1. Dosti Mein Twist
Campaign Study and Analysis

2. Campaign Info
• Client: Godrej Appliances
• Audience: Youth, 18+ years
• Category: FMCG
• Platform: Facebook
• Language: English + Hindi
• Duration: Dec 25, 2011 - Jan 25,
2012

3. Social Media Objective
• Create Mind Share
among younger
customers
• Brand establishment
on Social Media

4. The Situation
• „Heritage Brand‟ perception
for Godrej Appliances
• Existent Fan base of 1 Lakh
on Godrej Appliances FB
Fan Page
• Interaction generated using
engaging content +
contests
• Product- Knowledge
Dissemination done via
updates

5. The Blind Spot?
Stronger Connect with fan base absent
Need for not just engagement but
entertainment as well

6. So We Thought…
• Connect the Godrej
Appliances brand to
the youth via their
friends
• Give them a new way
of using Godrej
Appliances and
dealing with the
idiosyncrasies‟ of
these friends

7. How will this help?
• Engagement with the
fan base established
• Brand Recall
• Wider Reach
• Entertainment

8. Logic
Content
Needs to be fresh, interactive
and fun – very much the
lingo used by the younger
audience in their day-to-day
conversations with friends
Context Creativity
Connect with the The activity needs to be
products i.e. all the 5 fun and innovative,
appliances (Washing something which fans
Machine, Television, Air can engage with and in
Conditioner, Microwave a space they call their
and Referigerator) own

9. Key to the Solution
Build an Application
which combines the
three C‟s
(Content, Context
and Creativity)

10. And we found that
research suggests we
are on the right track

12. Therefore…

13. The Solution

14. Insight
• The application has
5 scenarios, each
involving a
particular
appliance
• Fans need to tag a
friend and play
through a scenario
• Fan with
Maximum Plays
wins

16. The 5 Scenarios
“Dho Daala” “Pakau Friend ko Pakav” “Dekh Bhai Dekh”
Washing Machine Microwave Television
Sarcastic friend? Interfering Pakav Flashy Friend?
Use your Godrej friend? Watch him/her on your
Washing machine to Use your Godrej Godrej Television
„wash‟ away his/her Microwave to „pakau‟ portraying a façade,
sarcasm him/her in return by
making you feel blessed
dressing him/her as a
in comparison
dish

17. The 5 Scenarios
“Chill Maar Yaar” “Chor Dost ko karo Store”
Air Conditioner Refrigerator
Chor friend? Taking
Agitated friend? everything you want?
Use your Godrej Air catch him/her and dump
conditioner to „chill‟ him/her him/her in your Godrej
refrigerator and then
enjoy your meal in peace

18. First-mover
Fun, quirky
advantage -
approach unlike
No SM App
that taken by
released by
competitors
competition yet
Innovative connect
between fans and
products
Campaign Results

19. 35% increase in Reached 1,78,000 46,000 New Fans
Facebook Fan base fans in 3 weeks
4,048,050
26,987 App plays Impressions
Campaign Results

20. 1. Television 2. Air Conditioner 3.Washing Machine
6879 plays 5513 plays 5112 plays
4. Microwave Oven 5. Refrigerator
4841 plays 4642 plays
Campaign Results
(Plays on each Appliance)

21. Campaign Highlights
• Helped dispel the notion that Godrej
Appliances is just a Refrigerator brand
(Television received highest no. of app plays)
• Helped connect with the fan base beyond
engagement via updates and within context
• Connected the brand with the youth and
helped break out of the “heritage” mould

22. Learnings
• Branded Facebook applications act as means of
engaging customers to the fullest while increasing
brand awareness and loyalty
• Interactive applications engage the consumers,
making them your friends
• You can effectively achieve viral marketing
objectives through Facebook applications
• Generate traffic by creating awareness among non-
users through newsfeeds and updates by existing
users

23. Thank You