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Femina Twinterview -Viral Marketing

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FoxyMoron
FoxyMoron

The document summarizes Femina magazine's strategy to increase their Twitter followers and engagement from youth. They began conducting "Twinterviews", which were live 45-60 minute interviews with popular celebrities on Twitter. Fans had to follow Femina's account to participate live. This novel idea proved hugely popular, resulting in a 557% increase in Twitter followers for Femina within 6 months as the Twinterviews spread virally. Celebrities now also frequently tweet and follow Femina. The strategy made Femina more relevant to youth and increased interactions on Twitter.

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Femina Twinterview -Viral Marketing
A growth of 557% December 2011- 4600 Followers 6 months on Twitter Later June 2011- 700 Followers on Twitter
Interactions on Growth of Twitter were very Twitter Followers Low had stagnated
The youth is most active on Twitter Femina has always been perceived as an older women’s/mature women’s magazine The youth lived with the perception that Femina will not connect with them Youth centric topics like fashion and celebrity news were not Femina’s core focus on Twitter Thus, youth interactions on Twitter were minimal
A Big Idea that An Idea with a would appeal Viral Factor to the Youth A Focus on youth centric content
The Idea
• Interviews with Celebrities on Twitter – Twinterviews were held with celebrities who are popular on Twitter – These Twinterviews were held at a pre-decided time and were publicized using Twitter and Facebook – Each Twinterview lasted between 45minutes - 1 hour – Femina Tweeted questions to the celebrity and they would reply tagging Femina in their response – The Celebrity's followers could experience the Twinterview live if they followed Femina – Twinterviews were showcased on the Femina website after they were completed
Femina Twinterview -Viral Marketing
Femina Twinterview -Viral Marketing
Femina Twinterview -Viral Marketing
Femina Twinterview -Viral Marketing
Femina Twinterview -Viral Marketing
Femina Twinterview -Viral Marketing
Femina Twinterview -Viral Marketing
A 557% increase in Followers within 6 months Celebrities are now Tweeting to A larger increase and Following in interactions Femina on Twitter Results
Fans had to follow Femina to follow the twinterview live! The idea is novel and appeals to all age groups A celebrity giving a live interview is not something people experience too often The content was around women. What these celebrities did, why they did it or how they made it big We made the celebrities recommend us to the next celebrity making the entire concept viral
Facebookupdates used to promote Twinterviews These posts receive high number of Interactions
Femina Twinterview -Viral Marketing
• Twinterviews have been a huge success. • Our followers tweet about and look forward to our Twinterviews • We have been successful in acquiring and engaging young followers • Celebrities frequently tweet to us, further increasing our followers
The idea spreads like fire on Twitter TheTwinterviewsget the attention of all the people The follower count increases by 557% Twitter now becomes an essential conversation point Fans look forward to and suggest celebrities forTwinterviews All in all a viral case study worth BEING FOXY!
Femina Twinterview -Viral Marketing

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Femina Twinterview -Viral Marketing

  • 2. A growth of 557% December 2011- 4600 Followers 6 months on Twitter Later June 2011- 700 Followers on Twitter
  • 3. Interactions on Growth of Twitter were very Twitter Followers Low had stagnated
  • 4. The youth is most active on Twitter Femina has always been perceived as an older women’s/mature women’s magazine The youth lived with the perception that Femina will not connect with them Youth centric topics like fashion and celebrity news were not Femina’s core focus on Twitter Thus, youth interactions on Twitter were minimal
  • 5. A Big Idea that An Idea with a would appeal Viral Factor to the Youth A Focus on youth centric content
  • 7. • Interviews with Celebrities on Twitter – Twinterviews were held with celebrities who are popular on Twitter – These Twinterviews were held at a pre-decided time and were publicized using Twitter and Facebook – Each Twinterview lasted between 45minutes - 1 hour – Femina Tweeted questions to the celebrity and they would reply tagging Femina in their response – The Celebrity's followers could experience the Twinterview live if they followed Femina – Twinterviews were showcased on the Femina website after they were completed
  • 15. A 557% increase in Followers within 6 months Celebrities are now Tweeting to A larger increase and Following in interactions Femina on Twitter Results
  • 16. Fans had to follow Femina to follow the twinterview live! The idea is novel and appeals to all age groups A celebrity giving a live interview is not something people experience too often The content was around women. What these celebrities did, why they did it or how they made it big We made the celebrities recommend us to the next celebrity making the entire concept viral
  • 17. Facebookupdates used to promote Twinterviews These posts receive high number of Interactions
  • 19. • Twinterviews have been a huge success. • Our followers tweet about and look forward to our Twinterviews • We have been successful in acquiring and engaging young followers • Celebrities frequently tweet to us, further increasing our followers
  • 20. The idea spreads like fire on Twitter TheTwinterviewsget the attention of all the people The follower count increases by 557% Twitter now becomes an essential conversation point Fans look forward to and suggest celebrities forTwinterviews All in all a viral case study worth BEING FOXY!