social media case study: ankur arora murder case
DESCRIPTION
Just like any other Bollywood film, AAMC used social media to promote the film and engage prospective audience to create positive word of mouth. IntelliAssist, a full-service digital marketing agency, was hired to manage the campaign for a period of four months.TRANSCRIPT
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Ankur Arora Murder Case
Digital & Social Media Marketing
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Overview
• A Vikram Bhatt movie that was inspired by true events.
• Bollywood’s first Medical Negligence drama. The first half showcased
hospital events & the second half turned in to a courtroom drama.
• Story was written by Vikram Bhatt and movie was directed by Suhail
Tatari. Star Cast was Kay Kay Menon, Tisca Chopra, Paoli Dam, Arjun
Mathur & Vishakha Singh.
• Film was slated to release on April 05, 2013 but eventually released
on Jun 14, 2013 along with Fukrey.
• Received good critic ratings and positive reviews from trade media &
users; however turned to be a disaster at the Box Office.
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Positioning & Key Challenges
• Movie Positioning
– Meaningful Cinema based on true events
• Key Messages & Talk Points
– Death & suffering due to Medical Negligence is a crime & the criminal shouldn't go unpunished
– A death in the Operation Theatre due to negligence is plain Murder
– Not only the poor, anyone can be a victim of Medical Negligence – the Rich & Affluent, the famous & powerful… It could be someone living next door… It could be you!
• Key Challenges
– No prominent Star Cast & small marketing budget
– Niche Concept; Lack of mass appeal• Audience for Indian movies is predominantly the youth. They neither connect with
death nor mother-child bond.
– Go-to-market was delayed multiple times
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Facebook Advertising Campaign
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Facebook Ad Campaign Creative
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Facebook Content Strategy
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Content Strategy
• Content Strategy: We ran five campaigns & created one event:
– Who is Ankur Arora?: Idea was to get the movie name out!
– Meet the Cast: Idea was to provide a brief introduction of lead roles.
– Medical Negligence Victims: Idea was to sensitize audience & help them relate with the movie theme.
• Brand New Campaigns to enhance ENGAGEMENT
– Satyamev Jayate: Do U Remember? Idea was to Reinforce Research & findings presented by Aamir Khan in the show.
– Light 5 Candles – Candle for Awareness, Candle for Hope, Candle for Courage, Candle for Protest & Candle for Justice. Idea was to move the youth.
– Event - Light a Candle for Justice: Idea was to get audience engaged. Help them relate with the movie theme and get them take the subject seriously and be part of the cause/ movement.
• Without making use of any fancy application this was an innovative
way of creating active engagement by leveraging Facebook existing
framework
1st TIME
Bollywood Movie
Creates an Online Event
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Campaign 1 - Who is Ankur Arora?
Content
Engagement
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Campaign 2 - Meet the Cast
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Campaign 3 – Victim of Medical Negligence
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Content
Engagement
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Campaign 4 – Satyamev Jayate
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Campaign 5: Light 5 Candles
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Day 1
Awareness
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Day 2
Hope
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Day 3
Courage
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Day 4
Protest
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Day 5Justice
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Event – Light a Candle for Justice
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CONTENT
ENGAGEMENT
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Event: Light a Candle - Engagement
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How Event Creation Helped?
• An alternative to development
of expensive application
• Helped in creation of active
engagement and positive word
of mouth
• When an important update was
posted in an event, all those
who had selected GOING
received a NOTIFICATION
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Voice of Media – Ankur Arora Murder Case
asks the audience to Light a Candle for Justice
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Voice of Prospective Audience
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Twitter Campaign
• Used #LightACandle – Trend continued for over 36
hours. We increased video views & event RSVP
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YouTube Promotion
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YouTube
• Theatrical Trailer that was first uploaded received over 4,75,000 video views; however that had
to be deleted as the producer received a legal notice from Britannia a few days before the movie
release
• A fresh video was created and uploaded. We shared new link with all online partners.
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Advertising Campaign- Times of India - Navbharat Times - Hindustan Times - Rediff.com - SantaBanta.com - Bollywood Hungama
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Not all Good Things End Well!
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Can We Assist You?
www.intelliassist.in Facebook.com/IntelliAssist Twitter.com/IntelliAssist