The Idea

Objective• Get users on the digital media to start fun conversations around Femina •Get follower attention on Twitter for a yet unknown and new event

Approach• Stir buzz by having OTHERS talk about it

• Use the ‘trending topic’ effect to “break-into-the-news”

• Customize a branded ‘hashtag’: use # symbol - called hashtag – to mark keywords or topics in a Tweet so a user can find and retrieve all topics associated with it

• Word, phrase or topic that is posted (tweeted) multiple times on the social networking and micro blogging service Twitter

• Created either through a concerted effort by users or because of an event that prompts people to talk about one specific topic

• Trending topics help Twitter and their users to understand what is happening globally or locally and to discover the "most breaking" stories

• Important: trend algorithm favors NOVELTY over POPULARITY

• Algorithm identifies topics that are IMMEDIATELY popular, rather than topics that have been popular for a while or on a daily basis

Women often tell horror stories about how they’ve been lied to in past relationships, but the truth is that women are as guilty of lying as men, although perhaps for different reasons.

• The Hashtag we chose was #WomenLieAbout

• Call-to-action and feel good usage of the #WomenLieAbout hashtag picking on every user on twitter who shares with us what they think women lie about

• Virality increased by the minute and the participation shot off roofs

#WomenLieAbouton twitter.com

# 1 trending topic

WorldwideIndia

Mumbai

#1 trending Twitter handle

India

21.02.2012

What do Women Lie About?

In the first hour

In the first hour

In 1.5 hoursIn 1.5 hours

In 1.5 hoursIn 1.5 hours

In 1.5 hoursIn 1.5 hours

In 24 hours In 24 hours

In 43 hours In 43 hours

In 48 hours In 48 hours

• # 1 trending topic Mumbai - non-Promoted, unpaid media (!)• # 1 trending topic India - non-Promoted, unpaid media (!) • # 1 trending topic World- non-Promoted, unpaid media (!)

• # 1 most popular handle on twitter in Mumbai and Delhi

• Exceeded average trending topic lifespan of 11 mins lasting over 48 hours on 1st position in Mumbai. It was fluctuating at the #1- #3 position in India and World wide for the first 24 hours.

• It was at #1 position in India, even after 40 hours. • Challenged and overtook big names in terms of trend popularity: #Filmfare

Lent Shakti Kapoor Saif Ali Khan

Kapil Dev #ReplaceBrandNamesWithPancake

Femina India was trending at the 1st position in Trendsmap at an all India level.

FeminaIndia was trending at the 1st position on Trendsmap in Mumbai. It overtook popular hashtags like BollywoodMovies and trends like Lent, Shakti Kapoor, Vijay Mallya etc.

Our tweets fetched us over 7.96 lac impressions and reached out to an audience of 6.63 lac followers Worldwide.

We managed to get 595 retweets and 9 mentions by the total audience on twitter.

Top 10 people who tweeted to us and have the maximum no. of followers.

On Day 2 our tweets fetched us over 3.01 lac impressions and reached out to an audience of 2.34 lac followers in India.

We managed to get 309 retweets and 9 mentions by the total audience on twitter.

Top 10 people who tweeted to us and have the maximum no. of followers.

Top 10 people who tweeted to us and had the maximum no. of impressions.

• Twitter followers increased by 47 in two days

• FeminaIndia Handle was the top trending handle in Mumbai and Delhi on 21st Feb

• #WomenLieAbout trended in Mumbai, India and Worldwide

• In totality we trended for 48 hours• All we can say is that, “This was a truly ‘Foxy’

Trend!”