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Digital Experience Marketing Project Report

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As a part of the digital experience marketing course, we ran a campaign called 'Spoof and the city'. Our campaign was adjudged as the Best Campaign in the class.

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Digital Experience Marketing Project Report

  1. 1. SPOOF AND THE CITY DIGITAL CAMPAIGN REPORT For Digital Experience Marketing by Dr. TapanK. Panda 01/04/14 Submitted by GROUP 8 Deepak C.Elias[ FT 14318 ] D. Vinoth Kumar [ FT 14185 ] Swaroop Johnson [ FT 14177 ]
  2. 2. Table of Contents Theme of the Campaign............................................................................................................... 2 Mission........................................................................................................................................2 Key Objectives.......................................................................................................................... 2 Media Plan..................................................................................................................................3 Message......................................................................................................................................4 Whattay Cupidity!..................................................................................................................... 4 Identify the Brand Contests - Facebook...................................................................................... 5 Identify the Movie Contests - Facebook...................................................................................... 7 Theme Days - Facebook............................................................................................................. 8 User Generated Content – Facebook.......................................................................................... 9 Mash-Up Videos – Facebook.................................................................................................... 10 Other Spoofy Content – Facebook ........................................................................................... 11 Milestones & Occasions Celebrated!........................................................................................ 12 HashTags................................................................................................................................ 13 Youtube videos....................................................................................................................... 14 MBA philosophy Spoofs – Twitter............................................................................................ 14 Campaign execution plan........................................................................................................... 16 Our Campaign plan for Facebook............................................................................................. 17 Measurement............................................................................................................................ 18 Benchmarking......................................................................................................................... 18 Page Insights .......................................................................................................................... 19 Viral Reach.......................................................................................................................... 20 People Talking about Campaign ........................................................................................... 20 Content Analysis:.................................................................................................................... 21 Using the free software tool http://freeanalytics.komfo.com/#/report................................... 21 Using Simplymeasured tool.................................................................................................. 24 Benchmarking with some of the other pages............................................................................ 25 Engagement Reports:.............................................................................................................. 26 User Generated Content: ........................................................................................................ 31 Facebook Insights ................................................................................................................... 36
  3. 3. Themeof theCampaign Parody advertisingandcontentsharing is the main theme of our social media campaigncalled “Spoof andthe city”. The name Spoofand the city is a fictitious nameinspired by the popular American Television sit-comcalled Sex and the city. Mission Spoofand the City is a community where usersget to view & share pictures, and videoswith an underlyingtheme of "spoof" which can be related toeveryday happenings, brands, advertisements, popularmovies. Key Objectives  Platformto encourage creation andsharingofparody content.  Create awareness abouttheexistence of a social profile for Spoofs  Create andnurture afan-base  Increase the reach ofindividualposts  Empower the follower to generate their own content – User GeneratedContent [UGC]
