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Black Dog Easy Evenings Blogathon

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Hrish Thota
Hrish Thota

The document discusses a blogathon campaign conducted by Black Dog Easy Evenings to increase their online presence and generate crowd-sourced content. The campaign involved 30 lifestyle bloggers writing one blog post each over 30 days on topics related to world-class events. The bloggers gained gadgets as prizes and the campaign resulted in 860 blog posts reaching 6 lakh people, exceeding targets and improving search engine results for the brand.

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Black Dog Easy Evenings Blogathon Hrish Thota @dhempe Tweet about our session using #SMWBangalore.
What is a Blogathon? • Multiple blog posts • Multiple days • Multiple sub-topics under a main topic • Multiple bloggers • Assured prizes • Time bound/ Campaign bound approach
Why Blogathon for a Brand? • Brand building & awareness • Crowd sourced content generation • Maximum reach via top bloggers • Helps in Search Engine Optimization • Sense of honesty and transparency • Increases trust and familiarity
Case Study: Black Dog Easy Evenings
Blogathon Objective: ï‚— ï‚— ï‚— ï‚— ï‚— ï‚— Increase presence of Black Dog Easy Evenings on Internet Increase content on Internet of world class events Increase content on popular keywords selected by Google Adwords Leverage honest feedback from bloggers Create personal connect with bloggers Reach out to bloggers having more than 20,000 readers a month
Highlights of the Blogathon ï‚— 30 lifestyle bloggers from across India with maximum reach ï‚— 30 blog posts in 30days ï‚— SMS/Email reminders ï‚— Bloggers were gratified with gadgets ï‚— Top 10 bloggers selected for 2nd stage
Popular Bloggers - Raksha
Popular Bloggers - Apurva
Popular Bloggers – Aravind B K
Black Dog Blogathon - Metrics Total Blog posts 860 Total Reach 6 Lakhs Reach Average Viewership 700-800
Success of Blogathon • Had 95% output (target – 70%) • Bloggers used personal stories • Bloggers doubled their visitors that month • Search Engine results improved a lot
Challenges during Blogathon • Plagiarism / Repetitive content • Demotivation of bloggers • Losing Interest • Brands could be pushy • Bloggers are NOT paid media

More Related Content

Black Dog Easy Evenings Blogathon

  • 1. Black Dog Easy Evenings Blogathon Hrish Thota @dhempe Tweet about our session using #SMWBangalore.
  • 2. What is a Blogathon? • Multiple blog posts • Multiple days • Multiple sub-topics under a main topic • Multiple bloggers • Assured prizes • Time bound/ Campaign bound approach
  • 3. Why Blogathon for a Brand? • Brand building & awareness • Crowd sourced content generation • Maximum reach via top bloggers • Helps in Search Engine Optimization • Sense of honesty and transparency • Increases trust and familiarity
  • 4. Case Study: Black Dog Easy Evenings
  • 5. Blogathon Objective: ï‚— ï‚— ï‚— ï‚— ï‚— ï‚— Increase presence of Black Dog Easy Evenings on Internet Increase content on Internet of world class events Increase content on popular keywords selected by Google Adwords Leverage honest feedback from bloggers Create personal connect with bloggers Reach out to bloggers having more than 20,000 readers a month
  • 6. Highlights of the Blogathon ï‚— 30 lifestyle bloggers from across India with maximum reach ï‚— 30 blog posts in 30days ï‚— SMS/Email reminders ï‚— Bloggers were gratified with gadgets ï‚— Top 10 bloggers selected for 2nd stage
  • 10. Black Dog Blogathon - Metrics Total Blog posts 860 Total Reach 6 Lakhs Reach Average Viewership 700-800
  • 11. Success of Blogathon • Had 95% output (target – 70%) • Bloggers used personal stories • Bloggers doubled their visitors that month • Search Engine results improved a lot
  • 12. Challenges during Blogathon • Plagiarism / Repetitive content • Demotivation of bloggers • Losing Interest • Brands could be pushy • Bloggers are NOT paid media