sell n tell - my 2015 olx resolution
TRANSCRIPT
#my2015OLXresolution Contest – Strategic Thought
OLX wanted to engage with its users leading up to 2015. New year is a time for
resolutions and the brand wanted its audience to reflect on their plans and
beginnings afresh. To begin the new year well, OLX wanted to lend a helping hand
to its audience in making their resolutions for 2015 come true.
OLX asked:
“WHAT IS YOUR 2015 RESOLUTION AND HOW WILL YOU MAKE IT HAPPEN
WITH OLX?”
OLX SellnTell on Facebook is the flagship testimonial platform for the brand where its users
can share their positive experiences with other users. The app was launched in June 2014
with an extremely successful campaign where users were invited to share their selling
stories which were then converted into Bitstories. Several bumper & mega prizes were
given during the promotion by comedy group, East India Comedy. The Sell n Tell platform
will be curated as the OLX testimonial space going forward and has the potential to be
innovatively leveraged throughout the year for user engagement.
SellnTell – India’s Widest Testimonial Platform
Facebook App Bitstories Partners: East India
Comedy
The #my2015OLXresolution contest is the second successful promotion on the flagship
SellnTell platform. The contest helped OLX users fulfill their 2015 resolutions by sharing
their hopes and plans through the Sell N Tell FB app and cool, lighthearted comics were
created out of these resolutions. Innovative use of Bitstrips & memes for Facebook
promotion and encouraging participation was carried out. Email engagement also played an
important part in this campaign.
Execution Approach
Facebook App Customized Comic
Resolutions
Use of Memes
We asked India about their
resolutions for new year and
how they will achieve them
with OLX. This vox pop was
used to tease the contest and
make OLX users curious.
The contest featured
the flagship OLX Sell N
Tell Facebook app
where users could
submit their resolutions.
As a campaign value add,
customized avatars were made
available to OLX users for their FB
profile pictures for both men and
women.
Each story was converted
into a fun comic strip using
Bitstrips avatars and other
design aspects.
Daily prize winners were
announced through a
winner’s post that was
shared on FB and with
the winners.
Campaign Summary
Pre-Launch Vox Pop
We asked Indians across the country about their 2015 resolutions and
how they will achieve them in the coming year. This video was shared and
promoted through OLX social media channels to tease the
#my2015OLXresolution contest and build interest in audience
participation.
Video: OLX #my2015OLXresolution Vox Pop
SellnTell Facebook App
The existing Sell N Tell
app which is being poised
as the testimonial platform
for OLX customers was
given a makeover for the
#my2015OLXresolution
contest. The design was
spruced up and reflected
the new hashtag and
overall concept for the
engagement platform.
Users could submit their
resolutions within 200
words within the app.
SellnTell Facebook App
Our team of designers created comic strips featuring the resolutions
within a time frame of 20-30 minutes per comic. Each comic was shared
with its user through a unique link and they could vote, comment and
share the stories with their network.
#my2015OLXresolution Winners
Daily bumper prize winners were announced through their winning resolution comic in the
Winner’s Hall of Fame. They each received a voucher of 5000 INR which would help
them in achieving their resolutions and improve their 2015.
We created comics which were a quirky mashup of bitstrips avatars and
creative design that highlighted how users will fulfill their resolutions using OLX
and make their or others’ lives better.
500+ Unique Resolutions
Through voracious social media exposure especially on OLX Facebook fan
page, humorous use of Bitstrips avatars, and an overall focus on “new year,
new resolutions,” we encouraged OLXers to share their resolutions for 2015
and how they would make them happen with OLX.
Social Push
An emailer inviting participation in the #my2015OLXresolution contest was sent
out to the OLX user base and elicited a fantastic response.
Email Promotion
FUN RESOLUTION AVATARS
Users were given a chance
to change their profile pics
leading upto new year with
customized resolutions and
avatars. We picked some
popular resolutions among
men and women.
Total App participation : 1235
Valid entries : 509
Total Post Impressions: 25,41,085
Total Engaged users: 13,962
Total Post Reach: 8,99,984
Total Organic Post Reach: 2,40,336
PARTICIPATION METRICS
TWITTER PROMOTION
Contest 1:
#my2015OLXresolution
Total Tweets (including original tweets
inviting participation) – 372
RTs - 215
Favorites – 153
Contest 2:
#CelebNewYearResolutions
Total Tweets (including original tweets
inviting participation) - 1515
RTs - 616
Favorites - 309
PARTICIPATION METRICS
AVG ENGAGED USERS
0
1
2
3
4
5
6
7
8
0
500
1000
1500
2000
2500
3000
3500
#my2015OLXresolution Posts (Organic)
#my2015OLXresolution Posts (Promoted)
Winners (Day 1 - Day 7) FB Embedded Vox Pop Video
Avg Engaged Users Posts
Three posts were promoted on FB. The Youtube Vox Pop Video had highest
avg interaction. In organic posts, the FB embedded Vox Pop had max of 558
clicks followed by day 4 winner post featuring Surbhi Sharma.
AVG POST REACH
0
1
2
3
4
5
6
7
8
0
50000
100000
150000
200000
250000
#my2015OLXresolution Posts (Organic)
#my2015OLXresolution Posts (Promoted)
Winners (Day 1 - Day 7) FB Embedded Vox Pop Video
Average Post Reach Posts
Three posts were promoted on FB. The Youtube Vox Pop Video had highest
reach followed by two bitstrips promoted posts. In organic posts, the winners
posts saw highest reach esp Day 4 winner, Surbhi Sharma followed by
meme post featuring the philosoraptor.