Mime video campaign #speechless

Presented by:

@mhasesaurabh

Founded

in

1942

Ranked in

200 best

companies

Revenue

of $1.7

billions

Operating

in 17

countries

4937

Employees

Objectives

Engage

Customers

Make customer

share emotions

Create a trend on twitter

Build brand equity

Brand awarenes

s

Analyze

the speechless moments

Strategy

• Users tweeted with the hashtag #Speechless on @asianpaintstwitter page

• As a response to the tweets, the agency formulated mime videos out of all the user tweets on real time basis and uploaded them on the brand's YouTube page

• Idea was to delight the tweeters

Execution

• “We dwelled into a real time response campaign for that. The tweet would come in and we would work to figure what to do with it and have one or two rehearsals before we put it up",- VP, Asian paints

• Adjoining image shows the tweets made by people.

• These tweets were converted into YouTube videos and people tweeting were cherished

Results

11,000tweets

in 2 days

75video stories made

#speechless

trended no. 1 For two days

Conclusion

• Customers wants to be treated specially

• Interactive campaign stays in mind of customers and they do get immediate buzz

• So, social media campaigns should be made more interactive

• Objective should be to delight customer and to touch the heart of customer

Thank you !

Follow: @mhasesaurabh