The main objective of this campaign was to build excitement around the new upcoming product - Micromax Canvas Turbo & promoting Hugh Jackman’s association with Micromax Mobile.

1. Campaign
Case Study

9. People Talking About

10. • Micromax was there to engage with the fans with instant
replies to their comments
Each response was driven to the teaser video initially followed by driving
them to the microsite by leveraging on the excitement

11. Twitter
• 10,731 tweets were published by users
• 27% of the conversations tracked were around Micromax followed
by 26% around Hugh Jackman
• 22% of the conversations were driven by women
• Both Micromax and Hugh Jackman were trending in half an hour
after the announcement
• 25.4 million estimated impressions were driven by 7,192 unique
users
• 750+ new followers were acquired without any gratification that was
purely driven by inquisitiveness and brand love
Source: Sysomos

12. Maximum eyeballs
• These three tweets reached out to 2 million plus people
Source: Sysomos

13. Press coverage on Twitter
Source: Sysomos

16. Trended across India in half an hour!
• Hugh Jackman trended at number 1 and Micromax at number 4
• Micromax was still trending at the end of the day!
• The trending was organic sans any gratification

18. Engagement on YouTube
Driving engagement was the key!
Views – 427,955
Likes – 1463
Comments – 340+
•
•
The fans were very vocal to appreciate the
endeavour
Each comment was replied to build anticipation

19. YouTube Trending
This has been a first for Micromax wherein the teaser of a campaign has gone
‘viral’

20. +1’s on Google Plus
• The community got really active as we added 259 new
followers
• The number of conversations on the platform were 147
• Canvas Turbo was the key conversation driver as the
comments were centered around the product release
Conversations = +1’s received + comments + reshares

22. Core thought

24. Perception changes

25. Source: https://twitter.com/HoeZaay/status/391482768313425921

26. Source: http://goo.gl/6d2DEu

27. Thank You