Using the release of the movie Matru Ki Bijlee Ka Mandola, a campaign was launched by a mobile social messaging service - We chat

1. SOCIAL MEDIA CASE STUDY

2. Objectives
o To create the awareness of WeChat messaging service in
India, especially among the youth, which is already hooked to other
competitive apps
o To increase the interaction among existing fans and reach out to a
younger audience
o To get new users to download the WeChat application through social
media

3. Strategy
o WeChat India is a mobile social messaging communication service that
allows users to connect with friends across different platforms
o The WeChat application is available for different platforms such as
Android, iOS, Windows, Symbian, Blackberry etc
o In a competitive world of Social Messaging Service, most of the young
audience is hooked on to online chat applications
o The brand wanted to create a strong presence in the already crowded
market of mobile social messaging apps
o The upcoming movie Matru Ki Bijlee Ka Mandola had a huge youth
following which also happens to be the brand TG

4. Strategy
o Using the release of the movie Matru Ki Bijlee Ka
Mandola, a campaign was launched by brand WeChat
o The strategy was to use the movie to connect with the
young audience and engage them in a fun contest
o The contest was run across Facebook and Twitter
o The focus of the contest was on receiving the answers from
the audience via WeChat only and in the process get
participants to also use the WeChat application
o 4 winners stood a chance to meet the starring celebrities of
the movie, Imran Khan and Anushka Sharma

5. Activities - Facebook
The campaign was run on WeChat Facebook page which had close to 380,000 existing fan base. The
brand would ask its fans questions related to the movie Matru Ki Bijlee Ka Mandola

6. Activities - Facebook
In order for the participant to be eligible to win, he would have to send the answers only on
WeChat IDs. The participant connect with the WeChat account of Matru and Bijlee and send
their answers on these IDs only.

7. Activities - Facebook
The participants can add the IDs to their account by using the QR code. The QR Codes were also
displayed in Malls across Gurgaon.

8. Activities - Samples

9. Activities - Twitter
The Contest was also promoted on Twitter using the The users follow WeChat India twitter handle and re-
hashtags #WeChatMagarPyaarSe and #MatruOnWeChat tweet the ones with #MatruOnWeChat to win 20 movie
tickets

10. Winners

11. Winners

12. Results
o The campaign was run for a week across Facebook and Twitter
o The contest post generated lot of buzz through comments and likes
Date Facebook Total Total Total
Growth Engaged Impressions
Users
Campaign Jan 3rd 3,77,061
Start
28784 69,627 5638182
Campaign End Jan 11th 4,05,845

13. Results
o The hashtag #WeChatMagarPyarSe was used to promote the contest and engage the audience
o The hashtags reached generate over a million impressions and reaching out to over 150k followers

14. Results

15. Conclusion
o The campaign created a huge buzz among the young
audience on Facebook and Twitter
o The Facebook page garnered over 28,000 new fans
o The Twitter engagement helped the brand reach out to
over 150,000 followers and engage with them

16. THANK YOU
For more information, contact:
Sanjay Mehta/Hareesh Tibrewala
Joint CEOs @ Social Wavelength
Email:hareesh@socialwavelength.com
Cell: +91-98210-89388
Email:smehta@socialwavelength.com
Cell: +91-98200-40918