Micromax-Turbo -Digital-Campaign

Aug 28, 20162 likes265 views

Micromax launched a social media campaign to promote their new Canvas Turbo smartphone. The objectives were to build excitement around the device and promote Hugh Jackman as their brand ambassador. They created a microsite and teaser video promoting the upcoming phone that was shared across Facebook, Twitter, and YouTube. The campaign was successful in generating over 12,000 mentions online, with the teaser video receiving over 180,000 views in three days and the hashtag trending on Twitter. The campaign achieved wide press coverage and engaged thousands of people in online conversations.

About Micromax:
• Micromax is an Indian consumer electronics company
headquartered in Gurgaon.
• The company was established as an IT software company operating
in the embedded devices domain and in 2008 it later entered the
mobile handset business.
• By 2010, it was one of the largest domestic companies making
handsets in the low-cost feature phone segment in India.
• Today they have products ranges in LED Television Segment, Mobile
Phones, Smart Phones, Tablets, 3G Data Cards.

Platforms Used:
• Microsite was created and with Teaser Video, embedded with all Social Media
Platforms.
Social Media Platforms

Campaign Strategy & Execution:
• A Teaser phase was implemented across all Social Media Platforms.
• Microsite was created and embedded with teaser video on all
Social Media Platforms.
• FB, twitter & YouTube became the launch pad for the product
launch.
• Campaign was spilt into teaser & Launch Phase.
• Teaser phase included the announcement of an upcoming device
and our association with Hugh Jackman.

Campaign Execution:
• Facebook Post Published:
Likes: 2447
Comments: 150
Shares: 122
Likes: 734
Comments: 56
Shares: 145
Likes: 13,313
Comments: 502
Shares: 1131

People Talking About :
• There were thousands of Comment on Various Post during the
campaign and maximum number of comment include the name of
“Hugh Jackman”.

Facebook Replies:
on Amazon.
• Each response was driven to the Teaser Video initially followed
by driving them to the microsite by leveraging on the excitement.
• Micromax was there to engage with the fans with instant
replies to their comments.

Campaign Execution:
• Twitter Tweets:
• These three tweets reached out to 2 Million plus people in less
than 72 hours post the announcement.

Campaign Execution:
Twitter Trending & Engagement With Fans:
• Trended across India in Half Hour.
• Hugh Jackman trended at number 1 and
Micromax at number 4.
• Micromax was trending through the day.
• Micromax was there to engage with the fans
with instant replies to their comments.
• Each response was driven to the Teaser
Video

Campaign Execution:
YouTube Videos:
• They launched different video on YouTube Channels.

Campaign Execution:
YouTube Trending :
• This has been for the first
time for Micromax that the
teaser video of a campaign
has gone “Viral”.
• It started trending on
YouTube with 48 hrs.

Website Traffic During Campaign:
• Facebook was the highest driver of
traffic to the microsite followed by
www.micromaxinfo.com.
• Since the teaser video was doing
exceptionally well, the link in the video
description was able to send more
traffic.
• From YouTube also a good number of
traffic was generated.

Results :
• The hashtag of the social media campaign generated over 12,173
mentions over the internet.
• The teaser video of the campaign featuring Hugh Jackman went viral
and garnered 180,000+ views within 3 days.
• The campaign got noticed and covered by press all around the
country.
• Twitter user were the most active in voicing out their opinions.
• 3 Facebook post drove 18,600 conversation within 72 hrs.
• 1,422,644 number of people saw the post in less than 3 days on FB.
• 10,731 tweets were published by user in less than 3 days.

Results :
• 22% of conversation were driven by women on Twitter.
• 750+ new followers were acquired organically on Twitter.
• 25.4 million estimated impression on Twitter.
• 7,192 unique visitors on Twitter.
• 340+ Comments were received on the YouTube for Teaser Video.

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Micromax-Turbo -Digital-Campaign

1. Micromax Canvas Turbo-2013

2. About Micromax: • Micromax is an Indian consumer electronics company headquartered in Gurgaon. • The company was established as an IT software company operating in the embedded devices domain and in 2008 it later entered the mobile handset business. • By 2010, it was one of the largest domestic companies making handsets in the low-cost feature phone segment in India. • Today they have products ranges in LED Television Segment, Mobile Phones, Smart Phones, Tablets, 3G Data Cards.

3. Campaign Objective: • Main Objective of this campaign is to build excitement around the new Product- Micromax Canvas Turbo. • Promoting Hugh Jackman as the brand ambassador of Micromax. • Generate, sustain and amplify the fans interest for the upcoming device- Micromax Canvas Turbo.

4. Platforms Used: • Microsite was created and with Teaser Video, embedded with all Social Media Platforms. Social Media Platforms

5. Campaign Strategy & Execution: • A Teaser phase was implemented across all Social Media Platforms. • Microsite was created and embedded with teaser video on all Social Media Platforms. • FB, twitter & YouTube became the launch pad for the product launch. • Campaign was spilt into teaser & Launch Phase. • Teaser phase included the announcement of an upcoming device and our association with Hugh Jackman.

6. Campaign Execution: • Facebook Post Published: Likes: 2447 Comments: 150 Shares: 122 Likes: 734 Comments: 56 Shares: 145 Likes: 13,313 Comments: 502 Shares: 1131

7. People Talking About : • There were thousands of Comment on Various Post during the campaign and maximum number of comment include the name of “Hugh Jackman”.

8. Facebook Replies: on Amazon. • Each response was driven to the Teaser Video initially followed by driving them to the microsite by leveraging on the excitement. • Micromax was there to engage with the fans with instant replies to their comments.

9. Campaign Execution: • Twitter Tweets: • These three tweets reached out to 2 Million plus people in less than 72 hours post the announcement.

10. Campaign Execution: Twitter Trending & Engagement With Fans: • Trended across India in Half Hour. • Hugh Jackman trended at number 1 and Micromax at number 4. • Micromax was trending through the day. • Micromax was there to engage with the fans with instant replies to their comments. • Each response was driven to the Teaser Video

11. Campaign Execution: YouTube Videos: • They launched different video on YouTube Channels.

12. Campaign Execution: YouTube Trending : • This has been for the first time for Micromax that the teaser video of a campaign has gone “Viral”. • It started trending on YouTube with 48 hrs.

13. Website Traffic During Campaign: • Facebook was the highest driver of traffic to the microsite followed by www.micromaxinfo.com. • Since the teaser video was doing exceptionally well, the link in the video description was able to send more traffic. • From YouTube also a good number of traffic was generated.

14. Results : • The hashtag of the social media campaign generated over 12,173 mentions over the internet. • The teaser video of the campaign featuring Hugh Jackman went viral and garnered 180,000+ views within 3 days. • The campaign got noticed and covered by press all around the country. • Twitter user were the most active in voicing out their opinions. • 3 Facebook post drove 18,600 conversation within 72 hrs. • 1,422,644 number of people saw the post in less than 3 days on FB. • 10,731 tweets were published by user in less than 3 days.

15. Results : • 22% of conversation were driven by women on Twitter. • 750+ new followers were acquired organically on Twitter. • 25.4 million estimated impression on Twitter. • 7,192 unique visitors on Twitter. • 340+ Comments were received on the YouTube for Teaser Video.

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