itc classmate cover hunt case study
TRANSCRIPT
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
Thank You
Call: (022) 26472061 / 0454 www.windchimes.co.in | [email protected]