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The objective of the camaign was to Create buzz about Rooh Afza around Holi festival at the onset of the season. Hamdard intended to engage online social medium for the purpose.
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Rooh Afza
Campaign Case Study
Leveraging RoohAfza with ‘Click Karo Refresh Ho Jao’ Contest
Key Brand Task
- Create buzz about Rooh Afza around Holi festival at the onset of the season.
- Hamdard intended to engage online social medium for the purpose.
Objectives
-Connecting RoohAfza with Holi
- Strengthening position of RoohAfza as a Naturally Refreshing Drink
- Digital campaign- “Play Natural, Refresh Naturally” is proposed
- Launch a social engagement activity on brand’s FB-page- Holi theme photo-sharing contest
- Promote the contest via content marketing, FB social ads and Google Adwords to encourage participation
Strategy
Campaign Concept
- The Festival of Colors - Holi is strongly advised to be observed with natural colors
- RoohAfza is the established refreshing drink made of natural ingredients
- So- Play Natural, Refresh Naturally.
- The idea was to associate RoohAfza with the festival and create recall right at the onset of the product’s high-season.
Contest Idea
- FB users were asked to share their slice-of-life photographs from Holi celebrations on RoohAfza’s FB page
- Most voted entries were declared as winners
Campaign Roadmap
- Refurbish FB-page - Social content optimization- Social ads and Google
Adwords to gain momentum
- Develop FB social app
- Launch contest- Promote participation
via content and ads- Viral-posting on
Participants’ wall- User voting
- Announce winners- Campaign closure
15th - 24th March
27th March – 10th April
15th April
Campaign Implementation
Click Karo Refresh Ho Jao Hosted a contest on Roohafza’s Facebook page ‘Click Karo Refresh ho Jao’ The Tab went LIVE on 26th March, 2013 The interactive Tab performed the following functions:
Click Karo Refresh Ho Jao Hosted a contest on Roohafza’s Facebook page ‘Click Karo Refresh ho Jao’ The Tab went LIVE on 26th March, 2013 The interactive Tab performed the following functions:
Click Karo Refresh Ho Jao
Click Karo Refresh Ho Jao
Facebook Cover Photo
Engagement Around Contest
Contest Promotion Wall Postings
Engagement Around Product
Engagement buzz
Engagement Around Product
RoohAfza Buzz
Conversations Driven
Initial Community Size
Exponential Increase in UV
Unique Visitors during April, 2013
Week 115 March – 22 March
Continued Impact..
Unique Visitors during April, 2013
Week 223 March – 01 April
Number Crunching..Week 1
15 March – 22 MarchMerits Count
Fans on 15 March, 2013
306
Fans on 22 March, 2013
6477
Total increase in Fans
2017%
Page Posts 16
Total Likes on Posts 2346
Comments on Posts
90
Shares on Posts 330
Merits Counts
Total Reach of the Page (Daily)
427659
More Data..Week 2
23 March – 01 AprilMerits Count
Fans on 22 March, 2013
6477
Fans on 04 April, 2013
44040
Increase in Fans 580%
Page Posts 41
Likes on Posts 8026
Comments on Posts
680
Shares on Posts 544
Merits Count
Total Reach of the Page (Daily)
2292670
Contest Closure
Around 500 photo entries received in all!
The Winning Entries
A Year’s Supply of RoohAfza Won
Achievement
Page Views and Unique Visitor during Contest Period
Brand Milestone Achieved
Get in touch
To know more about MAGNON/TBWA’s social media services, please shoot an e-mail to nitin.naresh@magnontbwa.com
Thank you.
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