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Samsung Corby Colour Wars on Twitter
April 10, 2023 © Scenario Consulting Private Limited 1
April 10, 2023 © Scenario Consulting Private Limited 2
Testimonials
“At the outset, thanks much for an opportunity to get involved in the fun Fun, yes, ‘coz for me the idea of engagement was fun. And the way the tweets from @Samsung_Mobiles motivated/ teased/ commented, everything came out as an entertaining and involving (very important) initiative rather than a hard lined marketing effort. Kudos to the team (and the individual managing the Twitter account)! It clearly showed the hard work put into the effort.” – Abhishek Baxi, Team Leader, Corby Colour Wars
"SamsungCorbyWars was fun! No matter who wins but it was a feeling which I could compare with the tug-of-war we did in high school"– Praval Singh, Team Leader, Corby Colour Wars
“Shimauli the Chief Buzz Officer of Buzallong highlights the Social Media Marketing campaign by Samsung Corby” in a Blog post by Sorav Jain that compiles the Social Media Highlights of 2009
April 10, 2023 © Scenario Consulting Private Limited 3
Executive Summary
Samsung Corby Colour Wars was an initiative by Samsung Mobile India during the launch of its touch-phone, Samsung Corby – an affordable and stylish touch phone, the first of its kind, for the Indian youth
• In India, the Corby brief was to connect the dots around three key words – • Youth• Social Networking• Colour
• Samsung Corby Colour Wars brought all aspects of the brief togetherUsing:
- Twitter as the main platform for connecting stakeholders- A viral format to make it attractive to youthWe brought out Corby colours at, literally, every little step of the activity
April 10, 2023 © Scenario Consulting Private Limited 4
Executive Summary
Though seemingly tactical in nature, the impact of the activity goes beyond just the obvious –
Corby was a major launch for Samsung Mobile India in 2009, giving it a hold in the youth and touch segments.
• The buzz generated helped Corby take a position in this attractive segment
• This initial connect we established with a variety of stakeholders gave the brand an opportunity to continue the engagement
• Over a course of time, we’ve engaged select participants for feedback and insights for other Corby products (extensions) as well
April 10, 2023 © Scenario Consulting Private Limited 5
Executive Summary
Importantly, other than winning money and Corby phones (both team leads and members), the team ensured that everyone who was touched by the activity feels like a winner and that the ‘experience is the reward’ philosophy around the activity comes alive
From a total of 3284 tweets with brand mentions in the 12 days > 2853 tweets were from the teams and other fans > leading to an overall exposure of around 6,15,750 exposures > at the rate of 0.09 INR per exposure > our expense on the activity being a total of just 58,000 INR!
April 10, 2023 © Scenario Consulting Private Limited 6
Executive Summary
The Digital Brand Index 2.0, jointly brought out by Edelman and Brandtology, earlier this year (shared in detail below) derives that there has been an exponential (123% ) increase in the number of brand mentions for Samsung during Oct-Dec (6,548 brand mentions) over the previous quarter, taking Samsung to #4 in the Index (against #7 in the previous quarter)
The Samsung Corby Colour Wars on Twitter as part of our Social Media campaign is likely to have contributed to this jump (given that the index also showcases Twitter as the buzziest social channel).
