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.