CMI CAMPAIGN REVIEW

Executive SummaryCMI has definitely provided a platform to the youth where they can showcase their

musical talent and get mentored by the legends of the industry. On Digital media, a synergy was developed for all the activities regarding this campaign.

As of today the facebook fan count is 300,000+ facebook fans. A total of 180,000+ new fans were recruited during the course of CMI with a peak ER of more than 20%. Serving over 16.5 million impressions, and a total reach of 7.5 million on our page, more than 0.4 million users were engaged. The Content got ample talkability and virality and was shared for 72,000+ times which is roughly around 4 times of our competitor Pepsi Smash’s shares.

The website www.cornettomusic.pk boasts more than 290,000 pageviews and even the secondary video platform Vimeo managed to get 270,000+ video loads. Also Mentions/Retweets from famous celebrities like Muneeb Nawaz, Farhad Humayun, Fahad Hussayn and Frieha Altaf to name a few. Audio platform integration on Soundcloud got over 46,000 plays and 1,900+ downloads.

Facebook (www.facebook.com/cornettopk)

·         Total Reach: 7,473,454

·  Organic Reach: 921,618

·         Viral Reach: 991,678

·       Paid Reach: 5,723,880

·         Total Impressions: 16,688,444

·         Engaged Users: 445,442

       

Content Stats (Our videos on Fb)

Out of all the episodes, the Ali Azmat episode performed the best on digital.

· Total Reach: 4,676,815· Organic Reach: 1,648,441· Viral Reach: 642,108· Paid Reach: 2,485,419· Post Impressions: 11,028,205· Engaged Users on our videos: 262,777· Content Consumption: 540,634 · Unique Content Consumers: 243,930

Likes Comments Shares

1 527 75 2,366 2 421 106 1,982

1 269 109 1,577 2 1,891 274 5,647 3 361 106 2,794 4 1,076 133 4,309

1 343 119 4,164 2 261 93 3,828 3 871 121 3,162

1 1,462 162 12,054 2 456 90 3,422 3 613 85 2,906

1 473 91 1,831 2 358 48 1,873 3 3,674 385 7,276

1 2,775 318 2,791 2 611 68 2,596 3 371 34 3,673

1 274 31 22312 286 34 22123 262 26 18254 838 165 1817

G.Total 17,525 2,492 71,988 Avg 876 125 3,599

Ep8 - Meesha Shafi with Mohsin Ali

Ep7 - Ali Azmat with Zamad Baig

Ep4 - Alamgir with Kanza Munir

Ep5 - Strings with Shabbir Ali

Ep6 - Zoe Viccaji with Natasha Bayg

Ep9 - Rahat Fateh Ali with Rameez Khalid

Finale

Videos Performance on Facebook

Our Competition

Likes Comments Shares Session 12 6,357 458 1,965 Session 11 4,431 444 1,015 Session 10 6,481 674 1,643 Session 8 1,985 212 644 Session 7 4,809 587 1,670 Session 6 8,492 696 2,010 Session 5 6,494 520 2,097 Session 3 5,250 494 2,341 Session 2 7,902 848 4,390 Session 1 11,968 1,056 4,129

Total 64,169 5,989 21,904

Page Likes/Sources

Post Reach/Shares

Like Sources/Best Posts

Best Days/Time

Fans (People Engaged)

WebsiteAli Azmat’s Episode

Vimeo (Video Stats)

Digital PR

Digital PR• Over 50 portals have ingested our content onto their websites.• Out of which, 20+ have given backlinks to our pages• PakiUm, PMR, Koolmuzone, Pakmediamind to name a few

Apps

Application Interactions

7,356 Poll App

14,245 SHAREnWIN

Paid Media (Fb Advertising)

Paid Media (contd)

Campaign Impressions

Click

s CTR

Actions

Page Likes

Ads for Applications (Featured content, BTS lounge, Poll, Share & Win) 27,828,854

191,878 1.12%

202,060

138,433

Campaign

Impressi

ons Clicks CTR

Actions

Page Likes

Content Promotion - (10 episodes) 7,670,793

142,377 2.57%

290,597

42,200

Campaign Media Budget

Adwars              321,766CMI Auditions & FB Applications ( share

& Win, Poll, Backstage, Featured Content)          1,040,072

CMI Content Promotion          1,595,745

Total PKR          2,957,583

Total USD                29,875

Estimated Fan Recruitment              157,235

Fans on Dec.31.2012                84,533

Total Actual After CMI              241,768

Note: Media buying budget approved for Cornetto 2013 was not enough for attaining 300,000 fans. However to make this campaign a success, 26% media investment was made (by walnut media) as strategic partners to achieve this milestone.

Soundcloud

Twitter 100+ Tweets157 followersRetweets by Famous Celebrities

Mobile 5000+ SMS Subscribers

2950+ IVR Calls

Learnings

The whole supply chain of the content being ingested on our platforms can be improved.The content delivery time has been a severe bottleneck throughout the campaign.Even though the content was pre-recorded, the production timeline until the end of the show was on a very eleventh-hour basis.The content quality especially the content not being live has been a major concern for our audiences.For mobile platform though, it was very difficult to develop the platform on such a short notice as a certain time period is a prerequisite from the network operators. Content specific to digital is a must, it can be in the form of

Small clips/BTS etc, fun moments of the show always work on digital Pictures of the set, Crew etc

Way Forward Hopefully, we’ll do a bigger, better CMI next year as well Until then, we will utilize/exhaust our content on all our platforms The owned property such as the website will be functional where it would remain available for consumption Other platforms such as Vimeo, Soundcloud will serve the same purpose and would be serving the saturated audience but will not be entirely dormant. Our Backstage Lounge app is yet to be populated with more content, we can keep communicating with the fans through community so that the content keeps on getting consumed. Our Mobile IVR platform can also serve the same purpose and provide a connect throughout the time the show remains off-air.

THANK YOU !