• Our own post-activity analyses show over 3000 mentions of Samsung Corby, amounting to nearly 6,15,000 exposures
April 10, 2023 © Scenario Consulting Private Limited 7
Background
Samsung Mobile is the market leader globally for full-screen touch phones
Recently, it has been focused on its touch phone strategy to grow its market share in India
In Sept 2009, the company launched Corby S3653, its first mobile handset designed to support the highly connected lifestyle of today’s younger mobile users, complimenting the Company’s existing touch screen strategy “touch for every lifestyle”
The Corby was a crucial launch for the brand given that it was the entry point for the company in the youth segment
April 10, 2023 © Scenario Consulting Private Limited 8
Background
Samsung Corby was uniquely tailored to suit the Youth, with:
• Stylish body design and colors; with bold color options like -• Jamaican Yellow• Cupid Pink• Minimal White• Festival Orange• Classic Black
• Cutting edge design also extended to the handsets UI by providing -• Animated UI• Highly stylized graphical menu• Full support for a wide range of social networks that were integrated
directly into the handset’s UI
• Attractively priced at MRP Rs 9,600
April 10, 2023 © Scenario Consulting Private Limited 9
Background
The task at hand was, therefore, to position Corby on three key planks :- Colour- Social Networking & - Youth
As an important element of the product itself, Social Media had a significant role since the task was –
“to create a unique experience for the customers on social networking platforms that would create awareness for Corby and build association in the product category”
Samsung Corby Colour Wars : Approach/ Strategy
April 10, 2023 © Scenario Consulting Private Limited 10
April 10, 2023 © Scenario Consulting Private Limited 11
Objective
Create buzz and generate conversations around Samsung Corby in the launch phase to help the brand take a strong position in the youth and touch phone segment
Choose a viral format that connects “Youth, Social Networking and Colour” as three key concepts associated with Samsung Corby
April 10, 2023 © Scenario Consulting Private Limited 12
Concept
•Five active, vocal Indian users were invited to form a Corby Colour team each (based on the 5 colour options for Corby available in the Indian market)
•Corby Colour Wars team leaders approached friends asking them to follow the ‘team colour’. To join / follow a team, all participants had to ‘tweet’ the team’s hash-tag ONCE (vote to be counted only once)
•Top three Corby team leaders, who reached a certain set target of followers over the activity duration of 12 days, could win a Corby
•Team members / followers of all 5 teams combined also stood to win a minimum of ‘two’ Samsung Corby handsets, selected through a lucky draw
•The Team Lead with the maximum members/ follower in the team would also win Rs. 10,000 in cash
•Ensure that ‘experience is the reward’ and everyone feels like a winner at end of the activity
April 10, 2023 © Scenario Consulting Private Limited 13
Duration
20 – 30 October, 2009Planning 02 – 13
November, 2009Execution 14 – 18 November, 2009Evaluation
April 10, 2023 © Scenario Consulting Private Limited 14
Budget
Resources allocated
• Five Corby phones for winners
• Rs 10,000 cash prize for the final winner
Budget
• Rs 58,000• (MRP of a Corby
phone = Rs 9,600)
April 10, 2023 © Scenario Consulting Private Limited 15
Stakeholders
The initiative was aimed at socially networked, online savvy youth both influencers and potential customers for Corby
The choice of medium for the initiative – Twitter - allowed engaging with the stakeholders extensively given its viral nature
April 10, 2023 © Scenario Consulting Private Limited 16
Stakeholders
Enthused by the viral nature of the activity:
• Several participants expressed interest in becoming team-leads• There were constant requests for the next edition of the Corby
Colour Wars• We got extensive feedback received from the participants• It helped generate queries from customers around Corby
Samsung Corby Colour Wars : Step-by-Step
April 10, 2023 © Scenario Consulting Private Limited 17
April 10, 2023 © Scenario Consulting Private Limited 18
Simple brief – let’s make this like ‘Big Boss’ – twists, turns, soft controversy to generate talk and excite participants
April 10, 2023 © Scenario Consulting Private Limited 19
Identifying the five Corby team leaders
One of the important steps in planning for the initiative was to identify the five leaders for the Corby Colour Wars, given the success of the initiative was driven to a great extend by the level of participation by the leaders
Parameters for selection -
• Young (target group for Corby)• Highly vocal (to ensure enthusiasm)• With a strong network (to ensure reach)
We identified 12 target team leaders and reached out to them for participation
April 10, 2023 © Scenario Consulting Private Limited 20
Select Twitter users were sent invite mails:
April 10, 2023 © Scenario Consulting Private Limited 21
The following five team leaders were finally selected after securing their approval –
@Praval - Head -
Strategic Solutions at
Media Redefined - A
social technologies
firm
@sensonize - 18 yr old blogger,
student, geek, content
broadcaster and (EVIL)
Tweeter. CEO of
@Limespace Networks.
