Group 7 – Social Media Marketing

Philips Lighting

All of us

Spirit of Mumbai???

The city of dabawallas. The city of Bollywood dreams. The city of Vada Pav. The city of chaos. The city that never sleeps. The city that rises after every fall. The city that becomes you.

But then again, Mumbai isn't a city. Mumbai is an enigma.

Spirit of Mumbai

• All Mumbaikars have a very busy schedule.

• United by the spirit of Mumbai, but hardly connects with each other.

• Gateway of India symbolizes their love and affection for the city that gives them identity.

• Philips Lighting, already an established leader in lighting systems especially LED lighting system decided to advertise/promote their latest products by having an emotional connect with the people.

• Philips in association with MTDC came up with this campaign under “Adopt a Monument” idea in order to preserve cultural heritage of Mumbai

What did Philips do

PRE EVENT: They made a microsite MumbaiInANewLight.com

Where they encouraged people to have conversations and created competitions to encourage involvement.

EVENT: To showcase the splendour of the lighted Monument.

POST EVENT: Post the event, visitors at the Gateway were asked to share their evening plans at the Gateway and pictures of their outings. Participants with best pictures and plans selected by a jury could win gifts

https://www.youtube.com/watch?v=ldxV9AVewXg

Social Media Initiatives

Facebook Campaign : Contests for posts and pics with maximum likes

Facebook App: People could light up the gateway of India choosing a variety of colours presented in the app.

Online Streaming: Microsite was launched for streaming the event live, online.

Photography: Community of 3000 amateur photographers called for Mumbai weekend Photo Shoot was formed.

Twitter: #MumbaiInANewLight was launched

#MumbaiInANewLight received more than 10 million reach and 17 million impressions online.

Social Media Initiatives Contd..

Social Media Initiatives Contd..

Achievements of Spirit of Mumbai Campaign

• @AvianMedia_ wins the best digital campaign for @PhilipsLightIND for the #mumbaiinanewlight campaign #SabreAwards

•  • @AvianMedia_ #MumbaiInaNewLight campaign is shortlisted 4

Best Use of Tags/Hashtags Award @ #Socialathon2014.

•  • Won digital award gold and social media certificate of excellence for

#mumbaiinanewlight #SabreAwards

Statistics

• The Campaign microsite achieved 46K page views

• 1000 FB visits in 2 weeks

• 250 online pics and huge success of the photography contest

• Active participation by Mumbaikars to share their ecstatic experience

• Huge success of tweets and re-tweets on Twitter -745 approx.

• The footfall to Gateway increased multiple folds to experience “What actually light can do!”

What went well

• Excellent Collaboration with Maharashtra Tourism Development Authority.

• Well thought out plan for pre and post events keeping the momentum going.

• Use of social media in an excellent way and timelines decided for each event was well thought off.

• Attraction towards the event was maintained through distribution of gifts and competitions.

• As , monument lighting makeover happened in such a grand way for the first time in India, they got a lot of hype and social acceptance.

• Community formation and targeting the emotional aspect paid off well for Philips and Maharashtra Tourism.

What didn’t

• More Impressions on Twitter only rather than Facebook and YouTube

• Out of 1.5K invitations sent through social media, only 300 turned up.

• Mobile App was not successful as it was launched after the opening ceremony

• Integration across all social media platforms was not uniform.

Our Recommendations

• 24th January was a Friday night, which for maximum number of people was not convenient and could have been organized on 25 th or 26th Jan ( Republic Day).

• More attraction could have been created by asking Mumbaikars, which monument they wanted to have a lighting makeover.

• Facebook and YouTube was not leveraged as compared to Twitter.• Integration of social media channels would have benefitted the brand

more.

• They could have entrusted a brand ambassador, liked by Mumbaikars who would have promoted the event on social media websites.

Our Recommendations

• You tube channel showing the history of Mumbai and the importance of the monument Gateway of India

• A 24 hour live event at the “Gateway of India” before the opening ceremony

• A live streaming activity where users can comment their views• Selfies on Instagram

• Roped in well know personalities in Mumbai and ask them to interact with people and make them 'Experience' the 'Most lighting place in Mumbai”

• Switch from micro website to main stream website, and maintained a legacy of lighting up one monument every year and asking people which city they wanted next.

• Targeting young audience to light up their best hangout places and posting the same across different social media platforms like Instagram