watawards2012_bestsocialmediacampaign_nickelodeonindia_runtimesolutions

Category: Best Social Media Campaign of the YearClient: Viacom18 Media Pvt. Ltd.Campaign: Nickelodeon IndiaAgency

Company : Viacom18 Media Pvt Ltd.

Campaign Name : Nickelodeon India Facebook Campaign

Campaign Duration: October ‘10 – June’11 (9 months)

URL: www.facebook.com/nickindia

MARKETING CHALLENGES AND

OBJECTIVES

1. To make Nick India Community an highly engaging community amongst kids on Facebook.

2. To make Nick India a remarkable Kids oriented brand.

3. To generate and disseminate even generic content

4. To reach out to over 500,000 eye balls

Campaign Brief

• Nickelodeon’s Social media Campaign model was based on focusing on Promoting Nick’s various kids-centric initiatives through social media at the same time, it was a platform for anything and everything about kids.

• Nickelodeon India’s Facebook page was dynamically twisted with loads of creative wallpapers, profile pics, wall posts according to the campaign of that month.

• In a span of 9 months, Nickelodeon executed two major events like Let’s Just Play and Young Astronauts, both promoted and backed by FB.

• Also, few new shows were launched like Keymon Ache and Pick-A-Trick Magic Show

The Plan

• Engaging Posts• UGC• Contests & Gratifications• Festive Celebrations• Popular Days• Kids Events• Information• Educative posts• Sports• Movies• General Knowledge• Daily Trivia• Humor• Current Affairs• Summer/Monsoon Specific themes

Execution

Facebook Page – facebook.com/nickindiaOctober’10 – Let’s Just Play Campaign

Landing page for New UsersOctober’10 – Let’s Just Play Campaign

Creating Promotional Events on FBOctober’10 – Let’s Just Play Campaign

Landing page for New UsersOctober’10 – Let’s Just Play Campaign

Oct’10 – Nov’10 - 200 Fan Photos added and 4,000 Photo views & Over 1500 Video Views

Nov’10 – 1 month - 44, 311 Fans

Being a kid-centric Campaign, Let’s Just Play drove higher ratio of youth and young parents to join the community.

User Engagement Graph

Key Insights: Oct – Dec 2010

Total Fans – 55,000Ranked 99 amongst Top Indian Brands on Facebook*

*Source: brandsgoingsocial

Key Insights: Jan’11 to June 2011

• Profile Pictures act as the face of the Page and it has been a constant effort to make them as fan friendly at the same time maintaining the brand consciousness amongst the fans.

• Contextual Designs and Content have worked really well, when it comes to Profile Pictures for the Page.

• When a format is set , gradually fans begin to expect a lot more contemporary and innovative stuff.

Ideas that worked

Dynamic Profile Pictures – Kids Attraction

When the User clicks ‘like’, the

Video player appears

Innovative Posters to attract new users – Call to Action to Like the page to see the Video

Wall Poster – Thanking the community for making this number even bigger

• Key Insights: Jan’11 to June 2011

• Clearly Nick India Community has been a successful example of an engaging community which has been able to reach out to over 5,00,000 eyeballs and 78,000 fan database.

• Interesting Creative Wall posts, Informative and Educational Activities have been a major engaging posts.

• Contextual posts have been a good success examples in terms of Sports events like cricket – World Cup, IPL ; Tennis - Wimbledon,etc

• Fun Contests in Summer and Magic Kits Gratifications have been a popular talk amongst the community.

• Follower responses have been tremendously positive .

• Humour, Relevancy and Relativity are the three major aspects of Content Management on the community page.

Key Insights: Jan’11 to June 2011

Along with interesting Contests, Fun Trivia, Hobby pictures, Nick India slowly got good User Generated Content and this helped in creating more Traction.

For almost 3 months (Apr – Jun’11)- Runtime Solutions key focus was only Content updation and generating engagement amongst the community.

By, the end of June, the community witnessed an organic growth of over 5,000 fans (which had no push from any media/paid ads)

(Separate reports, PPTs, Images, insights can be provided to the jury on request)

Thank You

For more details Contact us : info@runtime-solutions.comWebsite: www.runtime-solutions.com