social media case study: vogue eyewear ‘guess who?’ campaign
DESCRIPTION
For Vogue Eyewear’s ‘Guess Who?’ campaign, Brandmovers developed the world’s largest fan generated mosaic with 20,000 tiles, which once filled, revealed the new face of VogueTRANSCRIPT
VOGUE EYEWEAR- CAMPAIGN CASE STUDY REPORT
Brandmovers IN
Brandmovers INWorld’s Largest Fan Generated Mosaic
Objective:
• Reveal the new face of Vogue Eyewear India in a manner that would strike a chord with the target audience and generate significant buzz
Idea:
• Use digital as the primary medium to unveil the new brand ambassador
• Build the World’s Largest Fan Generated Mosaic in order to do this
• Supplement the mosaic with 4 Twitter activities which would enable the brand to reach out to the TG
• Rope in influential bloggers to help boost the campaign
Brandmovers IN
KEY ACHIEVEMENTS
Brandmovers IN
The World’s Largest Fan Generated Mosaic was built with over 20,000 unique entries• The microsite where the mosaic was housed received a total of 40,216 page views
• Out of these 26,620 were unique
• While there, visitors spent an average of over three minutes on the site
•Over 9,000 people liked the microsite by connecting with their Facebook profiles
Brandmovers IN
Before After0
500
1000
1500
2000
2500
3000
3500
700
2,665
Twitter Followers238%
Twitter followers shot up by 280% and Facebook Fans in India increased by 390%
Before After0
2,000
4,000
6,000
8,000
10,000
12,000
2,000
9,800
Facebook Likes
390%
280%
Twitter followers of the Vogue Eyewear handle shot up from 700 to 2,665 over the span of one month. Special contests can be conducted for them in the future to keep their involvement with the brand
The huge Indian fan base acquired during this campaign can be used for promotions and contests in the future
Brandmovers IN
Over 100,000 mentions and 41 million impressions were generated over one month
#10So
ngsIn
Vogue
#ISta
yInV
ogue
With
#ForV
ogue
Eyew
ear
#ILov
eSun
glas
sesB
ecau
se0
10000
20000
30000
40000
50000
60000
ImpressionsMentions
•The campaign garnered more than 108,000 total tweets over the course of one month
•It generated a total of 41 million impressions
NOTE: Mentions have been scaled down by a power of 10 and Impressions by a power of 1000
Brandmovers IN
Source: Twitter
All the Twitter hashtags trended despite coinciding with events like Holi and Women’s Day
Brandmovers IN
The hashtags not only trended in India but also in USA, Canada and Mexico
Source: Trendsmap
#10SongsInVogue
#IStayInVogueWith
#ForVogueEyewear
#ILoveSunglassesBecause
Brandmovers IN
Several influential bloggers were roped in for the campaign
Followers: 84,183Following: 1,712Klout: 80
Fans: 30,178 Followers: 1,771Following: 566Klout: 66
Fans: 9,445Followers:1,325Following: 88Klout: 46
Fans: 9,765 Followers:1,325Following: 88Klout: 46
Fans: 30,178
Brandmovers IN
Facebook Ad buy also gained significant impressions and click throughs for the campaign
Source: Facebook
Metrics Performance
Number of Ad Units 78
Impressions 36,907,239
Clicks 41,637
Click Through Rate 0.11%
CPC 5.33
CPM 6.01
Actions 60,880
CPA 3.64
Brandmovers IN
#10SongsInVogue
Brandmovers IN
There were over 11,000 contributors for #10SongsInVogue
Source: Hashtracking
Brandmovers IN
Deepika Padukone tweeted on the second day, pushing the trend forward
Source: Twitter
Brandmovers IN
#IStayInVogueWith
Brandmovers IN
Several Social Media Influencers took part in the #IStayInVogueWith contest
Source: Twitter
Brandmovers IN
Users liked the contest and displayed their creativity
