A campaign "Loveathon" was launched to create brand awareness and was supported by a mobile application.

1. Social Media Case Study

2. Objectives
Following brand objectives were set:
o To trigger brand awareness among the audience
o To engage people and get them to sample the brand
o To set the mood for brand Kama Love, by capitalizing on Valentine’s
day

3. Challenges
o At the brand level, the major challenge was brand awareness
o Kama Jewellery was a new player in the market
o The positioning of the brand was a place of Love Destination for all
couples
o While coming up with a campaign, to zero in on this positioning
became the biggest challenge
o Digital Engagement is more of a point and click exercise. The brand
wanted to stand out with this engagement while connecting it to on
ground activity
o Deliver footfalls to retailers
o Get people to pre-register

4. Strategy
o The strategy was 3 fold: a. Brand Awareness b. Brand Engagement c. Generate Footfalls
o With Valentine’s Day just around the corner, the time was perfect to target the niche audience
o This unique campaign leveraged on the Valentine’s Day, exclusively targeted couples, and was aptly named as
Love-a-thon
o The campaign was divided into 2 phases:
• Mobile application
• On ground activity
o The idea was to build traffic through Facebook page
o Using the Facebook network, connect it with the Mobile network
o Create a buzz in multiple cities at one go
o Finish the entire activity in 2 days

5. Strategy
Online Video Promotion
o A promotional video was launched 2 weeks
prior to the activity
o The objective of the video was to create
curiosity and guide people to Kama Love
Page
o The video was promoted on YouTube
o The video was also promoted on Kama
Facebook page as well as other relevant
pages

6. Strategy
Online Video Promotion
o The video showed a person running for Kama Love-a-thon contest
o The person wants to surprise his valentine by winning the contest
o The video ends with the person presenting the diamond ring to his valentine and wishing her Happy Valentine’s
Day

7. Strategy
Retailers
o 25 retailers in 12 cities were approached asking for their participation
o The retailer shops were to be the hotspots for Kama Love-a-thon contest
o Any participant playing the contest, would end up at the retail shop
o This served as the purpose to generate footfalls and get participants to sample the products

8. Activities
Facebook
A Facebook application is built on the page
The user downloads the mobile app. An F-connect button allowed the users to
A Facebook tab was created simply login to mobile website with
A promo code is provided
their FB account

9. Activities
Mobile Website
User gets an access to the mobile website through the URL provided
A mobile website was built for
Once the user logs in, he was provided with the
latest OS. The users login on their details of the contest
device

10. Activities
Mobile Website
The participant played through 3 levels to win prizes

11. Activities
Mobile Website
o On the day of the activity, the participant sees the Kama
Love Spots marked on the map on his device
o The participant would be required to visit the closest spot
to him, in order to play the contest
o Once the participant reaches one of the spots, he would
have to answer 3 questions at 3 levels to reach the grand
prize of Kama Diamond Rings

12. Activities
Mobile Website
User answers level 1 question
To play next level, the user stakes
his prize before proceeding

13. Activities
Backend Handling
o The mobile app was devised based on the latest versions of OS, mainly
for Nokia Phones and Android and iPhones.
o A helpline number was provided to all participants during the activity
day
o Distribution and management of prizes was organized at the backend
o E-mailers were sent to the winners of the contest

14. Results
Mobile app
Duration Facebook Impressions Page Participants No. of
Fans Visit Winners
Acquired
2 40,000 1,04,365 6,863 531 107

15. Comments
Facebook
Excitement and interaction was seen among the participants and retailers alike

16. Conclusion
o Kama Love-a-thon was one of a kind engagement on digital
media. The campaign was met with positive response
o A growth of over 50000 fans was noted on the Facebook page. A
total of 531 active participants were noted on the field
o Buzz created around the engagement generated positive
response on platform such as twitter, also trending in process
the hashtag #Kamaloveathon
o Footfalls generated to retails shops confirmed the sampling of
products and pre-registering

17. THANK YOU
For more information, contact:
Hareesh Tibrewala / Sanjay Mehta
Joint CEOs @ Social Wavelength
Email: hareesh@socialwavelength.com
Cell: +91-98210-89388
Email: smehta@socialwavelength.com
Cell: +91-98200-40918