Netrepreneur by Day, Super Hero by Night
@dhempe - Knowledge
Management Professional, Social Media Enthusiast, Amateur
Filmmaker
@baxiabhishek - Geek / new media
guy / photowalker / microsoftie /
windows7 PC / blank noise guy / critical movies fan /
windows mobile
@monikkinom - 14 - Blogger,
Web Developer,
Online Marketing Enthusiast,
G33k, Watches lots of Movies, Loves Soccer, his comp and
April 10, 2023 © Scenario Consulting Private Limited 22
Terms and Conditions uploaded and shared through SlideShare, Facebook and Tinypaste:
April 10, 2023 © Scenario Consulting Private Limited 23
Twist in the tale # 1 – proposed team leads allow change of vote once – lots of back-forth-tweets emerged. Team leads didn’t agree
April 10, 2023 © Scenario Consulting Private Limited 24
Twist in the tale #2 – brought down the number of followers to win, to 200 per team – renewed interest in the game at end of week 1
April 10, 2023 © Scenario Consulting Private Limited 25
Continuous back-end suggestions & support to the teams:
April 10, 2023 © Scenario Consulting Private Limited 26
Active engagement to ensure everyone was having fun…
April 10, 2023 © Scenario Consulting Private Limited 27
Predictions and prophecies:
April 10, 2023 © Scenario Consulting Private Limited 28
Predictions and prophecies:
April 10, 2023 © Scenario Consulting Private Limited 29
Undertaking exit polls to drive interest among participants and push supporters
April 10, 2023 © Scenario Consulting Private Limited 30
Amplifying the naturals twists in the tale – when a contender wanted to abandon…
April 10, 2023 © Scenario Consulting Private Limited 31
And this is how we pepped him
April 10, 2023 © Scenario Consulting Private Limited 32
Amplifying the naturals twists in the tale – when a contender wanted to abandon…
April 10, 2023 © Scenario Consulting Private Limited 33
Result - He came back with a bang!
April 10, 2023 © Scenario Consulting Private Limited 34
For some, grapes were sour, but it helped the game-
April 10, 2023 © Scenario Consulting Private Limited 35
And then, some more war…
April 10, 2023 © Scenario Consulting Private Limited 36
Leader in the middle of 'spam' controversy!
We took a strong stand against spam and engaged with participants having identified the bots
April 10, 2023 © Scenario Consulting Private Limited 37
And then.. it was contender's turn to face the heat!
Fierce competition, but with fun! We facilitated the competitive build-up among players in a spirited manner
April 10, 2023 © Scenario Consulting Private Limited 38
Building hype for the grand finale…
April 10, 2023 © Scenario Consulting Private Limited 39
Selecting winners – focus on fun and surprise…
April 10, 2023 © Scenario Consulting Private Limited 40
Selecting winners:
Tracking mentions for all five team hash-tags
Removed duplications within each team, as well as between teams
Filtering bonafide responses that count as participants
Rigorous method of filtering was shared with all teams
April 10, 2023 © Scenario Consulting Private Limited 41
Selecting winners:
Process of
Filtering >
•Multiple tweets from one account for one team were counted only as one submission
•If a Twitter handle tweeted for more than one team, the team they tweeted for first was taken as their valid entry
•People outside of India who tweeted a particular team’s hash-tag have been included in the count for purposes of selecting the winning team, but not in the draw for prizes (for themselves)
•Brand / Company Twitter accounts have not been included in the count
•Bots have been eliminated from the team members lists (This includes accounts with 0 followers and only one tweet with one of the contest’s hash-tags)
•People who joined teams on manipulated by bots have been included in the draw, but kept out of the count for selecting the winning team
April 10, 2023 © Scenario Consulting Private Limited 42
Announcements via-fun – Countdown through Vital Clues – build up & announcements :
April 10, 2023 © Scenario Consulting Private Limited 43
Taking stock at all points: Verdict – We love Corby!
