truly madly - breaking stereotypes - campaign

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Post on 10-Jan-2017

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  • An Example: Campaign For TrulyMadly

  • Objective For The Campaign

    Growing Registrations TrulyMadly wanted to use the digital channel to grow registrations of people seeking to be

    matched.

  • Users Feel Embarrassed

    People who will use the service may not be

    very keen to share the same with their

    friends and family online. Making it harder

    to generate advocacy online.

    The Challenge

    New Way To Match People

    The USP of the website was to match

    people on psychographics rather

    than traditional demographics such

    as age, income, caste, etc.

    1. 2.Unique

    Positioning

  • The Idea

    People to share pictures of peculiar stereotypes that get attached to them and

    how they actually do not fall in the stereotype.

    !We called it #BreakingStereotypes

  • Some Examples of Seeded Pictures

  • Some Examples of Seeded Pictures

  • Some Examples of Seeded Pictures

  • Spreading The Word

    Platforms 1. Facebook Page News Feed 2. Twitter Handle Feed

    Other Channels 1. Influencers 2. Twitter Contests 3. Facebook Ads

  • Some MetricsReach

    !

    7M Impressions Created

    !Mentions in

    Social Samosa, HT City, Delhi Times, Asian Age, Inc Magazine, Yahoo!, and ScoopWhoop

    Engagement !

    8X increase in engaged users per

    post

    Impact !

    20X increase in registrations !

    17X increase in website sessions