Influencer outreach: India gives to Give India

(image source: Seruds)

As your humble servant and intrepid case study discoverer, I invite you to join me on my ongoing trip around the world as I move from Ireland to India, two countries very close to my heart. What do they have in common? Easy. Generous people with warm hearts living in two fascinatingly complex and rapidly evolving societies.

Enter “Give India”. This online donation platform harnesses the power of the Internet to facilitate grassroots support for non-profits in the country. Visitors to the site can choose to support a variety of initiatives like:

A one day Human Rights Awareness Workshop for 50 poor women

Sponsor the honorarium of a paralegal counselor for a year to fight against domestic violence

1 month nutrition and health care for a child living with HIV

Contribute to a fund to build a shelter for 50 neglected aged

Construct a Rain Water Harvesting Unit or Recharge Pit for a drought prone village.

Having worked with and having sat on the board of more than one non-profit, I can certainly attest to the constant scramble for funding. Hopefully, no stone goes unturned, which is likely why Give India chose to participate in the challenge set forth by the Chase Foundation. The task? Leverage your network in a bid to gain votes supporting your race towards a 1 million dollar prize.

Today’s featured case study could certainly been about the Chase Foundation’s visibility program. The $1M campaign was unfortunately not without controversy…

But back to Give India:

Objectives:

  1. Get 40 000 votes
  2. Increase traffic to Give India on Facebook and Twitter
  3. Win $1M from the Chase Foundation
  4. Educate 40 000 children

The Campaign: 1 vote = 1 child’s education for a year. A vote for India.

Results:

  1. Key influencers, including Bollywood stars Purab Kohli, Shekhar Kapur and Farah Khan shared this campaign with their Twitter networks
  2. Number of Twitter followers rose from 200 to over 350 in 8 days
  3. Number of Facebook fans increased from 150 to over 500 in 8 days
  4. Raised awareness for Give India among more than 4000 people

How did they do it?  By mobilizing influencers and their network through Twitter, Facebook and email. While they didn’t walk away with $1M from the Chase Foundation, the Give India case study is generously rich with key learnings, so check it out. It’s posted on India Social, India’s largest social media community. Rajesh Lalwani, founder of social media consulting firm Blogworks, who I had the great pleasure of meeting in Delhi, is one of the driving forces behind the India Social initiative.

Anand uthaayein!
Michelle

Yer man Tayto’s on top again, Ireland: a crispy case study

image source: Wikipedia

With a name like Sullivan, count on me to kick things off with a case study from the Emerald Isle.

Founded in the 1950s, Tayto (a division of Largo Foods) is a top Irish crisp manufacturer (that’s potato chip to you, mate!) with the lovable Mr. Tayto as brand mascot. A veritable cultural icon, Mr. Tayto has his own autobiography and even made an appearance as a fake candidate in the 2007 Irish elections with a number of write in votes to his credit, no less. Needless to say, after more than 60 years on the market, it was time to spruce up Mr. Tayto’s image. Cue Ray Swan and the good people at McCann Erickson Dublin, Mindshare and Boondoggle, who came together to create a multichannel marketing and PR campaign that made mouths water:

Objectives:

  1. Develop a campaign that allows the audience to engage with the brand
  2. Make Mr. Tayto relevant again

Results:

  1. An increase in sales of nearly 1 million extra packets of Tayto crisps
  2. 90 000 hits on Bebo and Facebook
  3. Tayto regained the title of Number 1 crisp in Ireland

How did they do it? Check out this entertaining case study video posted by McCann on YouTube, as well as the campaign website and “Mr. Tayto – Guess who’s looking for love?” and “Mr Tayto – Clothes make the man” videos. You can also get campaign partner Mindshare’s take on the Tayto triumph through their own online case study.

For the curious among you, know that Tayto crisps come in the following mouth watering flavours: Cheese & Onion, Salt & Vinegar, Smokey Bacon, Ready Salted, Prawn Cocktail (!), and Tex Mex.

After you’ve … dare I say it …  digested this case of Taytos, have fun watching this stand-up routine by Irish comedian Dara O’Briain and get a bit of a sense of what a cultural phenomenon the Tayto really is on the “udder” side of the pond.

Enjoy!
Michelle

Announcing Michelle Sullivan

I’m thrilled to announce that Michelle Sullivan has joined CaseStudiesOnline.com as co-editor.

Michelle SullivanMichelle is Director of Social Media and Digital Communications at HKDP, a subsidiary of PR multinational Hill & Knowlton located in Montreal and Quebec City.  She works with the agency’s marcom, health and pharma, public affairs and corporate communications divisions, guiding clients into the social media space.

She blogs, podcasts, and is an active member the social media scene both online and off, and instrumental in bringing Third Tuesdays, PodCamp and FacebookCamp to Montreal.

This means you’ll be seeing more case studies on a more frequent basis, plus we have plans to produce a parallel site in French. Please contact me at tod@todmaffin.com if you’re interested in contributing as well.

How JVC Gained 35,000 Fans In 30 Days

JVC

JVC U.S.A. is halfway through their Like It To Win It Facebook campaign, with a new giveaway each day for 60 days. Fans that “like” the daily giveaway post are entered to win that day’s prize– headphones, iPod docks, video cameras, speakers, and TVs. All Facebook sat down with RFI Studios, the digital arm of PR agency Ruder Finn, to understand how they were able to take a page that had only 1,000 fans to 35,000. Read All Facebook‘s Case Study

The Wheat Thins Are Listening

When the company behind the Wheat Thins brand of crackers did some social media monitoring, they realized — perhaps to their dismay — that people, of course, don’t have mind-blowing brand experiences with the crackers. They just like them. They’re a part of a nice snack, said the monitoring.

So the marketing team decided to give some of the biggest fans a mind-blowing experience anyway — they’d pick people who’d tweeted positive things about the crackers, show up at their door, and give them a lifetime supply of crackers.

See in the full case study from MarketingProfs how they study prospective winners’ tweets and decide who to award the gifts to.

These two videos demonstrate the surprise gifting:

Related articles:

Old Spice team talks about their strategy

Found a great interview with the team behind the wildly successful Old Spice campaign. In the interview, they talk about how they decided to employ various social media strategies, and which people to send personalized videos to.

One interesting disclosure was that Old Spice had built a custom application that ranks the influence level of people tweeting Old Space, providing the team with a shortlist of people to produce customized YouTube responses to:

We’ve built an application that scans the Internet looking for mentions and allows us to look at the influence of those people and also what they’ve said. They’re working in collaboration with the creative team that are there to pick out the messages that: 1. Have creative opportunity to produce amazing content; or 2. Have the ability to then embed themselves in an interesting or virally-relevant community. It’s not just picking people with huge followings, it’s a really interesting combination.

Full interview is here.

Related:
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