We conducted periodic polls to evaluate the customer’s sentiment
April 10, 2023 © Scenario Consulting Private Limited 44
Other Touch-Points and Channels usedBrand Samsung Mobile also utilized the thriving Corby community on Facebook as a channel of getting more participants over Twitter by sharing periodic updates, content etc.
• Blog posts by team leaders & supporters• Facebook event page set up by leaders &
supporters• Give-aways offered by team leaders on their own
behalf to win supporters• Tracking mechanisms being put in place by the
participants themselves
However, the real highlight were the touch points and channels set-up by the participants that helped build greater visibility
April 10, 2023 © Scenario Consulting Private Limited 45
Team leads set up Facebook events to promote the contest:
April 10, 2023 © Scenario Consulting Private Limited 46
Messages shared on Facebook, leading to spill of viral outside Twitter also:
April 10, 2023 © Scenario Consulting Private Limited 47
Members shared Corby video and their own offers on their blogs:
April 10, 2023 © Scenario Consulting Private Limited 48
Give-aways from Team leads as well as supporters:
April 10, 2023 © Scenario Consulting Private Limited 49
Blog Posts by team leads to promote their hashtags:
April 10, 2023 © Scenario Consulting Private Limited 50
Tracking mechanisms were put in place by Teams as well, from starting Twitter lists to setting up full-fledged widgets:
April 10, 2023 © Scenario Consulting Private Limited 51
We were also monitoring the contest & tracking the progress of the teams continuously:
April 10, 2023 © Scenario Consulting Private Limited 52
Feedback sought post event, from team-leads:
Samsung Corby Colour Wars – Impact/ Outcome
April 10, 2023 © Scenario Consulting Private Limited 53
April 10, 2023 © Scenario Consulting Private Limited 54
Impact
•As elaborated earlier, Samsung Corby Colour Wars did successfully bring all aspects the brief together.
•In doing so, not only did we generate huge buzz across the platform and other Samsung Mobile touch points for Samsung Corby, but also seeded Samsung Corby as the youth phone in the touch-screen segment.
•Exposure – the total exposures received from the activity were 6,15,750*
April 10, 2023 © Scenario Consulting Private Limited 55
Highlights:
Samsung Corby team hash-tags
SamsungCorbyColourWars hashtags
References without hashtags Total exposure:
Series1 465000 83250 67500 615750
50000
150000
250000
350000
450000
550000
650000
465000
8325067500
615750
Exposure - Samsung Corby Colour Wars
Exposures – sum of all the tweets mentioning the relevant keyword, each multiplied by the number of followers of the person tweeting
April 10, 2023 © Scenario Consulting Private Limited 56
Highlights:
Number of tweets (by us)
Number of Tweets (with Samsung Corby's mention)
0 1000 2000 3000
431
2853
Engagement – Samsung Corby Colour Wars
Engagement with stakeholders – From a total of 3284 tweets with Samsung Corby mentions, 87% came from the participants
April 10, 2023 © Scenario Consulting Private Limited 57
Three of our hashtags among the top 25 most trending topics:
April 10, 2023 © Scenario Consulting Private Limited 58
On Slideshare.com, the link came into the "Hot on Twitter / Facebook section 8 times in the duration of the contest:
April 10, 2023 © Scenario Consulting Private Limited 59
Digital Brand Index 2.0 validates our success:
April 10, 2023 © Scenario Consulting Private Limited 60
The findings of Digital Brand Index 2.0, an independent survey conducted by Edelman in association with Brandtology for the period Oct-Dec 2009, validated the impact of the Samsung Corby Colour Wars on Samsung’s overall presence online
• Samsung ranked #4 among the top 10 buzziest brands in India, jumping 3 positions from the previous quarter July-Sept
• 123% increase in the no. of brand mentions for Samsung during Oct-Dec (6,548 brand mentions). It is noteworthy that the number of tweets (with Samsung Corby’s mention) were 2853 contributing 56% of overall brand mentions
• Twitter was the top channel of buzz with 76 per cent of all mentions (118,150) found on the micro-blog platform
The activity was able to connect the brief with strategic objective of positioning the Samsung Corby as a Youth touch phone
April 10, 2023 © Scenario Consulting Private Limited 61
