The Studymate 'Hum se Poocho' campaign aimed to increase usage of exam preparation resources through their helpline. MixORG helped extend the campaign on Facebook. They posted content like mock exams and solutions. This engaged students, parents, teachers and schools. Within a month, the Facebook page grew by over 5,000 users and content received over 1.3 million views. Students provided positive feedback, showing the campaign successfully achieved its goals of supporting students in the run up to their exams.

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Hindustan Times’ StudyMate
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Campaign: ‘Hum se Poocho’
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3/1/2012
MixORG
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2. Contents
The Brand ................................................................................................................................................. 3
Company .................................................................................................................................................. 3
Industry .................................................................................................................................................... 3
Duration ................................................................................................................................................... 3
Target Audience ........................................................................................................................................ 3
Aim/Objective ........................................................................................................................................... 3
Executive Summary ................................................................................................................................... 4
Strategy .................................................................................................................................................... 5
Platforms Used ......................................................................................................................................... 6
Outcome and Impact ................................................................................................................................ 7
Learning .................................................................................................................................................... 8
Links ......................................................................................................................................................... 8
Screenshots .............................................................................................................................................. 9
1. Online Branding of Partner Schools ........................................................................................... 9
2. Campaign poster as uploaded on Website and Facebook page .......................................... 10
3. Facebook Ads ............................................................................................................................... 11
4. Mock Board Paper Application ................................................................................................. 12
5. Board Paper Solutions Application .......................................................................................... 13
6. Testimonials from Parents ........................................................................................................ 14
7. Pictures of Teachers answering queries on the Helpline ..................................................... 15
8. Recognition to Students ............................................................................................................. 16
9. Cross-Channel Integration between Website and Facebook page ..................................... 17
10. Number of Active Users saw a sharp spike during the campaign ................................... 18
11. Testimonials from Students ................................................................................................... 19
12. Need-driven participation by the Community .................................................................... 20
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3. The Brand
Studymate was started in 2010 by Hindustan Times to provide classroom tutoring for CBSE
students from class IX to XII. This was an extension of their wide experience in the education
industry garnered through HT’s educational supplement, HT Horizons. Studymate Tuition centers
were started with the mission of equipping and empowering young minds to pursue their
dreams. Studymate is known to provide high quality supplementary education through expert
faculty, Technology Aided Teaching (TAT) and state-of-the-art infrastructure to a large number
of students every year. The pedagogy is in harmony with CBSE’s Board system and thus, provides
students with relevant support in their academics.
Company
Hindustan Times, founded in 1924, is one of India’s leading English dailies. It is the flagship
publication of HT Media Ltd. With a readership of close to 3.7 million, Hindustan Times is one of
the largest newspapers, by circulation, in India.
Industry
Education
Duration
February to March 2012
Target Audience
CBSE students of Class X and XII Board, residing in the area of Delhi NCR
Aim/Objective
Studymate had run the ‘Hum se Poocho’ helpline the previous year from their website alone.
This year, they wished for greater awareness and usage of the Helpline by tapping into the
power of Social Media. Further, this year better content like Mock Board Papers and Board
Paper Solutions were to be made available. Thus, three objectives were listed:
 Higher uptake of ‘Hum se Poocho’ helpline as compared to last year
 Ensure large number of downloads of Mock Board Papers
 Ensure large number of downloads of Board Paper Solutions
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4. Executive Summary
Studymate, an initiative led by Hindustan Times to provide CBSE-based tuition to students of
Class IX to XII ran the ‘Hum se Poocho’ campaign last year for board students. They operated
from their website alone. This year, they hired MixORG to extend the campaign through Social
Media, hoping to reach out to larger audiences and increase the uptake of their helplines.
While Studymate took up the offline strategy of tie-ups with Schools, engaging expert teachers
for the helplines as well as print media publicity, MixORG took charge of the online strategy and
execution. The website and Facebook page were populated with a lot of relevant content that
ranged from sample papers and board exam solutions to examination tips and tricks. Through a
host of posts and apps, the Facebook page engaged all the stakeholders in the campaign: the
students, their parents, the teachers, Studymate officials and partner schools.
Started towards the end of February and run during the Board Exam season of March 2012, the
campaign was an immense success. The Apps, posts and other content posted during the period
saw a whopping 1.3 million views in just that one month of its run. Students and parents were
quite grateful for the constant support they had received.
The campaign, to summarize, was an immense success. It met the key objectives of increasing
the reach of the Hum se Poocho helpline usage as well as high consumption of the sample and
Board paper solutions. Furthermore, the campaign engaged students in an effective way
wherein, the target group did not just receive information, but began stepping forward and
sharing information or demanding it.
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5. Strategy
Offline
The most significant offline strategy was tie-ups with schools as Studymate required a large
number of qualified teachers to man the helplines. Schools readily partnered with Studymate to
ensure support to the students, as they in turn received recognition on Studymate’s online and
offline advertisements. (Figure 1) Hindustan Times carried several features on the Hum se
Poocho initiative, which in turn ensured branding for the Partner Schools.
Online
Since Hum se Poocho as a campaign had already taken place offline last year, the purpose of
taking it online this year was to increase the uptake of the helpline and other features. In order
to this, the following focus areas were considered:
 Visibilty: The brand’s visual language was aligned to the ongoing campaign through
sliders, cover pictures, thumbnails and profile pictures. (Figure 2) In addition, Facebook
advertisements were run for existing fans and new users to talk about the offerings.
