This document summarizes a social media campaign conducted by Philips India over 4 months. The campaign aimed to promote two initiatives, Style Sutra and a Face-Off challenge, through content sharing, community management and reporting. Engagement increased during contests, with the number of fans growing 24% over 3 months. Users preferred interactive posts and responded best to activities and contests.

1. Philips India
 Services Offered:
Content Research and Strategy,
Information Architecture, Graphic
Design
 Duration:
4 Months
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2. Objectives
- To Promote Style Sutra
- To Promote the Face-off challenge
- Initiate and participate in online conversations around
Philips India
- Community Management
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3. Campaigns
Style Sutra Face-Off Challenge
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4. Plan
LISTENING
- TG Analysis
- ORM
CONVERSING
- Social Tools
- Content Strategy
- Engagement
REPORTING
- Monthly Report
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5. Target Group
Who are we talking to? Party Lovers
Young
Professionals College Students
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6. Deliverables
CONTENT
Repeatedly sharing content with high engagement rate.
- Brand/Campaign Related
- Activity/Contest
- Topical
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7. Deliverables
CONTENT- Campaign Related
“Philips Style Sutra”
1.Posts/day:
1-2
2.Types of content :
Wall Posts /TVCs/ Image Related Activity.
3. Good number of conversations were tracked on the
images that were shared.
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8. Deliverables
CONTENT- Contest
“Face-off challenge”
1.Posts/ day:
1-3
2.Types of content:
- Wall Posts about Launch
- Promote Contest
- Encourage users to participate
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9. Deliverables
CONTENT- Topical
1.Posts/ day:
1
2.Types of content:
- Ask about their style quotient
- Lifestyle
- Interest.
3. Interaction: Maximum number of
interactions were observed on the topical posts.
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10. Deliverables
COMMUNITY MANAGEMENT- Queries
- More than 50 Queries answered
- Earliest response to the
queries within an hour on
weekdays.
- Response time varied from
24 hrs to 72 hrs on weekends, but
initiatives were taken to respond all the
queries on time.
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11. Deliverables
COMMUNITY MANAGEMENT- Spams
- Checking the brands owned
property and handling the activities
- Checking for other brands ads
on our page.
- Removal of Spam Content
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12. Deliverables
COMMUNITY MANAGEMENT- Conversations
- Generating conversations with
engaging posts and conversation starters
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13. Deliverables
Reporting
- Query sheet management
- Community management
- Monthly report
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14. Results: Insights
24% increase in Fans in
3 months
245000
235000
225000
215000
205000
195000
185000
June July August September
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15. Results: Observations
Platform:
Philips consumers were looking for a
platform where they can group
around the essence of the brand.
Acknowledgement:
Users like interacting given their
voice is acknowledged. Meaningful
& Planned Content creates Impact.
Activities:
Users look forward to activities to
bond with the brand such as
contests, games and discounts.
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16. Learning
We would to like to emphasize on the following ground:
1. During the Activity/contest period the page has maximum
engagement which shows that the users like to participate in
the activities and contests.
2. Users are unwilling to talk about brand centric posts rather they
are interested in the Topical/Generic posts which according to
their interest.
3. There are a lot of Style Enthusiasts on our platform. Maximum
number of comments are generated from the Interactive posts.
4. The picture related posts also engage a lot of users on the
platform. More than 200 interactions are generated from the
pictorial posts.
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17. User Behaviour
During Face-off
Challenge
Before Face-off
Challenge
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18. Interaction
During Face-off
Challenge
Before Face-off
Challenge
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19. Likes
During Face-off
Challenge
Before Face-off
Challenge
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20. Thank You:
info@shack.co.in
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