Learnings:
The activity re-affirmed for us that if the concept seeded is strong and resonates with the brand rationale as well as the target audience, it will enjoy a natural success
While we got tremendous hype for the activity, we never made becoming a @Samsung_Mobiles fan mandatory for participation – the idea was use this buzz-oriented activity as an opportunity for engagement – one out of every two people we interacted followed us of their own accord
April 10, 2023 © Scenario Consulting Private Limited 62
Challenges we overcame managing such heavy volumes of conversation:
•There were bots identified during the contest that were getting participants to share the team hash-tag
•We took a strong stand against the same with team leaders being informed of a potential disqualification if involved
•Bots were eliminated from the team members lists
•People who joined teams on manipulated by bots were included in the draw, but kept out of the count for selecting the winning team
Threat of SPAM(We had a strict policy against
spamming)
April 10, 2023 © Scenario Consulting Private Limited 63
Challenges we overcame managing such heavy volumes of conversation:
•Multiple tweets from one account for one team were counted only as one submission
•If a Twitter handle tweeted for more than one team, the team they tweeted for first was taken as their valid entry
•People outside of India who tweeted a particular team’s hash-tag were included in the count for purposes of selecting the winning team, but not in the draw for prizes (for themselves)
•Brand / Company Twitter accounts were not to be included in the count
Tracking (An elaborate
process of filtering involved in tracking
the activity to ensure accuracy of results)
April 10, 2023 © Scenario Consulting Private Limited 64
Testimonials
Support and encouragement from different quarters!
April 10, 2023 © Scenario Consulting Private Limited 65
Testimonials
“At the outset, thanks much for an opportunity to get involved in the fun Fun, yes, ‘coz for me the idea of engagement was fun. And the way the tweets from @Samsung_Mobiles motivated/ teased/ commented, everything came out as an entertaining and involving (very important) initiative rather than a hard lined marketing effort. Kudos to the team (and the individual managing the Twitter account)! It clearly showed the hard work put into the effort.” – Abhishek Baxi, Team Leader, Corby Colour Wars
"SamsungCorbyWars was fun! No matter who wins but it was a feeling which I could compare with the tug-of-war we did in high school"– Praval Singh, Team Leader, Corby Colour Wars
“Shimauli the Chief Buzz Officer of Buzallong highlights the Social Media Marketing campaign by Samsung Corby” in a Blog post by Sorav Jain that compiles the Social Media Highlights of 2009
April 10, 2023 © Scenario Consulting Private Limited 66
What next?
Samsung has created Social Footprints and
the engagement is growing
The Social Media journey for Samsung
Mobiles has been received with great
acceptance and initial excitement,
and we’ll be building on that in the future
April 10, 2023 © Scenario Consulting Private Limited 67
Reasoning
• Even though the Samsung Corby Colour Wars may appear only a tactical initiative, it marries back into our bigger strategic objective vis-à-vis both Samsung Corby and the Touch segment
Our focus was clearly on strategy
• From a total of 3284 tweets with brand mentions in the 12 days, 2853 tweets were from the teams and other fans, leading to an overall exposure of around 6,15,750 exposures at the rate of 0.09 INR per exposure (given our budget for the activity)
Extremely high conversation factor
April 10, 2023 © Scenario Consulting Private Limited 68
Useful Links:• Terms and Conditions, and later results were uploaded on
SlideShare: – http://www.slideshare.net/SamsungMobileIndia/samsung-corby-colour-
wars-terms-and-conditions
• Some select links of participants promoting the activity on their blogs and other touch points like Facebook event-pages:– http://www.praval.com/contests/samsung-corby-wars-support-the-leadi
ng-team/– http://www.sensonize.com/win-a-samsung-corby/– http://bridgingdigitaldivides.wordpress.com/tag/samsung/
April 10, 2023 69© Scenario Consulting Private Limited
Thank You!
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