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EXECUTION

There were a series of contests involving Ranbir that gave fans a clear Reason to Follow.  Fans could identify with activities that carried badge value or yielded easy wins. These were suplemented with ongoing conversations with fans on topics like fashion, fitness, gadgets.  On release of new collections there were photos, videos, polls and links talking about routines, diets, and of course clothing for the new season.
 

Cool Shutterburg: An Photo Contest with winners getting autographed pictures by Ranbir

Wish Ranbir: Turn happy birthday messages into real-life bouquets that go to Ranbir

Graffi-T:The application allowed users to design their own T-shirts and the coolest designs were s were printed. Again, we reinforced our page’s social-to-real-life USP by printing the coolest designs on actual T-shirts and showcasing them at our stores.

Move it Cupid: In line with brand's Cool charecter, the ‘Move It Cupid’ application posed wacky questions on relationships (like the last line you would say to your girlfriend before breaking up) and it was an instant hit.



Facebook Page
BRIEF
Reinforce John Players association with brand ambassador, actor and celebrity Ranbir Kapoor using Social Media and establish the new tagline of 'Play It Cool'
Get a base of 1lac + engaged fans


INSIGHT
John Players TG was active on social media. All data points showed high affinity in reach & consumption. 
The central idea was to give the brand’s tagline (Play It Cool) an increased relevance in the lives of the audience.
 
Ranbir Kapoor was a recognizable icon for TG and that would help get traction in Social Media. The social page needed to be a two way conversation channel with regularly engaged fans.



RESULTS

  • Exponential growth in fan base- increase of 60,000 times in 12 months.
  • John Players entered the 1 lakh plus fan club on Facebook durnign this period
  • Interactions on Facebook in excess of 35 interactions per fan

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