Social Media Case Study on Yale

Client – Yale

Agency – GlocalEdge Consultants Pvt. Ltd.

Campaign – Go Smart…Go Digital…Contest

About Yale Digital

Part of ASSA ABLOY Group

Global leader in home security solutions

Most respected brand in the locks industry

Millions of users in over 125 countries

Background of the Challenges

Yale had a 3D animation video but it failed to go viral as the video was too long.

Although a global leader, Yale has limited presence in India and people did not

know much about the brand.

Confronted with the challenge of entering a new market with already established

competitors such as Godrej and Hafele, Yale contracted a reputed digital marketing

firm – GlocalEdge.

Generate buzz in Social Media about Yale’s innovative digital door locking solutions

Promote the brand in India

Build a fan following for Yale Digital products in India

Create awareness about different categories of the Yale digital door locks

Make people aware about various features of a Yale digital door lock

Social Media Objectives

GlocalEdge Solution

Developed a Facebook app with an embedded video

Described different features of Yale Digital Door Locks in an animated video format

Asked three quiz questions based on the video

Allotted points based on how long the video was viewed, the number of correct answers

and social shares

Engaged the audience with creative posts

Gifted a Yale Digital Door Lock as a prize to the lucky winner

Walkthrough the Contest

Step 1

Participants had to LIKE

the fan page to enter the

give away contest

Walkthrough the Contest

Step 2

Watch a video demonstration

of Digital Door Lock features.

The longer the video is

watched, the higher will be the

score.

Walkthrough the Contest

Step 3

Answer 3 simple questions

based on the video and your

score gets added up on every

right answer.

Contest PromotionTo make things fun, contestants were asked to share the app with comments about their

experiences while participating in the Go Smart...Go Digital...Contest

The campaign was heavily promoted on Facebook, Twitter and many other

social media sites and soon it went viral

Post Engagements

Campaign ResultsAchieved the objective of creating a buzz on social media

Received overwhelming response in just two months

Generated huge excitement and kept up the momentum at every stage of the campaign

Increased its Facebook community to over 30K likes and registered 2300 entries

Reached more than 9 lakh users on Facebook