Source: Twitter
Brandmovers IN
22 different companies tried to cash in on the popularity of #IStayInVogueWith
Source: Twitter
Brandmovers IN
MissMalini also took part in #IStayInVogueWith and helped push the trend
Source: Twitter
Brandmovers IN
#ForVogueEyewear
Brandmovers IN
#ForVogueEyewear started generating buzz and got popular very fast
Source: Twitter
Brandmovers IN
Fans actively engaged with the hashtag and creatively displayed their love for the brand
Source: Twitter
Brandmovers IN
#ILoveSunglassesBecause
Brandmovers IN
#ILoveSunglassesBecause trended in major cities in India for several hours
Source: Twitter
Brandmovers IN
Once Deepika Padukone tweeted, the hashtag got a jumpstart and it continued to trend for longer
Source: Twitter
Brandmovers IN
Brands and celebrities took part in #ILoveSunglassesBecause due to its immense success
Source: Twitter
Brandmovers IN
Three of the Top Bloggers did FB posts about the campaign and got us additional buzz and entries
Source: Twtter
Brandmovers IN
Participants kept going due to the encouragement & appreciation given by the Vogue Eyewear team
Source: Twitter
Brandmovers IN
Value Of Twitter Impressions
Brandmovers IN
What We Think Is The Value Of Twitter Impressions
CPM ($) 0.2 0.35 0.5 0.75 1 1.25Value ($) 8,200 14,350 20,500 30,750 41,000 51,250
Value (INR) 4,46,162 7,80,783.50 11,15,405
16,73,107.50 22,30,810
27,88,512.50
Through the 4 Twitter campaigns we have generated 41,000,000 impressions which can be valued at Rs.11.15L to Rs.16.73L based on the CPM of $0.5 to $0.75
Check Appendix for methodology of valuation of Twitter CPM
Brandmovers IN
THANK YOU
Brandmovers IN
APPENDIX
Brandmovers IN
The spikes represent tweets containing @VogueEyewear and correspond to the Twitter activities
Source: Topsy
Brandmovers IN
The activity associated with #IStayInVogueWith garnered the most impressions, a total of 18.8 million
Source: Topsy
Brandmovers IN
#10SongsInVogue garnered over 16,000 tweets
Source: Topsy
Brandmovers IN
#10SongsInVogue generated over 8 million impressions
Source: Topsy
Brandmovers IN
#IStayInVogueWith acquired over 31,000 tweets
Source: Topsy
Brandmovers IN
#IStayInVogueWith garnered over 18.8 million impressions
Source: Topsy
Brandmovers IN
There were more than 23,000 tweets using #ForVogueEyewear
Source: Hashtracking
Brandmovers IN
#ForVogueEyewear received more than 5 million impressions
Source: Hashtracking
Brandmovers IN
#ILoveSunglassesBecause acquired more than 38,000 tweets during the campaign
Source: Hashtracking
Brandmovers IN
This hashtag also got more than 8.5 million impressions
Source: Hashtracking
Brandmovers INValuation of Twitter Impressions
Source CPM ($)$ Value of our impressions
INR Value of our impressions
comScore value of Facebook earned impressions 3.33 136,530
74,28,597.30
comScore average online cpm (Ads)* 2.48
101,680
55,32,408.80
Quora - default recommended CPM for sponsored tweets 4
164,000
89,23,240 The above numbers for global level, in India the CPM on Facebook is
around $0.25 on average But research shows that the Twitter impressions are more valuable than
Facebook impressions since they have higher visibility We estimate the CPM for Twitter in India to be in the range of $0.5 to $0.75
Sources:comScore - The Economics of Online Advertising August 2012http://www.webpronews.com/facebook-earned-impressions-give-candidates-thousands-worth-of-free-ads-2012-05http://www.quora.com/What-is-the-most-accurate-formula-for-calculating-earned-media-value-from-Twitter-and-Facebook