(Figure 3,4)
 Innovation: To add flavor to a campaign that had already taken place last year, there was
a desire for innovation. Hence, the new idea of uploading sample and solved Boards
Papers was formulated and implemented with great success. (Figure 5,6)
 Social Participation: There was a clear effort towards encouraging two-way dialogue
with the target group so that they engage in dialogue among themselves and with
Studymate.
 Community Building: An attempt was made throughout to not just engage the student
community, but other stakeholders as well, like schools, teachers and students’ parents.
The Facebook page captured sentiments of all these stakeholders and encouraged them
to interact among themselves on this portal.
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6. Platforms Used
For the ‘Hum se Poocho’ campaign, primarily two platforms were utilized: Facebook and the
Studymate website. There was, however, a constant effort to ensure cross channel integration
and posting.
Facebook
The Facebook page was used for widespread promotion of the campaign as well as to engage
the target communities.
Content: Study-related content was frequently updated in the form of potential examination
questions, sample papers as well as Board exam solutions. Non-study posts were also there to
help students relax and yet, gear up for the big examinations. Good luck posts as well as
examination tips found great favour among the students.
Engagement: Students were engaged through discussions. They were encouraged to express
their thoughts about the oncoming exams or specific subjects. Customized Social apps were
created, which students visited as well as shared among their friends. Parents too engaged with
Studymate by providing their testimonials and sentiments about the campaign. (Figure 7)
Live Event Coverage: The evening before every exam, the helpline schedule was flashed
repeatedly. Adequate notice was given to students so that they could accumulate their queries
and be prepared. Constant updates before, during and after every event ensured that students
did not miss out on any of the events scheduled for them.
Recognition: The participating teachers’ photographs while manning the helplines were
frequently uploaded. (Figure 8) Students often recognized teachers from their own schools
which gave the helpline a familiar face for them. It also brought in appreciative comments from
students which ensured gratification for the teachers. Students who performed well in the final
exams were given recognition on the page too. (Figure 9)
Website
The website home page was first updated by a slider that reflected in the Facebook cover
picture as well. The idea was to have integrated online branding of the Hum se Poocho campaign
across various channels. Furthermore, the applications that were created and run on the
Facebook page had links embedded in the website as well. For instance, all mock sample papers
and Board solutions were also made available on the website. (Figure 10)
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7. Outcome and Impact
Within a period of one month alone, the campaign showed immense impact on its target
audience. The Studymate Facebook page saw a sharp spike in new ‘Likes’ during the Hum se
Poocho campaign. The new content of Board exam solutions as well as Board exam mock papers
was quite popular among the students, who freely downloaded and shared it among
themselves. (Figure 11) All this was achieved on a modest budget leaving Studymate fairly happy
with the return on investment.
Some facts and figures that reflect the outcome of the campaign:
Number by which student community on FB grew during 5028
‘Hum Se Poocho’ campaign:
Number of Impressions/ people viewing: 3,725,337
Number of views of Board exam solutions: 6002
Number of views of Board exam mock papers: 1030
Total amount spent during the event: $122.20
Apart from the quantity of response, the campaign also saw good quality participation from
students. They responded enthusiastically to all updates, poll questions, sample questions,
answers and other endeavours during the campaign. Furthermore, they frequently shared posts
and material uploaded on the Facebook page, thus ensuring that the material reach a wide but
relevant audience. As evidence, Studymate received a number of appreciative notes from
grateful students applauding the efforts. (Figure 12)
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8. Learning
A significant learning for MixORG during the course of this campaign came from the challenge of
close coordination with other stakeholders. Once students began expecting sample papers and
solutions, they would proactively demand these aids if they did not receive it soon enough.
(Figure 13) The Community Manager had to work closely with Studymate, the Partner Schools
and the teachers to reduce response time.
Something that came as a very positive learning for the team was their ability to create a sense
of entitlement among the Studymate community. They had striven from the beginning to make
the portal a two-way communication platform and soon enough, they were not just ‘pushing’
information, but they had managed to create a ‘pull’. The community began to expect, ask for
and express their needs. They felt an ownership towards the community and often answered
each others’ queries. A true achievement for MixORG, thus, was to have successfully established
norms for the community to be expressive.
Links
Website: http://studymateonline.com/index.html
Facebook: http://www.facebook.com/studymate
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9. Screenshots
1. Online Branding of Partner Schools
Figure 1: Partner Schools
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10. 2. Campaign poster as uploaded on Website and Facebook page
Figure 2: Campaign Poster
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11. 3. Facebook Ads
Figure 3: FB Ads for Existing Fans
Figure 4: FB Ads for New Users
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12. 4. Mock Board Paper Application
Figure 5: Mock Boards Exam Paper Solutions App
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13. 5. Board Paper Solutions Application
Figure 6: Board Paper Solutions
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14. 6. Testimonials from Parents
Figure 7: Parents Speak
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15. 7. Pictures of Teachers answering queries on the Helpline
Figure 8: Uploaded pictures of Teachers on Helpline- received 6o Likes
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16. 8. Recognition to Students
Figure 9: Board Results App
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17. 9. Cross-Channel Integration between Website and Facebook page
Figure 10: Screenshot of Website
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18. 10. Number of Active Users saw a sharp spike during the campaign
Figure 3: Number of Active Users
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19. 11. Testimonials from Students
Figure 4: Students Speak
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20. 12. Need-driven participation by the Community
Figure 13: Students expressing their needs proactively
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