2. A growth of
557%
December 2011-
4600 Followers
6 months on Twitter
Later
June 2011-
700
Followers
on Twitter

3. Interactions on Growth of
Twitter were very Twitter Followers
Low had stagnated

4. The youth is most active on Twitter
Femina has always been perceived as an older
women’s/mature women’s magazine
The youth lived with the perception that
Femina will not connect with them
Youth centric topics like fashion and celebrity
news were not Femina’s core focus on Twitter
Thus, youth interactions on Twitter were
minimal

5. A Big Idea that
An Idea with a
would appeal
Viral Factor
to the Youth
A Focus on
youth centric
content

6. The Idea

7. • Interviews with Celebrities on Twitter
– Twinterviews were held with celebrities who are
popular on Twitter
– These Twinterviews were held at a pre-decided time
and were publicized using Twitter and Facebook
– Each Twinterview lasted between 45minutes - 1 hour
– Femina Tweeted questions to the celebrity and they
would reply tagging Femina in their response
– The Celebrity's followers could experience the
Twinterview live if they followed Femina
– Twinterviews were showcased on the Femina website
after they were completed

15. A 557% increase
in Followers
within 6 months
Celebrities are
now Tweeting to
A larger increase
and Following
in interactions
Femina on
Twitter
Results

16. Fans had to follow Femina to follow the twinterview
live!
The idea is novel and appeals to all age groups
A celebrity giving a live interview is not something
people experience too often
The content was around women. What these
celebrities did, why they did it or how they made it big
We made the celebrities recommend us to the next
celebrity making the entire concept viral

17. Facebookupdates used to promote Twinterviews
These posts receive high number of Interactions

19. • Twinterviews have been
a huge success.
• Our followers tweet
about and look forward
to our Twinterviews
• We have been successful
in acquiring and
engaging young followers
• Celebrities frequently
tweet to us, further
increasing our followers

20. The idea spreads like fire on Twitter
TheTwinterviewsget the attention of all the people
The follower count increases by 557%
Twitter now becomes an essential conversation point
Fans look forward to and suggest celebrities forTwinterviews
All in all a viral case study worth BEING FOXY!