Yebhi.com launched a social media campaign on Twitter called #SachinBabaChaalisMore to celebrate Sachin Tendulkar's birthday. They asked 40 trivia questions related to Sachin over three days and randomly selected winners of gift vouchers for correct answers. The hashtag trended in India for around 39 hours and reached the number one position, garnering over 14,000 tweets from 1,520 participants with a total reach of 1.43 million. This increased Yebhi.com's Twitter followers by around 10% and brought significant attention to their new logo during the contest.

1. Social Media Case Study: #SachinBabaChaalisMore by
Yebhi.com
Brand Name:
Yebhi.com
Agency Name:
Social Media handled in-house
Objective:
Yebhi.com is one of the biggest E-Commerce players in India. With more than a million fans on
Facebook already, they wanted to make their precense felt on Twitter on Sachin's Birthday!
Yebhi.com launched it's new look in the middle of the contest and everyone noticed the new logo as
all the attention was on their twitter profile.
Execution:
40 unique trivia questions related to Sachin were asked which generated a lot of excitement in the
Twitter world. The event was spread over three days. #SachinBabaChaalisMore was used.
A random correct answer was choosen as the winner of Rs.1000 gift voucher for each question. At
the end of the contest an impromptu 'Super Over' question was asked to have one more lucky
winner!
Results:
1. #SachinBabaChaalisMore trended in India for around 39 hours over three days! (It got
trending within first 20 minutes of starting the contest, as soon as the first question was
asked.) Reached number one position on the second day in India.
2. Total number of tweets including #SachinBabaChaalisMore: 14,641 Tweets
3. Total number of participants or Twitter users: 1520 users
4. Total reach: 1.43 Million (Total followers of the above 1520 users)
5. Timeline deliveries (Impressions): 11.41 Million
6. @Yebhi mentioned in 13,106 Tweets.
7. No. of people having 10,000+ followers who tweeted: 17
8. No. of people having 1,00,000+ followers who tweeted: 2
9. Yebhi increased it's followers by about 10% approximately.
10. Another interesting info:- Poonam Pandey, India Today, AajTak, Max Television, Bajaj
Allianz, Lipton were some of the notable Twitter handles which tweeted with
#SachinBabaChaalisMore.
11. At the highest point, #SachinBabaChaalisMore was going at 32 Tweets/Minute!

2. Reaction: