#LuminousPowerPledge is a CSR initiative by Luminous to create awareness amongst people about the importance of power and electricity conservation and is an attempt to drive them towards saving it.

1. Social Media Campaign
Report For
#LuminousPowerPledge

2. 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.

3. Methodology & Period
The Luminous Power Pledge campaign was spread across 5 social media channels.
The period of the complete campaign was 13th Jan – 10th Feb 2014
Facebook
Twitter
Thunderclap
YouTube

5. FACEBOOK STRATEGY
ACTIVITIES:
1. Application Development
Fans 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 creation
Cover pic was designed to promote the campaign.
3. Campaign Promotion
a)
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 Showcase
c)
Campaign promotion was done via Facebook social ads
d)
Video of Sachin promoting the campaign was promoted on Facebook.
4. Gratification
3 winners were gratified every Monday with Bookmyshow vouchers.

6. Luminous Power Pledge Application

7. Campaign Posts & Cover Pic

8. Winner Buzz & Declaration

9. 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

10. Facebook Ads- Results
Luminous Social Ads:
- Approx 7.5 million impressions
- 5000 fans increased
- 9000 clicks

11. Luminous Power Pledge Campaign on Sachin’s Facebook wall

13. Twitter Strategy
ACTIVITIES:
1. Hashtag Contest - #LuminousPowerPledge
a)
On Twitter 4 contests were launched with the hashtag #LuminousPowerPledge.
Campaign 1 - Tweeting Pledge with Images
Campaign 2 - Quiz Based Campaign
Campaign 3- Quiz Based Campaign
Campaign 4- Quiz Based Campaign
2.Twitter Skin creation
Twitter skin and header image were designed to promote the pledge plan.
3. Campaign Promotion
Luminous Power Pledge FB Campaign was also extensively promoted via regular tweets.

14. Campaign Reach – Total Result
Total Tweets
Done
Total
Accounts
Reached-
5500+
Total
Impressions
1.9millions +
1.5Lakh+
Campaign
Reach

15. 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

16. Campaign 1- Buzz Created

17. Campaign 1- Tweet to Influencers

18. Campaign 1- Tweeting Pledge with Image

19. Campaign 1- Creative’s Updated

20. Campaign 1- India Trending
#LuminousPowerPledge Hashtag was
trending in India for 01:15 Hours on
15th Jan’14

21. Campaign 1- Trending in other cities
#LuminousPowerPledge Hashtag was trending in many cities on 15th Jan’14

22. Campaign 1- Pledges Received

23. Campaign 1- Other Brands Jumped in

24. Campaign 1- Result
15th Jan 2014

25. Campaign 1- Result
16th Jan 2014

26. Campaign 1- Winners
Instant Gratification

27. 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

28. Campaign 2- Buzz Created

29. Campaign 2- Tweet to Influencers

30. Campaign 2- Quiz Based Campaign

31. Campaign 2- Creative’s Updated

32. Campaign 2- India Trending
#LuminousPowerPledge Hashtag was trending on 2nd
Position in India for 02:15 Hours on 22nd Jan’14

33. Campaign 2- Other Cities Trending
#LuminousPowerPledge
Hashtag was trending in
other cities on 22nd
Jan’14

34. Campaign 2- Active Participation

35. Campaign 2- Result
22nd Jan 2014

36. Campaign 2- Winners
Instant Gratification

37. 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

38. Campaign 3- Buzz Created

39. Campaign 3- Tweet to Influencers

40. Campaign 3- Quiz Based Campaign

41. Campaign3 - Creative’s Updated

42. Campaign 3- India Trending
#LuminousPowerPledge Hashtag was
trending on 2nd Position in India for 01:30
Hours on 29th Jan’14

43. Campaign 3- Other Cities Trending
#LuminousPowerPledge Hashtag was trending in other cities on 29th Jan’14

44. Campaign 3- Active Participation

45. Campaign 3- Result
29th Jan 2014

46. Campaign 3- Winners
Instant Gratification

47. 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

48. Campaign 4- Buzz Created

49. Campaign 4- Tweet to Influencers

50. Campaign 4- Quiz Based Campaign

51. Campaign4 - Creative’s Updated

52. Campaign 4- India Trending
#LuminousPowerPledge Hashtag was
trending on 3nd Position in India for 04:05
Hours on 5th Feb’14

53. Campaign 3- Other Cities Trending
#LuminousPowerPledge Hashtag was trending in other cities on 5th Feb’14

54. Campaign 4- Active Participation

55. Campaign 4- Result

56. Campaign 4- Winners

58. YOUTUBE STRATEGY
ACTIVITIES:
1. Sachin’s promotional video updated on Youtube – 262 views
2. Youtube skin updated
3. Video promoted on Facebook

59. THUNDERCLAP STRATEGY
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.

60. Thunderclap Promotion on Social Channels

61. Thunderclap Completed
Thunderclap
Completed on 2nd Feb

62. Campaign Stats

63. Thunderclap messages

64. Campaign Result
•
•
•
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)

65. Thank You.