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Social Media Campaign Report For#LuminousPowerPledge
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Campaign Objective
#LuminousPowerPledge is an CSR initiative by Luminous to create awareness amongst people about the importance of power & electricity conservation and to drive them towards saving it.
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Methodology & Period
Facebook Twitter Thunderclap
Blogs YouTube
The Luminous Power Pledge campaign was spread across 5 social media channels. The period of the complete campaign was 13th Jan – 10th Feb 2014
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FACEBOOK STRATEGY
ACTIVITIES:
1. Application DevelopmentFans were asked to share their photos in pledge pose along with their power pledge to save power &
electricity. Luminous Power Pledge Application was created to enable them share their pics and pledges. Sachin, the brand ambassador for Luminous supported the campaign.
2.Cover Pic creationCover pic was designed to promote the campaign.
3. Campaign Promotiona) Campaign was extensively promoted via regular posts on Facebook (link of the application was shared
in the post).b) 3 content routes- Generic posts, Post highlighting Sachin, Pledge Showcasec) Campaign promotion was done via Facebook social adsd) Video of Sachin promoting the campaign was promoted on Facebook.
4. Gratification3 winners were gratified every Monday with Bookmyshow vouchers.
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Luminous Power Pledge Application
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Campaign Posts & Cover Pic
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Winner Buzz & Declaration
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Facebook App- Results
Luminous Power Pledge App & Promotion:
- 5300+ users. - 75000+ fans reached - Around 500 entries received - Approx 100 posts updated from 13th Jan- 10th Feb for campaign promotion
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Facebook Ads- Results
Luminous Social Ads:
- Approx 7.5 million impressions - 5000 fans increased- 9000 clicks
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Luminous Power Pledge Campaign on Sachin’s Facebook wall
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a) On Twitter 4 contests were launched with the hashtag #LuminousPowerPledge.
Campaign 1 - Tweeting Pledge with ImagesCampaign 2 - Quiz Based Campaign Campaign 3- Quiz Based CampaignCampaign 4- Quiz Based Campaign
2.Twitter Skin creation
Twitter skin and header image were designed to promote the pledge plan.
3. Campaign PromotionLuminous Power Pledge FB Campaign was also extensively promoted via regular tweets.
Twitter Strategy
ACTIVITIES:
1. Hashtag Contest - #LuminousPowerPledge
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Campaign Reach – Total Result
Campaign Reach
Total Accounts Reached-1.5Lakh+
Total Tweets Done
5500+Total
Impressions1.9millions +
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Twitter:Campaign 1- Tweeting Pledge with Image
Theme: Followers had to tweet their pledge along with their image in pledge position using the hashtag #LuminousPowerPledge. Duration: 15th Jan’14- 10am to 5.30 pm 16th Jan’14- 10am to 5.30 pm
Entries: 912 Tweets on 15th Jan’14 1225 Tweets on 16th Jan’14
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Campaign 1- Buzz Created
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Campaign 1- Tweet to Influencers
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Campaign 1- Tweeting Pledge with Image
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Campaign 1- Creative’s Updated
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Campaign 1- India Trending
#LuminousPowerPledge Hashtag was trending in India for 01:15 Hours on
15th Jan’14
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Campaign 1- Trending in other cities
#LuminousPowerPledge Hashtag was trending in many cities on 15th Jan’14
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Campaign 1- Pledges Received
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Campaign 1- Other Brands Jumped in
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Campaign 1- Result
15th Jan 2014
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Campaign 1- Result
16th Jan 2014
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Campaign 1- Winners
Instant Gratification
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Campaign 2- Quiz Based Campaign
Theme: Quiz on Energy Conservation
Format: 6 Questions were asked in the span of 2 hours, participants with highest number of correct answers were declared the winners.
Duration: 22nd Jan’14
Entries: 1500 Tweets
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Campaign 2- Buzz Created
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Campaign 2- Tweet to Influencers
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Campaign 2- Quiz Based Campaign
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Campaign 2- Creative’s Updated
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Campaign 2- India Trending
#LuminousPowerPledge Hashtag was trending on 2nd Position in India for 02:15 Hours on 22nd Jan’14
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Campaign 2- Other Cities Trending
#LuminousPowerPledge Hashtag was trending in
other cities on 22nd Jan’14
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Campaign 2- Active Participation
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Campaign 2- Result
22nd Jan 2014
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Campaign 2- Winners
Instant Gratification
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Campaign 3- Quiz Based Campaign
Theme: Quiz on Energy Conservation
Format: 7 Questions were asked in the span of 2 hours, participants with highest number of correct answers were declared the winners.
Duration: 29th Jan’14
Entries: 1500 Tweets
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Campaign 3- Buzz Created
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Campaign 3- Tweet to Influencers
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Campaign 3- Quiz Based Campaign
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Campaign3 - Creative’s Updated
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Campaign 3- India Trending
#LuminousPowerPledge Hashtag was trending on 2nd Position in India for 01:30
Hours on 29th Jan’14
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Campaign 3- Other Cities Trending
#LuminousPowerPledge Hashtag was trending in other cities on 29th Jan’14
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Campaign 3- Active Participation
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Campaign 3- Result
29th Jan 2014
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Campaign 3- Winners
Instant Gratification
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Campaign 4- Quiz Based Campaign
Theme: Quiz on Energy Conservation
Format: 5 Questions were asked in the span of 2 hours, participants with highest number of correct answers were declared the winners.
Duration: 5th Feb’14
Entries: 1500 Tweets
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Campaign 4- Buzz Created
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Campaign 4- Tweet to Influencers
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Campaign 4- Quiz Based Campaign
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Campaign4 - Creative’s Updated
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Campaign 4- India Trending
#LuminousPowerPledge Hashtag was trending on 3nd Position in India for 04:05
Hours on 5th Feb’14
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Campaign 3- Other Cities Trending
#LuminousPowerPledge Hashtag was trending in other cities on 5th Feb’14
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Campaign 4- Active Participation
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Campaign 4- Result
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Campaign 4- Winners
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1. Sachin’s promotional video updated on Youtube – 262 views2. Youtube skin updated3. Video promoted on Facebook
YOUTUBE STRATEGY
ACTIVITIES:
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We utilized Thunderclap to promote the campaign and create awareness & viral effect around it.
Thunderclap is the crowd-speaking platform that helps people be heard by saying something together. If enough people support it, Thunderclap will blast out a timed Facebook Post or Tweet from all your supporters, creating a wave of attention.
THUNDERCLAP STRATEGY
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Thunderclap Promotion on Social Channels
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Thunderclap Completed
Thunderclap Completed on 2nd Feb
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Campaign Stats
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Thunderclap messages
THUNDERCLAP
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• The aim was to get 100 supporters by 2nd Feb.
• We got 105 supporters and the message got Thunder Clapped
• Social reach of the message was 49,182 (Social Reach is FB+Twitter followers/friends of all who participated in thunderclap)
Campaign Result
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Thank You.