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MindShift Interactive
MindShift Interactive

The document summarizes a social media campaign by HomeShop18.com to promote the launch of author Chetan Bhagat's new book "What Young India Wants". The #18ThingsIWant campaign asked people to share the 18 things they want in life. It trended worldwide within 15 minutes, reaching over 1.6 million people with over 1.3 million mentions and 3 lakh retweets. The campaign successfully generated awareness of the book and positive conversations around what people desire.

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Highlights • Objective: To highlight the launch of Chetan Bhagat’s new book, What Young India Wants, on HomeShop18.com • Strategy: Mix Insights on Consumer Sentiments along with a brand connect • Campaign Name: #18ThingsIWant • Core Achievements: – The brand trended within 15 minutes of launch & went on to trend worldwide all the way until the next day – Awareness on the book and brand was spread across digital
#18ThingsIWant 8th August 2012
The Concept • Everyone loves to talk about WHAT THEY WANT • We plugged in a Brand Connect asking audiences to tell us 18 Things They Want in life • Conversations ranged from a happy life, anti corruption all the way to mobile phones & shopping Conclusion: People WANT a lot of things & people who are willing to listen
Statistics • Trended in all the Cities, India and Worldwide • Trended in Less than 15 Minutes • Cumulative Reach of Over 1.6 Million • Over 1.3 Million Mentions • Over 3 Lakh RTs
Trend began at 12:47 pm In less than 15 minutes reach at No 1
City and Nationwide Trend
We even trended WORLDWIDE From No 3 to No 1 in a few hours And we continue to do so…
Tweets by Other Brands
What our Tweeps Wanted A few Conversations
People linked pictures with the hashtag Outreach beyond Twitter
Influencers from Around The World
Words Associated with the #18ThingsIWant
Twitter Reach – Over 1.3 Million
Positive Positive: Negative Ratio was 24:1 Negative
More Numbers
Over 1.3 Million Mentions Over 3 Lac Retweets
Additional Stats – Restricted to 1500 Tweet Related Stats
Before Trend Could start After Trend started Increment by 48 Followers
Thank You

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