  4. 4. Media Plan  www.facebook.com/spoofandthecity  Primary Media forcommunication  Postingsevery day. #Spoofied #Spoofys  Engagementthrough“Complete the dialogue”, Mash-ups, Identify theBrand/ Moviecontestsetc  https://twitter.com/Spoof_City  Linked toFB  Contestslike MBA Jargoncompetitionslike ‘MBA- Married But Available’ and EBIT – EarningBetter in IT  https://www.youtube.com/channel/UCwkZjYjtlQctgYgLlLdZE5A  Created Video MashUp  Liked similar videos andsharedthem – BrandSpoofsesp.  UsedQR codes andstuck them across campustopublicise Spoof & the City Other Mediaused were (sparingly) spoofandthecity@gmail.com Flickr - User ID - Spoof_and_the_City http://spoofandthecity.wordpress.com/ http://www.pinterest.com/spoofandthecity/
  5. 5. Message Spoofsof Brands, moviesand current affairs were sharedusing  Photos  Videos  Competitions  User Generated Content  Theme Days  HashTags- #Spoofys#Spoofied Whattay Cupidity! Launchof the page was donein stylethrougha competitioncalled Whattay Cupidity Userswere asked tospoof their friends as superheros andthen postin commentsection what they think their friends woulduse as a pick up line on Valentine’s Day. This was successful in creating the initial buzzduringlaunch of the FB page. Someof the UGC asunder
  6. 6. The link to the aboveUGC - https://www.facebook.com/media/set/?set=a.1407997576118305.1073741831.1406687746249288 &type=3 Identify the Brand Contests - Facebook  Userswere asked toidentify the brand from a list spoofedbrandlogos.  They were encouragedto use the hashtag #Spoofies  A totalof 6 contests were held in the 45 day period.  The winner was acknowledgedon ourFacebook page
  7. 7. The Links https://www.facebook.com/media/set/?set=a.1416330861951643.1073741845.1406687746249288 &type=3 https://www.facebook.com/media/set/?set=a.1415200992064630.1073741843.1406687746249288 &type=3 https://www.facebook.com/media/set/?set=a.1414198828831513.1073741841.1406687746249288 &type=3 https://www.facebook.com/media/set/?set=a.1411062872478442.1073741839.1406687746249288 &type=3 https://www.facebook.com/media/set/?set=a.1409377065980356.1073741835.1406687746249288 &type=3 https://www.facebook.com/media/set/?set=a.1409038462680883.1073741834.1406687746249288 &type=3
  8. 8. One of the winners One of our most active fans was mentioned on our FB page! Identify the Movie Contests - Facebook  Userswere asked toidentify the movie from a list spoofedmovieposters. The Links https://www.facebook.com/media/set/?set=a.1408399699411426.1073741832.1406687746249288 &type=3 https://www.facebook.com/media/set/?set=a.1419169568334439.1073741847.1406687746249288 &type=3
  9. 9. Theme Days - Facebook  Contentpertaining spoofsby Mr. Bean, Legos, Minions, Amul andOscars were uploadedon particular days https://www.facebook.com/media/set/?set=a.1407878379463558.1073741828.1406687746249288 &type=3 https://www.facebook.com/media/set/?set=a.1407878902796839.1073741829.1406687746249288 &type=3 https://www.facebook.com/media/set/?set=a.1414352455482817.1073741842.1406687746249288 &type=3 https://www.facebook.com/media/set/?set=a.1409791645938898.1073741838.1406687746249288 &type=3 https://www.facebook.com/media/set/?set=a.1412072669044129.1073741840.1406687746249288 &type=3
  10. 10. User Generated Content – Facebook  Users postedcontent onour FB page too
  11. 11. Mash-Up Videos – Facebook  Videos garnered the mostno. of views onour FB page. Some of them were original mash-ups andothers were borrowed. Links tothe same as under https://www.facebook.com/photo.php?v=1421519504766112&set=vb.1406687746249288&type =3&video_source=pages_video_set https://www.facebook.com/photo.php?v=1420864128164983&set=vb.1406687746249288&type =3&video_source=pages_video_set https://www.facebook.com/photo.php?v=1420862674831795&set=vb.1406687746249288&type =3&video_source=pages_video_set https://www.facebook.com/photo.php?v=1420494511535278&set=vb.1406687746249288&type =3&video_source=pages_video_set https://www.facebook.com/photo.php?v=1419608601623869&set=vb.1406687746249288&type =3&video_source=pages_video_set https://www.facebook.com/photo.php?v=1419334228317973&set=vb.1406687746249288&type =3&video_source=pages_video_set https://www.facebook.com/photo.php?v=1418660038385392&set=vb.1406687746249288&type =3&video_source=pages_video_set https://www.facebook.com/photo.php?v=1417912605126802&set=vb.1406687746249288&type =3&video_source=pages_video_set https://www.facebook.com/photo.php?v=1416132851971444&set=vb.1406687746249288&type =3&video_source=pages_video_set https://www.facebook.com/photo.php?v=1414377238813672&set=vb.1406687746249288&type =3&video_source=pages_video_set https://www.facebook.com/photo.php?v=1413585745559488&set=vb.1406687746249288&type =3&video_source=pages_video_set https://www.facebook.com/photo.php?v=1412077075710355&set=vb.1406687746249288&type =3&video_source=pages_video_set https://www.facebook.com/photo.php?v=1409090702675659&set=vb.1406687746249288&type =3&video_source=pages_video_set
  12. 12. Other Spoofy Content – Facebook  Someother Timeline photoswere
  13. 13. Milestones & Occasions Celebrated! Milestonesin terms of number of likes were celebrated with the users
  14. 14. Celebrating Holi HashTags #Spoofys#Spoofiedwere usedto create engagementin the variousplatforms. The following summary wascreated usingtagboard.com
