Social Media Case Study: How Luminous Creates Awareness About the Importance of Electricity Conservation With its #LuminousPowerPledge Campaign

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Information about Social Media Case Study: How Luminous Creates Awareness About the...
Social Media

Published on February 19, 2014

Author: SocialSamosa

Source: slideshare.net

Description

#LuminousPowerPledge is a CSR initiative by Luminous to create awareness amongst people about the importance of power and electricity conservation and is an attempt to drive them towards saving it.

Social Media Campaign Report For #LuminousPowerPledge

Campaign Objective #LuminousPowerPledge is an CSR initiative by Luminous to create awareness amongst people about the importance of power & electricity conservation and to drive them towards saving it.

Methodology & Period The Luminous Power Pledge campaign was spread across 5 social media channels. The period of the complete campaign was 13th Jan – 10th Feb 2014 Facebook Twitter Thunderclap YouTube

FACEBOOK STRATEGY ACTIVITIES: 1. Application Development Fans were asked to share their photos in pledge pose along with their power pledge to save power & electricity. Luminous Power Pledge Application was created to enable them share their pics and pledges. Sachin, the brand ambassador for Luminous supported the campaign. 2.Cover Pic creation Cover pic was designed to promote the campaign. 3. Campaign Promotion a) Campaign was extensively promoted via regular posts on Facebook (link of the application was shared in the post). b) 3 content routes- Generic posts, Post highlighting Sachin, Pledge Showcase c) Campaign promotion was done via Facebook social ads d) Video of Sachin promoting the campaign was promoted on Facebook. 4. Gratification 3 winners were gratified every Monday with Bookmyshow vouchers.

Luminous Power Pledge Application

Campaign Posts & Cover Pic

Winner Buzz & Declaration

Facebook App- Results Luminous Power Pledge App & Promotion: - 5300+ users. - 75000+ fans reached - Around 500 entries received - Approx 100 posts updated from 13th Jan- 10th Feb for campaign promotion

Facebook Ads- Results Luminous Social Ads: - Approx 7.5 million impressions - 5000 fans increased - 9000 clicks

Luminous Power Pledge Campaign on Sachin’s Facebook wall

Twitter Strategy ACTIVITIES: 1. Hashtag Contest - #LuminousPowerPledge a) On Twitter 4 contests were launched with the hashtag #LuminousPowerPledge. Campaign 1 - Tweeting Pledge with Images Campaign 2 - Quiz Based Campaign Campaign 3- Quiz Based Campaign Campaign 4- Quiz Based Campaign 2.Twitter Skin creation Twitter skin and header image were designed to promote the pledge plan. 3. Campaign Promotion Luminous Power Pledge FB Campaign was also extensively promoted via regular tweets.

Campaign Reach – Total Result Total Tweets Done Total Accounts Reached- 5500+ Total Impressions 1.9millions + 1.5Lakh+ Campaign Reach

Twitter: Campaign 1- Tweeting Pledge with Image Theme: Followers had to tweet their pledge along with their image in pledge position using the hashtag #LuminousPowerPledge. Duration: 15th Jan’14- 10am to 5.30 pm 16th Jan’14- 10am to 5.30 pm Entries: 912 Tweets on 15th Jan’14 1225 Tweets on 16th Jan’14

Campaign 1- Buzz Created

Campaign 1- Tweet to Influencers

Campaign 1- Tweeting Pledge with Image

Campaign 1- Creative’s Updated

Campaign 1- India Trending #LuminousPowerPledge Hashtag was trending in India for 01:15 Hours on 15th Jan’14

Campaign 1- Trending in other cities #LuminousPowerPledge Hashtag was trending in many cities on 15th Jan’14

Campaign 1- Pledges Received

Campaign 1- Other Brands Jumped in

Campaign 1- Result 15th Jan 2014

Campaign 1- Result 16th Jan 2014

Campaign 1- Winners Instant Gratification

Campaign 2- Quiz Based Campaign Theme: Quiz on Energy Conservation Format: 6 Questions were asked in the span of 2 hours, participants with highest number of correct answers were declared the winners. Duration: 22nd Jan’14 Entries: 1500 Tweets

Campaign 2- Buzz Created

Campaign 2- Tweet to Influencers

Campaign 2- Quiz Based Campaign

Campaign 2- Creative’s Updated

Campaign 2- India Trending #LuminousPowerPledge Hashtag was trending on 2nd Position in India for 02:15 Hours on 22nd Jan’14

Campaign 2- Other Cities Trending #LuminousPowerPledge Hashtag was trending in other cities on 22nd Jan’14

Campaign 2- Active Participation

Campaign 2- Result 22nd Jan 2014

Campaign 2- Winners Instant Gratification

Campaign 3- Quiz Based Campaign Theme: Quiz on Energy Conservation Format: 7 Questions were asked in the span of 2 hours, participants with highest number of correct answers were declared the winners. Duration: 29th Jan’14 Entries: 1500 Tweets

Campaign 3- Buzz Created

Campaign 3- Tweet to Influencers

Campaign 3- Quiz Based Campaign

Campaign3 - Creative’s Updated

Campaign 3- India Trending #LuminousPowerPledge Hashtag was trending on 2nd Position in India for 01:30 Hours on 29th Jan’14

Campaign 3- Other Cities Trending #LuminousPowerPledge Hashtag was trending in other cities on 29th Jan’14

Campaign 3- Active Participation

Campaign 3- Result 29th Jan 2014

Campaign 3- Winners Instant Gratification

Campaign 4- Quiz Based Campaign Theme: Quiz on Energy Conservation Format: 5 Questions were asked in the span of 2 hours, participants with highest number of correct answers were declared the winners. Duration: 5th Feb’14 Entries: 1500 Tweets

Campaign 4- Buzz Created

Campaign 4- Tweet to Influencers

Campaign 4- Quiz Based Campaign

Campaign4 - Creative’s Updated

Campaign 4- India Trending #LuminousPowerPledge Hashtag was trending on 3nd Position in India for 04:05 Hours on 5th Feb’14

Campaign 3- Other Cities Trending #LuminousPowerPledge Hashtag was trending in other cities on 5th Feb’14

Campaign 4- Active Participation

Campaign 4- Result

Campaign 4- Winners

YOUTUBE STRATEGY ACTIVITIES: 1. Sachin’s promotional video updated on Youtube – 262 views 2. Youtube skin updated 3. Video promoted on Facebook

THUNDERCLAP STRATEGY We utilized Thunderclap to promote the campaign and create awareness & viral effect around it. Thunderclap is the crowd-speaking platform that helps people be heard by saying something together. If enough people support it, Thunderclap will blast out a timed Facebook Post or Tweet from all your supporters, creating a wave of attention.

Thunderclap Promotion on Social Channels

Thunderclap Completed Thunderclap Completed on 2nd Feb

Campaign Stats

Thunderclap messages

Campaign Result • • • The aim was to get 100 supporters by 2nd Feb. We got 105 supporters and the message got Thunder Clapped Social reach of the message was 49,182 (Social Reach is FB+Twitter followers/friends of all who participated in thunderclap)

Thank You.

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