This was a 5 week long campaign and was initiated with a set of five 30-second specially conceptualized, scripted (by CogMat) and created videos (with a production house) that were launched on the brands YouTube channel, links are below: Episode 1: http://www.youtube.com/watch?v=VpiZ890QGx8 Episode 2: http://www.youtube.com/watch?v=mDp-n8qtufQ Episode 3: http://www.youtube.com/watch?v=9g4V-EmgzFA Episode 4: http://www.youtube.com/watch?v=Bnari4vQxUA Episode 5: http://www.youtube.com/watch?v=K4PQE1lccvA These videos were tied onto an exclusive microsite www.101usesofgadgets.com that gave the essence of the campaigns with options for users to upload their own uses of useless gadgets.

1. 101 Uses of Gadgets without Quick Heal –
Campaign Review

2. Brand and Communication
Objective

3. Goals of the Campaign
To make non-Quick Heal users aware about the presence
To make non-Quick Heal users aware about the presence
of Quick Heal through all online channels
of Quick Heal through all online channels
To outreach to the casual users of Gadgets who don’t use
To outreach to the casual users of Gadgets who don’t use
Quick Heal Products
Quick Heal Products

4. Objectives
Platform
Objective Set
Facebook Ad Campaign
Impressions
0.12 Crore
Facebook Fans
35 Thousand
Twitter Impressions
0.3 Crore
YouTube Impressions
27.24 Lakhs
Digital Banner Impressions
6.5 lakhs
101 Website clicks
14 Thousand
Total Video Views
NA

5. Target Audience

6. Psychographic & Demographic Profile of Target Audience

Activities
o
o
o
o

Attitude
o
o
o

Like the latest things
Active on multiple platforms
Like Watching videos
Not averse to engaging with a brand deeper than others (videos, pictures etc)
Age Group
o

Look for whatever’s new
Not receptive to preaching
Despite being connected to the online medium are not hardcore tech enthusiasts
Behaviour
o
o
o
o

Not receptive to traditional advertising
Fans of comedy
Creative
Values
o
o
o

Casual Users of Gadgets & Technology
Connected online at all times via smartphones & tablets etc
Watch funny videos
No necessarily users or believers in anti-Virus software (especially for mobiles & Tablets)
15-30
Geographic Location
o
o
India
Urban Areas (All)

7. Campaign Details

8. Our Approach
 Create a new identity under Quick Heal: 101 Uses Of Gadgets Without
Quick Heal
 This would have its own identity, personality and its own properties in the
Digital World.
 101 Uses Of Gadgets Without Quick Heal would be announced to the
world in a 6 week long Campaign.
 The Campaign would educate casual users about the need to use Quick
Heal’s products in fun and subtle way using humour.
 The Campaign would contain Youtube Videos, Facebook Tab Based
Contests, Twitter #tag contests, User Generated Content and a Microsite
as its permanent address

9. We started with
Teasers

10. Created minimalistic posters of the videos that were to be launched and promoted
them on the Quick Heal and 101 pages to make the fans aware that something
exciting was coming their way.

12. We moved on to
Infographics

16. We Launched the
Micro-site

17. Home Page Design
Interactive
Interactive
Youtube
Youtube
Tab
Tab
Interactive
Icons for
Navigation
Interactive
Interactive
Social Feed
Social Feed

18. Interactive Meme page to showcase the campaigns train of
thought.

19. A Contest page that allowed visitors to participate directly in
contest on the site and on our social properties.

20. A Fan Upload Page to Display UGC and allow visitors to submit
their own!

21. Conceptualised 10.1% Discount to connect Fan/Followers to products.
A Buy Now button was integrated to take users to the Quick Heal Payment Gateway
for immediate buys.