  15. 15. Youtube videos Videos were liked based onthe theme of brand andmovie spoofs. Thevariouslinks were https://www.youtube.com/watch?v=uEnHj8800dg https://www.youtube.com/watch?v=pJoXAVlwecI https://www.youtube.com/watch?v=VUGgRmMH2TA https://www.youtube.com/watch?v=odBDAcOEKuI https://www.youtube.com/watch?v=EaW6IiWKHAk https://www.youtube.com/watch?v=xG0JaYK7MmU https://www.youtube.com/watch?v=cl_mX4xbUqY https://www.youtube.com/watch?v=bQtVKpX8-dk https://www.youtube.com/watch?v=Cj9gaoBl0ws https://www.youtube.com/watch?v=j7yGC-Uijmc https://www.youtube.com/watch?v=7wZ_HIFpHbU https://www.youtube.com/watch?v=VhtHplCqNSc https://www.youtube.com/watch?v=x_cXVd7Ov_0 https://www.youtube.com/watch?v=xSX49qfPFo4 https://www.youtube.com/watch?v=EMlpiey20b8 https://www.youtube.com/watch?v=e4lRXxANBjU https://www.youtube.com/watch?v=tNxDd3l0lEU https://www.youtube.com/watch?v=onv2LnzHm9g https://www.youtube.com/watch?v=oRYI8DKZTsA https://www.youtube.com/watch?v=HeANRQBz0Yw https://www.youtube.com/watch?v=WjYvvY3zmnE https://www.youtube.com/watch?v=3qleaJe35U0 https://www.youtube.com/watch?v=4Qub4V6QqQc https://www.youtube.com/watch?v=Miq6irsNw0s https://www.youtube.com/watch?v=bxJbEMu-DCw https://www.youtube.com/watch?v=X0H5nC9xEIM https://www.youtube.com/watch?v=zxq4ziu-wrI MBA philosophy Spoofs – Twitter
  16. 16. Campaignexecution plan Detailed campaignplan was plannedfor Facebook as a primary platformfor engagementand seeding. Twitter was usedto create a buzzwith contests. Youtubechannelwas used topromotesexisting parody contentwhile Facebook Videos were usedto create original spoofcontent by the team Action type Action Details Time Facebook Increase “like count” Create buzz on special occasion like Valentines Day One time activity Increase Engagement and Reach Contests like Identify the Brand and Identify the Movie Contests along with Theme days. Once every week atleast Post content Photos, Videos, Mash- Ups Half hour per day Increase Reach Post Content on relevant FB Pages Half Hour, Twice a week “Like” fan pages Search for relevant pages to receive updates 20 minutes per day Twitter Post content Contests like Create MBA Jargons Thrice every week Increase Engagement and Reach Share them on our primary platform Auto-Link YouTube Post content Identify Spoofy Material and favourite and share them Twice every week Increase Reach Share them on our primary platform Auto-Link
  17. 17. Our Campaign plan for Facebook Media 9-Feb 10-Feb 11-Feb 12-Feb 13-Feb 14-Feb 15-Feb 16-Feb 17-Feb 18-Feb 19- Feb 20- Feb 21- Feb 22-Feb 23- Feb 24-Feb 25-Feb Facebook Create ID - Done Complete Profile Change Profile & Cover Pics Make relevant folders of pictures & posters Follow relevant communities Finish Interlinking ID Valentines day competition - Be my valentine Valentines day competition - Be my valentine Identify the 10 Movies competition 1 Identify the 10 Movies competition 1 Identify the Brand Competition 1 Idenitfy the Brand 2 Minion Day Video Day Video Day Idenitfy the Brand 3 Video Day Normal Share Normal Share Media 26-Feb 27-Feb 28-Feb 1-Mar 2-Mar 3-Mar 4-Mar 5-Mar 6-Mar 7-Mar 8-Mar 9-Mar 10-Mar 11-Mar 12-Mar 13-Mar 14-Mar Facebook Normal Share Amul Posters Normal Share Normal Share Normal Share Identify the Brand Competition 4 Brand Evolution Normal Share Normal Share Normal Share Amul Posters Amul Posters Identify the Brand Competition 5 Brand Evolution Identify the Brand Competition 6 Identify the Brand Competition 7 Amul Posters
  18. 18. Measurement Benchmarking Tool Used:http://barometer.agorapulse.com/page We compared the performance of our campaign’sfacebook page with the average performance of other 6,675 pagesthathaveused barometertool and below are the results. Spoofand the city metrics are in black andaverage performance is in orange. FansReached: Engagement: People Talking aboutthis Viral Reach
  19. 19. Organic Reach CTR Except the people talkingaboutmetric, Spoofand the city campaignhas been aboveaverage in all other metrics when compared with the other 6.5k Facebook pages. Page Insights Spoofand the City campaign startedon 14th of February. Organic Reach: The organic reach has been consistently abovethe average of other similar pages (pages with less than 1000 fans).
  20. 20. Viral Reach Viral reach has consistently outperformedtheaverage performance of othersimilar pages. People Talking about Campaign This metric has slightly startedtapering towardsthe average performance. Fora considerabledurationof the campaignpeople were talking aboutthe campaign“Spoof andthe City”. Campaign starts Campaign starts
  21. 21. ContentAnalysis: Using the free software tool http://freeanalytics.komfo.com/#/report
  22. 22. Using Simplymeasured tool https://app.simplymeasured.com/viewer/k67icbdacn5ykxu3qgxk49cx6qm36d/1853263
  23. 23. Benchmarking with some of the other pages Period 03/16/2014- 03/30/2014
  24. 24. Engagement Reports:
  25. 25. Page Like
  26. 26. User Generated Content:
  27. 27. Facebook Insights Facebook Likes Reach: Mostof the postshave garnered morethan 500+views Posts withhighest Reach: 3100 people andclose to1000 people engaged by a single post.
  28. 28. Non-Fansreachedby a Post: Demographics

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