philips india: case study
TRANSCRIPT
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Philips India
Services Offered: Content Research and Strategy, Information Architecture, Graphic Design Duration: 4 Months
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Objectives
- To Promote Style Sutra- To Promote the Face-off challenge- Initiate and participate in online conversations around
Philips India- Community Management
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Campaigns
Style Sutra Face-Off Challenge
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Plan
LISTENING- TG Analysis- ORM
CONVERSING- Social Tools- Content Strategy- Engagement
REPORTING- Monthly Report
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Target Group
Who are we talking to? Party Lovers
Young Professionals College Students
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Deliverables
CONTENT
Repeatedly sharing content with high engagement rate. - Brand/Campaign Related- Activity/Contest- Topical
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Deliverables
CONTENT- Campaign Related
“Philips Style Sutra”1.Posts/day: 1-2
2.Types of content :Wall Posts /TVCs/ Image Related Activity.
3. Good number of conversations were tracked on the images that were shared.
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Deliverables
CONTENT- Contest
“Face-off challenge”1.Posts/ day:
1-32.Types of content:
- Wall Posts about Launch- Promote Contest- Encourage users to participate
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Deliverables
CONTENT- Topical
1.Posts/ day: 1
2.Types of content: - Ask about their style quotient- Lifestyle- Interest.
3. Interaction: Maximum number of interactions were observed on the topical posts.
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Deliverables
COMMUNITY MANAGEMENT- Queries
- More than 50 Queries answered- Earliest response to the
queries within an hour on weekdays.
- Response time varied from 24 hrs to 72 hrs on weekends, but initiatives were taken to respond all the queries on time.
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Deliverables
COMMUNITY MANAGEMENT- Spams
- Checking the brands owned property and handling the activities
- Checking for other brands ads on our page.
- Removal of Spam Content
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Deliverables
COMMUNITY MANAGEMENT- Conversations
- Generating conversations with engaging posts and conversation starters
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Deliverables
Reporting
- Query sheet management
- Community management
- Monthly report
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Results: Insights
24% increase in Fans in 3 months
June July August September185000
195000
205000
215000
225000
235000
245000
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Results: Observations
Platform:Philips consumers were looking for a platform where they can group around the essence of the brand.Acknowledgement:Users like interacting given their voice is acknowledged. Meaningful & Planned Content creates Impact.Activities:Users look forward to activities to bond with the brand such as contests, games and discounts.
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Learning
We would to like to emphasize on the following ground:1. During the Activity/contest period the page has maximum
engagement which shows that the users like to participate in the activities and contests.
2. Users are unwilling to talk about brand centric posts rather they are interested in the Topical/Generic posts which according to their interest.
3. There are a lot of Style Enthusiasts on our platform. Maximum number of comments are generated from the Interactive posts.
4. The picture related posts also engage a lot of users on the platform. More than 200 interactions are generated from the pictorial posts.
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User Behaviour
During Face-off Challenge
Before Face-off Challenge
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Interaction
During Face-off Challenge
Before Face-off Challenge
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Likes
During Face-off Challenge
Before Face-off Challenge
