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Case Study - ITC Classmate ‘Cover Hunt’
One of a Kind Objectives
Driving the brand thought of 'Because You Are One Of A Kind'
Create User Generated Content by encouraging students to be unique, one of a kind
Build an idea bank for Classmate Notebook covers for us to draw from for future covers
Increasing the fan base on social media
The three-pronged Strategy
Facebook-Twitter-Rivokids
• Extensive promotion on Facebook
• Followed by buzz on Twitter
• Targeting specific target group on Rivokids
Ready for the Hunt?
• The ITC Classmate Cover Hunt campaign started from
July 2014 and ended in September 2014.
• It was divided into 4 phases
Phase 1: Submission of entries.
Phase 2: Showcase 10 cover designs selected from each zone (North, South, East, West)
Phase 3: Out of the 40, 15 designs up for voting (on Facebook Tab). 15 cover designs selected.
Phase 4: 5 winners decided on uniqueness, creativity and votes.
Buzzzzzzzzzzz
Pre-buzz
Buzz #1 - Facebook Update
Update creating the hype for the cover hunt.
Buzz #1 - Facebook Update
• The cover hunt generated excitement with this update. It evoked a
YES response and helped spread the word about Class Cover Hunt.
Buzz #2 - Cover Photo changes
• The campaign was kicked off with a change in the cover photo on
Classmate’s FB page.
Buzz #3 - Twitter Updates
Buzz #4 - Rivo Kids is on fire
Classmate Cover Hunt On Rivo Kids Live – 11th June 2014
Rivo Kids – Contestants Gallery
The Hunt begins…
Phase 1
Phase 1: Submission of entries.
Hunt #1 – Cover Hunt Video
Video explained the contest
Hunt #2 - Cover Photo updated
Hunt #3 – Facebook refreshed
…Facebook refreshed
…Facebook refreshed
Total Shares: 213Total Comments: 617
Total Likes: 52,111Total: 52,941
Total Updates: 21
Positives on Facebook
Hunt #4 - Twitter was Updated
Twitter Updates
Total RT: 271Total Favorites: 438
Couldn’t cover the excitement on Twitter
Entries poured in from all corners
Oh how tough it was…
• Top 40 entries were selected from the total no. of entries
received.
• The shortlist comprised of 10 entries from each zone:
North
West
South
East
Report Card
• Facebook: till submission of entries
Total Updates: 21
Total Likes: 52,111 Total Shares: 213Total Interactions:
52,941
10/10
Phase 2
Showcase 10 cover designs selected from each zone
(North, South, East, West)
• The Entries Gallery showcased the selected designs
Entered the Hot zone
Report Card
• Facebook: till announcing of Top 40 shortlisted winners
Total Updates: 14
Total Likes: 1951Total Comments:
489Total Interactions:
2490
Vote for the Best
Phase 3
Out of the 40, 15 designs up for voting (on Facebook Tab). 15 cover designs selected.
The excitement reached a crescendo
• List of the Final Top 15 contestants was released.
How the Tab looked at this stage…
Too good to be true
The Hunt is rewarded
Phase 4
5 winners decided on uniqueness, creativity and votes.
5 rejoiced… 5 Classmate covers booked
• Voting was initiated for
the Top 15 contestants.
• 5 winners were decided
on uniqueness, creativity
and Facebook votes.
The Final Report Card
RESULT
Happy times ONLY
• The contest has helped grow the brand’s Facebook fan base
exponentially as it was open for fans only.
1484
17965
Facebook Twitter Rivokids
ITC Classmate Cover Hunt Entries
