Case StudyA MOBILE PHOTOGRAPHY EXCLUSIVELY FOR
COLLEGE STUDENTS OF KERALA
Objective
Build a database of college students of Kerala for Vodafone
Engage 1.8 lakh fans on the Club FM FB page and increase the fan base
Generate buzz about Club FM and Vodafone among the college students of Kerala
Get college students to walk into the nearest Vodafone Store
Idea
Launch a mobile photography contest exclusively for college students in Kerala
The campaign to run for 90 days with 9 different themes, each theme running for 10 days
The mobile number and college name of each user is captured using a basic google form in the website
The campaign can be accessed through computer, tablet or mobile by logging into
www.entemobileenteclick.com
Users can upload up to three pictures captured using their mobile for each theme
The picture with maximum Likes gets featured as in the most popular category
ExecutionTHE METHODOLOGY
Promotion
The campaign was promoted heavily through all major
channels
There was weekly print udpates about the campaign
The microsite was promoted through Facebook ads and
Google Ad Words
There was a TV ad for the campaign
https://www.youtube.com/watch?v=g_EodWW7NQQ
Themes
The campaign was run for 90 days, each theme running for 10 days
The following were the themes –
Friendship
Festivity
Life
Red
Window
Childhood
Morning
Street
Open theme
Uploads
The campaign was promoted heavily through all major
channels
There was weekly print udpates about the campaign
The microsite was promoted through Facebook ads and
Google Ad Words
There was a TV ad for the campaign
https://www.youtube.com/watch?v=g_EodWW7NQQ
Results
Visitors
Objective – To make the portal
(www.entemobileenteclick.com) the most active
photography related one in 3 months
Result - Over the period of 3 months (Aug 21st to Nov 19th)
the website gathered traction like wildfire!
Here are the numbers :
Pageviews = 2,47,000+
Users = 27,800+
Sessions = 48,900+
Participants
Objective – To get college students from Kerala to click for
the campaign according to the themes
Result - Over the period of 3 months (Aug 21st to Nov 19th)
the campaign attracted a lot user engagement and the
gallery was flooded with interesting photographs
Here are the numbers :
Total users = 3,900+
Total uploads = 2,700+
Total SMS = 3,100+
Social Media impact
Objective – To add fans to the Club FM page organically
over the period of the campaign and increase the user
engagement of the page
Result - Over the period of 3 months (Aug 21st to Nov 19th)
the FB fan page of Club FM gathered a lot of organic fan
growth and engagement
Here are the numbers :
Fan increase = 6,000+
TAT increase = 7,300+
Total page reach = 6,84,500+
Cross Channel Reach
Since the campaign was optimized for all devices,
participants could reach through all channels such as
mobile, tablets, social, apps etc.
Here are the numbers :
Mobile – 52.16%
Desktop – 45.46%
Tablets – 2.38%
Thank You