Social Media Case Study - SPEED Mobile

JUNE 2013 | WEB.SIXINCHNAILS.COM

The CAMPAIGN that saved

SPEED MOBILE85% of their

budgetJUNE 2013SIX INCH NAILS WEBWEB.SIXINCHNAILS.COM | [email protected]


What is SPEED MOBILE?


SPEED MOBITECH CO. PVT. LTD. is engaged in telecommunications and mobile business. Speed Mobile aims at providing the best of both worlds, thus providing the world of entertainment on your finger tips at affordable price.

Mission: Providing mobile handsets, mobile applications and content at the most feasible prices, thus allowing the common man to have the comfort of enjoying entertainment at a nominal price.

Vision : To be a people’s brand by catering to the inimitable and unfixed needs of every individual. Speed Mobitech Co. Pvt. Ltd. aspires to let every individual possess a commendable mobile phone by way of condensing product cost and perking up product performance through independent innovation.


Aim and overview

Aim: To launch brand over social media by building presence on Facebook, and building brand awareness through contests and giveaways.

Six Inch Nails Web was appointed as the digital agency for this task – the creative team conceptualized a very interesting and topical contest not only to engage with users, but to also build brand awareness through this viral campaign leading to low media buying expenses for Speed Mobile.


Initial Position

Six Inch Nails Web took charge of a Facebook page set up by the client with 42 likes, most of which were from employees of the company. Zero engagement and a handful posts with pictures of handsets.


Page makeover


“Who Says STYLE is Expensive?”

Six Inch Nails Web launched the campaign “Who Says STYLE is Expensive” to promote the latest handset by Speed Mobile, the Speed Rave S-89 and get the message across of style being affordable.

Why Facebook? The target audience for the campaign being young individuals based in various cities across Maharashtra, Facebook served to be the right platform due to the highest proportion of users within the target compared to other platforms.

Call to action: ‘Like’ the page and guess the price of the device.

Prize: Tickets to the Mumbai Indians IPL match and Speed Mobile handsets


Execution

The contest was run in sync with the advertising campaign on Facebook which generated significantly low costs per like for the brand and high levels of engagement.

Getting the users to ‘guess’ the price effectively communicated the message of the mobile device which looks expensive and high quality is in reality, extremely affordable – thus boosting brand awareness, interest and reputation.

Furthermore, awarding best guesses with handsets and tickets to cricket matches during the Indian Premier League season made Speed Mobile the ‘talk of the town’ amongst its target market.


Results


Cost per like brought down to as low as INR9.12 (85% lower than average cost per like as per Wall Street Journal).

Click-through rate as high as 0.170%

Noticeable increase in reach and page views.


Conclusion

• Strong social media launch for the brand

• Built an effective Facebook presence with efficient use of advertising budget

• Target market was successfully engaged with a phenomenal level of response

• Campaign effectively communicated the message of the handset being technologically sophisticated and stylish but NOT expensive.


Speed Mobile is one of the 45+ brands from over 4 continents that love us!

Get in touch

Head office (India):Six Inch Nails Enterprises LLP2/228 New Sonal Link EstateLink Road, Malad (W)MumbaiMaharashtra, India400064Phone: +91 9022054267

Branch office (United Kingdom):Six Inch Nails Enterprises35 Myrtle StreetLiverpool, MersesideUnited Kingdom – L7 7AJPhone: +44 7796771485