Castrol Case Study
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Castrol launched several social media campaigns to engage the biking community in India and spread brand awareness of its Castrol Power 1 motorcycle engine oil. This included a "Pixel Application" contest where users unlocked pixels on a digital image for a chance to win prizes, a "My Bike, My Story" contest where bikers shared stories and photos of their motorcycles, and a "Biker Chain" application encouraging users to tag biker friends. The campaigns were successful in significantly growing Castrol's social media following and engagement from the biking community.
Castrol Case Study
- 3. Relaunch Power 1 Create Indias Castrol Establish Largest Brand Biking Presence Community Tie-Ups
- 4. My Bike, My Story Application- Get users to share their biking experience and gratify the most impactful story. Biker Chain- Get users to tag their biker friends and the influential from the biker community. This creates a strong online community of the brands required target. Pixel Application- Allow users to unlock a pixel on an application and try their luck at winning Castrol merchandise to spread brand presence & association. Connect with the biking community and bike aficionados in the country via Facebook & Twitter content.
- 5. Objectives Solutions Re-launch Castrol Power 1 Castrol Pixel Application Facebook & Twitter Contest My Bike, My Story Create Indias largest online biking My Bike, My Story community Castrol Biker Chain Spread brand awareness & Facebook & Twitter Content association Castrol Pixel Application Castrol Biker Chain My Bike, My Story
- 6. Fly with Castrol Power 1 My Bike, My Pixel Application Biker Chain Story 2 Winners 4 Winners 1 Winner Fly to Portugal to watch the World Superbike Championship with John Abraham
- 9. Objective- Spread brand awareness & leverage brand presence Functionality- The user clicks on a pixel to unlock it & if lucky, they win either merchandise or a ticket to the Super Bike Championship. A mandate was to tag 3 friends to reveal a pixel
- 11. User clicks on a pixel to unlock it. If lucky, they win either merchandise or a ticket to the Super Bike Championship Once all the pixels are revealed, the hidden image is displayed
- 12. Number of pixel contests- 2 Total tab views- 1,450 Number of participants- 1,600 Time taken to unlock all pixels- Pixel contest 1- 2 hours (approx.) Pixel contest 2- 5.5 hours (approx.)
- 13. A mandate for each user to unlock a pixel was tagging 3 friends. 2 pixel applications amounted to 1600 pixels unlocked. Via the tagging mechanism, 4,800 people were induced to join the page resulting in a spurt of organic growth. The first pixel application was completed within 4 hours and numerous requests lead to the second pixel contest being conducted. The contest was a success. The brands presence on social media channels was highlighted and product awareness was spread by gratifying users with merchandise. This could thereby result in potential customers.
- 14. Objective- Induce users to share their biking experience and stories with us. Connect with the target consumers & hunt for the most passionate ones. Functionality- Users submit a picture of their bike, type out their story and share it. Every user gets an individual profile and needs to get votes on their submission
- 17. The user lands on the application tab and is asked to submit his/her story
- 18. The user enters details such as his name, the name of his bike and the picture of his bike The user then enter their story and submit their entry to our database where it is put to vote.
- 19. The users submission is put to vote , open for one and all to cast their decision. A leaderboard displays the most voted entries and the entry which scored the highest votes wins.
- 20. Total tab views- 73,624 Number of participants- 3740 Daily new page subscriptions- 97,443 (During period of contest) Average monthly active users- 85,561 Period of contest- September through October
- 21. Objective- The prime objective was to create Indias largest biker community. In doing so, the brand could connect with the desired target consumer by inducing organic growth. Functionality- The application worked on a simple tag functionality, making the interface simple an undemanding yet captivating.
- 22. Every biker knows a biker Keeping this philosophy in mind, the biker chain application was created. A chain for a change was the concept that was implemented via an application. The end result was the biker community of India landing on a platform where they could share their passion with others!
- 24. The user lands on the application tab before commencing
- 25. The user needs to tag the most number of people be it biker friends, biker aficionados, influential, aspirational biker et all The user can also be tagged by his friends and everyone who he has tagged. The user with the highest consolidated score of the number of tags he has made and the number of times he has been tagged wins
- 26. Total tab views- 12,763 Total participations- 5,309 Conversion of tab views to entries- 41.6% Daily new page subscriptions- 86,920 (During the period of the contest) Average monthly active users- 69, 357 (During the period of the contest) Contest conducted in the month of September.
- 27. Period of analysis- 15/8/2011 15/10/2011
- 28. MAU Maximum- 1,14,186 (5/10/2011) MAU ( as on 15/8/2011) - 2,457 MAU (as on 15/10/2011) 1,07,614
- 29. Maximum likes Average likes during campaign- 1,896 Maximum likes recorded- 8,652 Sum total of likes- 1,15,677
- 30. 2,213 likes (max value) 419 comments (max value)
- 31. Growth of Monthly Active Users- 1,05,157 Average Daily Interactions- 1,434 Total Page Subscriptions- 1,15,677 Total Post Views- 31,54,777 Total Posts on Pages Wall by Users- 293
- 39. Xbhp ran the same My Bike. My Story application on their website and got about 300 entries on the same
- 40. Miss Malini came to interview John Abraham during the press conference where the actor was introduced to the winners of the contest
- 41. Winners with John Abraham