Spin More To Havmor

Agenda

• Activating an occasion • The Big Idea• How did we do this?• Amplification• Results & Numbers

Our IdeaAbout Havmor

•Havmor as a brand appeals to an audience that cuts across all age groups and genders

•On Social Media, our aim was to connect and engage with the most active age bracket of 13 to 25 years

The Big Idea

•Diwali is a popularly celebrated festival in India

•The practice of gambling during Diwali is an ancient one and it began with the traditional game of dice. But over time, it has made way for various card games and games of chance.

•Thus was born “#SpinMoreToHavmor”

How did we do this?

Brand Connect and Engagement

Brand Connect:

•Havmor positions itself as a fun brand and wants their audience to have more of everything•While Diwali symbolises itself with lights, laughter, family, fun, gambling, and a lot of gifts.•Marrying the idea of having fun and gifting during Diwali , the brand connected with their audience in a way that creates resonance and demonstrates excitement, thereby forming lasting connections

Driving Engagement:

•A unique hashtag was created i.e. #SpinMoretoHavmor along with the brand name to create brand affinity•Participation was encouraged through regular interaction and exciting prizes such Havmor Ice Cream vouchers, Book My Show vouchers and Gadgets like Motorola phones, Go Pro Camera, Ipad Air and Bose Headphones.

#SpinMoretoHavmor Workflow

Click Earn Spin

Mechanism Mechanics:

•A Microsite / Facebook application was created to implement the idea•In the microsite, users were asked to collect ‘100’ #HavmorPoints by inviting their friends either by

• Following us on Instagram (50 Points) • Following us on Twitter (50 Points)• Sharing it on Facebook (25 Points)• Tweeting about Havmor Funn Wheel (25 Points)• Inviting friends on Facebook to play #SpinmoretoHavmor (50 Points)

•User with ‘100’ #HavmorPoints will get a chance to spin to the wheel

Gratification:

•Gratification had to be BIG - Each division of the wheel was having a unique gratification. •For example – Moto G phone, Ipad Air, Go Pro, Bose Speaker, Havmor Merchandise, Havmor Vouchers, a chance to spin again, etc.

Activating the plan on Social Platforms

Built up to the Contest - Facebook• We started with the built-up for the contest by cross promoting the contest on platforms like Facebook and Twitter.

Built up to the Contest - Twitter

Driving Spins during the Contest

FacebookInstagram

Twitter

Seeding the Contest • We got into conversations with our Twitter followers to come particpate

in the contest

• We tied up with a group of influencers to create buzz about the campaign

Promoting the Contest

Promoting the Contest

How did this

translate for us?

Results – Overall Numbers across Social MediaThe contest had a phenomenal run from 9th November to 16th

November, 2015

Platforms Facebook Twitter Instagram

Fans on 9th November

4,11,574 2,133 1,193

Fans on 17th November

4,33,022 2,992 1,758

Results - Facebook Reach Achieved

Facebook Contest Post Statistics

Total Number of Likes 19,912

Total Number of Shares 61

Total Reach 2,90,511

Results - Twitter Reach Achieved

Twitter Contest Post Statistics

Total Number of RTs 322

Total Number of Favorites 187

Total Impressions 36,800

Total Replies 300

We didn’t stop at just that….• Our hashtag was popularized by influencers talking about our contest• Our own followers were constantly tweeting and conversing with us

Influential Profiles talking about us

Reach & DeliverableWe received 4.5Lac + impressions on 16th August and we reached out almost 3 Lac users on Twitter

#SpinMoreToHavmor Trended in India

Trended all India

This time we hit the trending charts with a bigger bang. We not only trended at position #2 in India for 4 hours with whooping 2300+ users spinning the wheel within the week and 600+ users winning actual prizes

Final Count of Spins

Contest Entries

Overall Spin count 2080

Number of winners won from the spin 750

Winners

We are in the process of reviewing all the entries to courier them their goodies and vouchers

Pseudo profiles/followers

• While scanning through their followers we came across a lot of pseudo followers.

• These are basically paid instagram followers who are inactive or pseudos.

• Just used to increase the fan base.