Case StudyA MOBILE PHOTOGRAPHY EXCLUSIVELY FOR

COLLEGE STUDENTS OF KERALA

Objective

Build a database of college students of Kerala for Vodafone

Engage 1.8 lakh fans on the Club FM FB page and increase the fan base

Generate buzz about Club FM and Vodafone among the college students of Kerala

Get college students to walk into the nearest Vodafone Store

Idea

Launch a mobile photography contest exclusively for college students in Kerala

The campaign to run for 90 days with 9 different themes, each theme running for 10 days

The mobile number and college name of each user is captured using a basic google form in the website

The campaign can be accessed through computer, tablet or mobile by logging into

www.entemobileenteclick.com

Users can upload up to three pictures captured using their mobile for each theme

The picture with maximum Likes gets featured as in the most popular category

ExecutionTHE METHODOLOGY

Promotion

The campaign was promoted heavily through all major

channels

There was weekly print udpates about the campaign

The microsite was promoted through Facebook ads and

Google Ad Words

There was a TV ad for the campaign

https://www.youtube.com/watch?v=g_EodWW7NQQ

Themes

The campaign was run for 90 days, each theme running for 10 days

The following were the themes –

Friendship

Festivity

Life

Red

Window

Childhood

Morning

Street

Open theme

Uploads

The campaign was promoted heavily through all major

channels

There was weekly print udpates about the campaign

The microsite was promoted through Facebook ads and

Google Ad Words

There was a TV ad for the campaign

https://www.youtube.com/watch?v=g_EodWW7NQQ

Results

Visitors

Objective – To make the portal

(www.entemobileenteclick.com) the most active

photography related one in 3 months

Result - Over the period of 3 months (Aug 21st to Nov 19th)

the website gathered traction like wildfire!

Here are the numbers :

Pageviews = 2,47,000+

Users = 27,800+

Sessions = 48,900+

Participants

Objective – To get college students from Kerala to click for

the campaign according to the themes

Result - Over the period of 3 months (Aug 21st to Nov 19th)

the campaign attracted a lot user engagement and the

gallery was flooded with interesting photographs

Here are the numbers :

Total users = 3,900+

Total uploads = 2,700+

Total SMS = 3,100+

Social Media impact

Objective – To add fans to the Club FM page organically

over the period of the campaign and increase the user

engagement of the page

Result - Over the period of 3 months (Aug 21st to Nov 19th)

the FB fan page of Club FM gathered a lot of organic fan

growth and engagement

Here are the numbers :

Fan increase = 6,000+

TAT increase = 7,300+

Total page reach = 6,84,500+

Cross Channel Reach

Since the campaign was optimized for all devices,

participants could reach through all channels such as

mobile, tablets, social, apps etc.

Here are the numbers :

Mobile – 52.16%

Desktop – 45.46%

Tablets – 2.38%

Thank You