22. Connected the users to the Quick Heal Blogs so that the new
audience outreached to could see Quick Heals ideology

23. Micro-site Analytics

24. Activities on The
Micro-site

25. Created and promoted Memes

26. Ran, Conceptualized and Promoted Contests

27. Seeded, invited and moderated User Generated
Memes
42 Entries

28. Activities on Social
Media

29. We launched the videos
* All videos
hyperlinked.
Click on image
to open.

30. Populated the Memes on FaceBook

31. Personified Viruses to connect the new fans to our core business using the
funny tone of the campaign.

32. Cross promoted Twitter Contests on our FaceBook page using a Tab so that our
fans could join the fun on Twitter

33. Twitter Hashtags
Pre- campaign
#ICanAlsoUseMyGadgetfor
During Campaign – 5 Weeks, 5 hashtags
#ADayWithoutInternet
#IAlsoUseMyLaptopto
#ADayWithNoCellphone
#BeforeTheInternet
#MyPhoneIsMy
All through the campaign
#WithoutQuickHeal

34. Fan Reaction to the
campaign

35. On Facebook

36. Fans engaged with campaign and brand enthusiastically

38. On Twitter

40. Team 101 had a witty retort for every fun tweet

41. We ended the campaign with the
“Spot the Virus”
contest

42. Spot The Virus
 The Spot the Virus contest asked Fans
to search for a hidden Virus in each
Video
 A Dynamic Tab was created for fans
to participate
 The tab streamed the videos from
YouTube
 It timed the fans and allowed them to
enter the time when they saw the
“Virus”
 The fan with the best time wins!
 We received 388 entries,1431 likes
and 2100 views for all 5 videos

43. Reaction to the Spot the Virus Contest

44. Highlights

45. Total Exposure of 126,678,054 Impressions through all our
channels combined in 5 weeks
Facebook, GDN, YouTube data is from respective website’s data
dashboard.
For Twitter, Topsy Pro has been used to derive data.

46. The 101 Handle trended at No2 during Week 1 and was the
Top Trending handle in India during week 4

47. Generated 1283 followers organically in 5 weeks through
conversations and contests that can be reactivated for
future campaigns

48. #BeforeTheInternet
 Trended Nationally at No1 for Day 1 and till 1 pm Day 2
 Trended above Krish3firstlook
 Trended Globally at No 1 (Above Justin Bieber & the protests in Turkey)

49. City Trends – #BeforeTheInternet

50. City Trends continued - #BeforeTheInternet

51. #ADayWithoutInternet
 #ADayWithoutInternet trended no 1 worldwide during the activity on
the day of the first contest.

52. Trended in Cities all over India
 The #tag also trended in 20 of the 21 Twitter recognised Indian Cities

53. Cont’d

54. #IAlsoUseMyLaptopTo
 Trended at No 6 in Delhi

55. Media Coverage

56.  15 Digital PR Activations
 High visibility amongst
the digital & marketing
world
 Help spread word of
the campaign further
 The AFAQS article created
curiosity that attracted
other publications.

57. Social Samosa

58. Campaign India

59. AFAQS
Video Views:1977

60. Exchange4media

61. Results

62. Objectives V/s Achievements
Platform
Objective Set
Achieved
Facebook Ad Campaign Impressions
0.12 Crore
3.06 Crore
Facebook Fans
35 Thousand
81 Thousand
Twitter Impressions
0.3 Crore
9.1 Crore
YouTube Impressions
27.24 Lakhs
27.60 Lakhs
Digital Banner Impressions
6.5 lakhs
8.5 lakhs
101 Website clicks
14 Thousand
1 Lakh
Total Video Views
NA
42810^

63. Campaign Statistics

64. Facebook Fans and Interaction

65. Break-up of Fan Interactions on 101 Use Of Gadgets FaceBook
Page

66. 101 Use Of Gadgets: Weekly Fan Growth
Impressions
All the ads for the page were targeted at getting new fans for the page. Except in week
6 where promoted were used to spread awareness among the fans

67. 101 Twitter Hashtag
Impressions & Tweets

68. Statistical Impact on
Quick Heal for the last 6
months

69. For Quick Heal on Facebook (6 months)
We have
received
maximum reach
in June as we
had promoted
the videos of
the campaign
from the Quick
Heal Page

70. Quick Heal Historic Interactions on Facebook

71. Quick Heal 6 months (Twitter)
•
•
•
•
•
A Positive Tweet is one where the brand /a product has been praised.
A Negative Tweet is one where a negative thing is said about the brand/ product.
Neutral Tweets are interaction with the handle’s posts
Thorough the 101 activity in June we have received 174.5 % more tweets as compared
to the previous month.
We have received 213.4% more positive as compared to the previous month.

