Case Study: UniverCell Mahesh GuaranteeCase Study: UniverCell Mahesh Guarantee

Online and Offline integration of the UniverCell Mahesh Gaurantee campaign and

the successful use of Facebook to promote, inform and engage the audience.

• Wanted to sell Samsung range of mobiles and came up with Mahesh Babu

Guarantee contest.

Objectives

• Wanted their loyal base of customers to make use of this contest by

UniverCell.

• Wanted the highest level of interaction and also to know how they used

mobiles and their perception about mobiles.

• To spread the word about UniverCell through social media.

• They wanted to have a reach of at least 10,000 fans in a month’s time.

• Everyone who purchases a Samsung Mobile from UniverCell gets something

from Super Star Mahesh Babu.

Strategy

• Facebook was chosen as the right platform to communicate the message to

the target audience.

• Anyone who took part in the contest can choose their own gift from the list.

• To have the TA get involved, we created a cool looking app where a person

can choose their dream Samsung smart phone and then share it with theircan choose their dream Samsung smart phone and then share it with their

friends. They will also be rewarded with Mahesh Babu Goodies like Mug, T-

Shirt or a poster.

The Fans will land on

this page and they will

be asked to like the

Mahesh Guarantee App - Landing Page

be asked to like the

Page in order to

participate in the

contest.

Once they hit

‘Like’, they will be

shown the app where shown the app where

they can choose their

desired Samsung

smart phone.

The Fans can select their

desired Samsung Mobile and in

the next step they can fill in

Mahesh Guarantee App - Smart phones

the next step they can fill in

the form and get a chance to

meet Mahesh directly or win

Mahesh Babu goodies.

They can also ask their

friends to participate in this

contest and they too can get

lucky!lucky!

Mahesh Guarantee App - Contact Form

1. Their details like

Name, E-

mail, Mobile

Numbers were Numbers were

collected.

2. Various other

questions were

asked about

mobile phones.

3. Finally, once they

click ‘Submit’, they click ‘Submit’, they

were eligible

either to meet

Mahesh or Win

loads of goodies

of Mahesh!

Mahesh Guarantee App - Info

Fans were also

instructed through

the Info app about the Info app about

the offline activities.

They get to know

the details of the

contest and the

goodies to be won.

Fan Submissions & Active Participation

There was a huge response from the fans and

they actively participated in the contest.

This activity happened across all the outlets

of UniverCell in Andhra Pradesh.of UniverCell in Andhra Pradesh.

Some pictures of

the fans who

participated in the

Mahesh

Guarantee

Contest that were Contest that were

submitted on

Facebook.

The fans who

participated were from

all across Andhra

Pradesh and they were

Fan Submissions & Active Participation

Pradesh and they were

inquisitive to know

about the

developments of the

contest.

There were instances

where many fans where many fans

came in with their

friends and took pics

at the outlet and

then posted it on our

wall.

Apart from facebook

applications, the UniverCell page

had regular updates where there

Regular Updates/Engagement with the Audience

had regular updates where there

was a huge response even on

weekdays!

A sample update where there

were 72 likes and a whooping 18

shares! This is also a sample of

the kind of posts we made for

UniverCell: They were UniverCell: They were

relevant, interesting, engaging

and creative.

A sample question that

got a huge response

where 1496 fans voted

and had a total reach

Regular Updates/Engagement with the Audience

and had a total reach

of over 14,000.

The virality was 7.5%

which is a good thing

for a brand like

UniverCell.

Also, we mixed the

status updates with

questions, did you

knows, promos, etc.

Regular Updates/Engagement with the Audience

Some more sample

updates on the page

Targeted Facebook Ads

UniverCell wanted a fan base of 10,000 in just 2 weeks and we achieved these

through highly targeted Facebook ads. The ads were shown ONLY to residents

of Andhra Pradesh ONLY in cities where the UniverCell Mahesh Guarantee

offer was going on. We achieved and exceeded the target and got 10,000+ offer was going on. We achieved and exceeded the target and got 10,000+

relevant and accurate fans in a 2 week period.

Increase in Fans/Likes during the campaign

12000

UniverCell Facebook Page Likes

4000

6000

8000

10000

5062

8439

10079

0

2000

April 2nd April 9th April 16th April 23rd April 30th

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