 30, 2011
Not to be shared or replicated without prior permission.
© Iffort
First Contest: To find the unique alphabet hidden in the image
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Iffort Case Studies
December 30, 2011
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© Iffort
Second Contest: To find the unique alphabet hidden in the image
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Iffort Case Studies
December 30, 2011
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© Iffort
Third Contest: To find the unique alphabet hidden in the image and form a
brand name using the hint.
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December 30, 2011
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Last Contest: To find the unique word hidden in the TV ad and guess the brand
name.
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December 30, 2011
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Countdown Buzz on Twitter:
The Twitter handle was renamed to Bushirt once the brand name was
revealed.
18 | P a g e
Iffort Case Studies
December 30, 2011
Not to be shared or replicated without prior permission.
© Iffort
Impact and Outcome
Statistics:
500 tweets around pre-launch and launch of the brand.
Community growth to over 4000+ fans on Facebook.
Around 400+ comments and 500+ likes on Facebook.
Around 150 mentions and 50 RTs on Twitter by fans.
Impact on the sales during launch:
Almost all of the first 22 discount coupons at the time of launch were
consumed overnight.
90% of the sales of the website were through Social Media and around
100 T-Shirts were sold in the very first month.
Still after 5 months of the launch Social Media is the main source for the
sales and promotion of new designs.
Social Media also helped the brand in getting new T- Shirt designs and
designers.