72. Youtube Views Via Platform
 The first episode got most of its views from people visiting Quick Heal’s Channel
As the campaign progressed the Microsite and FaceBook became the largest contributor to views
This was followed by people visiting the individual video links through YouTube Ads and because of cross promotion using
Video annotations
As the Campaign progressed more users with mobiles viewed our videos.
This is as more people were following us more regularly as the campaign progressed due to regular activities on Social Media.
Total Views: 40802

73. Campaign Summary

74. Highlights
Campaign Highlights
 126 Million Impressions during the Campaign
 2 Campaign Hashtags trended Worldwide
 Above 40,000 Videos Views in 5 Weeks
 Over 1 lakh visit to the Microsite during the Campaign
 Appeared in 16 different News/Blogs/Networks/Forums websites
Brand Highlights
 Positive Interaction by 213.4% on Twitter during the campaign (Ref: page 72)
 Created a 1283 Follower Community on Twitter that can be activated on Twitter in
the future (Ref: Page 47)
 Successfully created a 81,000+ community on Facebook that can be managed to
disseminate potential viral content with Memes & Infographics updated from time
to time.(Ref: Pages 62,64,69)

75. Supporting Data

76. List of Websites featuring Campaign
Name
Link
Date of Publication
Social Samosa
http://www.socialsamosa.com/2013/06/social-media-campaignreview-101-uses-of-gadgets-without-quick-heal/
June 29, 2013
Campaign India
http://www.campaignindia.in/Video/348348,quick-healproposes-8216101-uses-for-gadgets8217-rendered-useless.aspx
June 28, 2013
Cxopulse.com
http://cxopulse.com/virus-turns-a-laughing-matter-for-quickheal/
June 26, 2013
Times Of India
http://articles.timesofindia.indiatimes.com/2013-06-21/socialmedia/40118145_1_facebook-page-virus-gadgets
June 21, 2013
Frequency.com
http://www.frequency.com/video/101-uses-of-gadgets-withoutquick-heal/101998413/-/5-1565
adforum.com
IndiaTechonline.com
metacafe.com
ProcessLikeTheBeginner (Blog)
Features.rr.com
Technostable.com (Blog)
Silobreaker.com
businessworld.in
twiends.com
how-to-diy.org
June 22, 2013
http://www.adforum.com/creative-work/ad/player/34487729
June 28, 2013
http://indiatechonline.com/viewimage.php?id=532
June 23, 2013
http://www.metacafe.com/videos_about/quick_heal/
June 17, 2013
http://processlikethebeginner.com/gadgets/101-uses-of-gadgets-without-quick-heal-episode-3.php21, 2013
June
http://features.rr.com/article/01jccSDeCk7Nk?q=YouTube
June 23, 2013
http://technostable.com/gadgets/101-uses-of-gadgets-without-quick-heal-episode-4.php
June 28, 2013
http://news.silobreaker.com/quick-heal-shows-101-uses-of-gadgets-without-antivirus-5_2266900634156400703
June 19 2013
http://www.businessworld.in/en/storypage/-/bw/mobily
-ksa-to-invest-325-mn-to-expand-network-with-nokiasiemens/r965473.37504/page/0
July 1, 2013
http://twiends.com/ovimcha
June 8, 2013
http://www.how-to-diy.org/QfutqFiX8n-pDm/101-Usesof-Gadgets-without-Quick-Heal:-Episode-2.html
NA

77. Twitter Impressions: 8.9 crore August 7th) (Tool used:Topsy)

78. Reference Links
Microsite - http://www.101usesofgadgets.com/
Facebook Page - https://www.facebook.com/101usesofgadgets
Twitter Handle - https://twitter.com/101useofgadgets
Videos :
http://www.youtube.com/playlist?list=PLtEg133zHEkqtJ6_FFVOXC5Qp126ic4J
Application for Facebook contest:
https://www.facebook.com/quickhealav/app_476732242417911

79. Thank You!