This case study summarizes an integrated online and offline campaign by UniverCell to promote Samsung mobile phones using the celebrity endorsement of Mahesh Babu. The objectives were to increase sales, engage customers, and gain 10,000 new Facebook fans. The strategy included a contest for gifts from Mahesh Babu for phone purchases. A mobile app let fans select a phone and share for chances to meet Mahesh or win prizes. The campaign garnered strong fan participation across Andhra Pradesh and increased the UniverCell Facebook page likes from 566 to over 10,000 within the target time frame through targeted Facebook ads.

1. Case Study: UniverCell Mahesh Guarantee
Online and Offline integration of the UniverCell Mahesh Gaurantee campaign and
the successful use of Facebook to promote, inform and engage the audience.

2. Objectives
• Wanted to sell Samsung range of mobiles and came up with Mahesh Babu
Guarantee contest.
• Wanted their loyal base of customers to make use of this contest by
UniverCell.
• Wanted the highest level of interaction and also to know how they used
mobiles and their perception about mobiles.
• To spread the word about UniverCell through social media.
• They wanted to have a reach of at least 10,000 fans in a month’s time.

3. Strategy
• Everyone who purchases a Samsung Mobile from UniverCell gets something
from Super Star Mahesh Babu.
• Facebook was chosen as the right platform to communicate the message to
the target audience.
• Anyone who took part in the contest can choose their own gift from the list.
• To have the TA get involved, we created a cool looking app where a person
can choose their dream Samsung smart phone and then share it with their
friends. They will also be rewarded with Mahesh Babu Goodies like Mug, T-
Shirt or a poster.

4. Mahesh Guarantee App - Landing Page
The Fans will land on
this page and they will
be asked to like the
Page in order to
participate in the
contest.
Once they hit
‘Like’, they will be
shown the app where
they can choose their
desired Samsung
smart phone.

5. Mahesh Guarantee App - Smart phones
The Fans can select their
desired Samsung Mobile and in
the next step they can fill in
the form and get a chance to
meet Mahesh directly or win
Mahesh Babu goodies.
They can also ask their
friends to participate in this
contest and they too can get
lucky!

6. Mahesh Guarantee App - Contact Form
1. Their details like
Name, E-
mail, Mobile
Numbers were
collected.
2. Various other
questions were
asked about
mobile phones.
3. Finally, once they
click ‘Submit’, they
were eligible
either to meet
Mahesh or Win
loads of goodies
of Mahesh!

7. Mahesh Guarantee App - Info
Fans were also
instructed through
the Info app about
the offline activities.
They get to know
the details of the
contest and the
goodies to be won.

8. Fan Submissions & Active Participation
There was a huge response from the fans and
they actively participated in the contest.
This activity happened across all the outlets
of UniverCell in Andhra Pradesh.
Some pictures of
the fans who
participated in the
Mahesh
Guarantee
Contest that were
submitted on
Facebook.

9. Fan Submissions & Active Participation
The fans who
participated were from
all across Andhra
Pradesh and they were
inquisitive to know
about the
developments of the
contest.
There were instances
where many fans
came in with their
friends and took pics
at the outlet and
then posted it on our
wall.

10. Regular Updates/Engagement with the Audience
Apart from facebook
applications, the UniverCell page
had regular updates where there
was a huge response even on
weekdays!
A sample update where there
were 72 likes and a whooping 18
shares! This is also a sample of
the kind of posts we made for
UniverCell: They were
relevant, interesting, engaging
and creative.

11. Regular Updates/Engagement with the Audience
A sample question that
got a huge response
where 1496 fans voted
and had a total reach
of over 14,000.
The virality was 7.5%
which is a good thing
for a brand like
UniverCell.
Also, we mixed the
status updates with
questions, did you
knows, promos, etc.

12. Regular Updates/Engagement with the Audience
Some more sample
updates on the page

13. Targeted Facebook Ads
UniverCell wanted a fan base of 10,000 in just 2 weeks and we achieved these
through highly targeted Facebook ads. The ads were shown ONLY to residents
of Andhra Pradesh ONLY in cities where the UniverCell Mahesh Guarantee
offer was going on. We achieved and exceeded the target and got 10,000+
relevant and accurate fans in a 2 week period.

14. Increase in Fans/Likes during the campaign
UniverCell Facebook Page Likes
12000
10000
8000
6000
10079
8439
4000
5062
2000
0 566
0
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