ADHD In Teenagers - ADHD In Teens - Teen ADHD - Teen With ADHD
How Sprite Engaged 2 Mn Teens - Teen Till I Die - Case Study
-
Upload
dhruv-bonnerjee -
Category
Social Media
-
view
506 -
download
1
description
Transcript of How Sprite Engaged 2 Mn Teens - Teen Till I Die - Case Study
The Goal
Create Deeper Engagement with with Core TG around the 2013 Sprite Campaign ‘Chalo Apni Chaal’ / ‘Make Your Own Move’
Involve and Engage Existing Fans on the FB Page
Maximise Reach of the Campaign to 15-24 Year olds in Sprite Key Markets
Map Competition (Also running high powered Campaigns in the same period)
The Concept
The Challenge – Get Indian Teens to integrate Sprite Brand Philosophy via their Videos across the verticals of Music – Art – Comedy & Dance.
A User Generated Content Challenge to Teens in India to bring alive the Sprite Tagline of Chalo Apni Chaal / Make Your Own Move
Integrating Sprite Drinkers as CREATORS into the Campaign and it’s Content
Final Winners Announced on Sprite FB Page.
An online Video asking fans to upload Video Entries by Fans Seeded via Facebook Creatives included Details of the Campaign – Judges – Gratification.
Chaal of The Day: A Daily winner to celebrate Entries with Maximum ViewsIn 24 Hours. Photo Post with Video Link published on a Daily Basis celebrating the Winner of the Day.Use of Judges to spike the excitement on Sprite’s TimelineNominations – Judges selected 5 Nominations per Category and these were Announced on the Sprite FB Page with Call for Votes allowing Sprite Fans toSelect the final winner. Voting was validated by a FB Social Login Vote Button
A Finale Music Video put together with Various Participants who took part in TTID
1
2
3
4
6
5
The Construct
And then we Hit PLAY!
Online Video throws open the Teen Till I Die challenge
130,000 Views in 2 Days – 4000 FB Shares – Driving traffic to Website
Watch
Video
Daku Popular Underground Graffiti Artist
Terence LewisCelebrity Choregrapher
Salim - SulaimanCelebrity Music Directors
Vir DasPopular Stand-Up Comedian
Call For Entry FB Posts on Sprite PageUsing Celebrity Judges to up the ante
Take Art Beyond the Canvas Take Dance Beyond the StageTake MUSIC Beyond the INSTRUMENTS Take Comedy beyond the Script
No Stage No Norms Just Express Upload Get Judged by the BEST and Win!
TEEN ART TEEN STEPS TEEN BEATS TEEN TALK
Seeding Ideas Via FB Posts on Sprite Page
Here’s How You Could Make Your Own Move
Stuck in a Car? Keep Calm and Dance
Check out this cool Chaal!
Each Uploaded Video was packaged by the Creative Team to highlight the Concept and Brand Message
And Indian Teens pulled out all stops.
We received 310 Videos! The highest ever in India
600,000 Views (YT+FB)
399,583 Views
126,960 Views
61,242 Views
84,994 Views
81,073 Views
171,629 Views337,459 Views
229,019 Views
LINK
WATCH
WATCH
WATCH
WATCH
WATCHWATCH
WATCHWATCH
Participants began directly engaging With Sprite’s Page and shared their Videos on Facebook with Friends to support their Videos.
Along with each Participant their Friends turned into daily visitors to The Sprite Timeline to consumeother content and comment.
Turning Facebook Fans to Advocates
The Videos appeared on the Timeline of Sprite Fans and the popularity of the content increased Engagement on each Video and the Sprite Page.
Chaal Of The Day! (Move of the Day)
Daily Engagement Accelerator of Phase I
All Month Long -The Sprite Campaign Declared Daily Winners across 4 Categories.
The Creative Team would Design post on aReal Time Basis launching the daily winners on the Sprite FB Page.
Video Links were embedded in eachPost to driveConsumption.
Constant analysis and tweaks
made to Sponsored Posts on the
basis of Performance.
Managing a Real Time Campaign
Daily Sentiment Analysis andCourse Correction
1 Hour Turnaround time for Queries
Studying Time-of-Day Fan response to Posts helped Us narrow down our Optimum Publishing Time
Designing and Publishing of Daily Winners Postswithin an hour of Winner Declaration
Facebook Sponsored Stories Targeted at 15 – 24 Sprite India Key Markets.
With the help of FB India we used Micro-Targeting through Genre Based TG using Genres like Music – Dance – entertainment to ensure relevant Content reached our TG.
As a tribute to the Incredible Talent we brought together Participants from across the country to put together this Finale Video.
We used a 72 Hour Target Block that gave us the Maximum engagement nos. for any post during the campaign with 65k Fan Actions including 4800 Shares.
The Video received
600,000 Views
Reach Block
Using FB Marketing Tools
Watch Video
126,960 Views 171,629 Views
1738 Views 10849 Views195 Votes
3363 Votes
816 Votes
1438 Votes
Final Winners Selected viaVoting using Facebook Social Login
WINNERS
Winners Performed at Asia’s Biggest Festival Mood Indigo. Their journey re-told via Fb Posts
So How Did It Go?
We focused all Strategy and Creatives on Engagement.
With Real Time Intervention and Course Correction on
Post Creatives – Sentiments - Time of Day – Content Selection and that delivered the BIG
Numbers for us atthe end
5.2 MnVideo Views
83.2 Mn Impressions
834,917 Fan Actions
25.1 Mn TG Reached
53% of
15-24 FB TG in India Reached
60 Days of Real Time Engagement And Conversations on the FB Timeline
TTID Top 20 FB Posts have higher Fan Action than Competition’s
Most Popular Post on Facebook
Fan Action
65K
Fan Action13.4K
Fan Action11.8K
Mapping the Competition
Global #3
India #1 (For the Month)
Global #9 (10 Days)
Fan Engagement on TTID Content Posts drove numbersthat were at Par with Coca-Cola ALL Brands Worldwide FB Posts
Coke’s Social ListeningTeam studies Posts published by all Coca-ColaBrand Pages across theWorld. The Rankings areMaintained on a 10 DayBasis on metrics of Fan Action.
Dri
vin
g M
edia
Curi
osi
ty
Inte
rnati
on
al C
overa
ge
Nati
on
al C
overa
ge
Vern
acu
lar
Covera
ge
Dainik BhaskarIndia’s Leading Vernacular Paper
Participants Tagged themselves with Videos &some even used the Video Screenshots as theirProfile Pics on FB generating positive sentiment.
Brand LOVE
SRITE is a wonderful stage to try out New Combinations and explore things in a different way all together. And I loved it! I want to win the competition, so that I can learn more… be more innovative and explore more. And SPRITE is the platform for all this! – Teen Participant
“It was the experience of my Life…Sometimes I would feel lost amongst this massive sea of talent. In the end I felt like there was this one Platform That brought us all together…where we all belonged!” – Teen Participant
'Sprite teen till I die' gave me a life time experience. It not only gave me but others a stage, to showcase their talent, it gave me exposure and Confidence. I also learned few new tricks from my fellow contestants. It helped me grow more and took me a step further towards my dream. - Teen Participant
My experience with the Sprite team was amazing. I am glad, and thankful that they provided me with such a great platform to show my talent on a larger level. The appreciation of my work, love and support for my act has only left me wanting me to do more and moreTeen Participant