SOCIAL MEDIA CAMPAIGN ON TWITTER - JAQUAR LIGHTING

Opportunity:

Jaquar Lighting, a division of Jaquar Group, had been advertising on traditional media - the television and the morning dailies. The current LED market was exploding with new players and LED lighting products with the government's successful initiative - domestic efficient lighting programme - where the Prime Minister called for making energy conservation through the spread of LED bulbs, a people’s movement. Jaquar Lighting wanted to encash on this branding opportunity by connecting with the people in a unique way and generate a buzz on Twitter around its products - decorative, commercial & landscape categories - by co-sponsoring the event, Pro-Wrestling League.

The Event:

Pro-Wrestling League (PWL), an initiative of ProSportify, is owned by Wrestling Federation of India.The first season of this league was held among 6 city-based teams, with 66 wrestlers from different countries of the world. Three-time women’s world champion Adeline Gray of USA called the league a “historic move in international wrestling that, by bringing in huge sums of money, has taken a bold step in popularizing the sport at world level.” Jaquar Lighting was the Co-sponsor of the first edition. The first season became very popular in India and the winner was Revanta Mumbai Garuda. PWL event set a new record of viewership ratings with a combined, CS 4+yr All India, event average of 0.78 TVR and the CS 4+yr HSM, event average was recorded to be 1.01 TVR, according to BARC. Infact Day # 1 of the PWL delivered a combined reach of 47.56 million viewers across the 3 television channels Set Max, Sony Pal & Sony SIX put together (C&S 4+ All India).

Campaign Strategy for Twitter:

Jaquar’s philosophy to ‘progress with time’ was successfully weaved into the Twitter creative with the company’s tagline: Chhodo Kal Ki Baatein (Let go things of yester years - implying incandescent bulbs) with the hashtag #ChhodoKalKiBaatein. The agency engaged Twitter users with a contest: “Share your favourite Pro-Wrestling moments. Tweet using #ChhodoKalKiBaatein. Win tickets to Final”. Even though the campaign was organic and not a paid one, we attained some mind boggling results:

Key Results:

No of Tweets: 307

Followers: 260

Impressions: 1.5 Lacs

Engagements: 3500

Profile Visits: 9,555

Pre-Match Promo:

Engaged Twitter users with a contest, “Share your favourite Pro-Wrestling moments. Tweet using #ChhodoKalKiBaatein. Win tickets to the Final”. Free tickets were distributed to winners:

Contest winners were announved & free tickets distributed:

A poll was created asking people to predict the winner:

Celebrity Tweets to engage the followers of Celebrities:

Women wrestlers on the top: Phogat sisters

Covered Sonali Bendre, Virender Sehwag, Virat Kohli, Bobby Deol, Dharmendar, Malika Sheravat, Manoj Tiwari, Gaurav Kapoor, Navjot Singh Sidhu & Khali:

Announced the matches & the teams fighting on that day:

Posted everyday match tally:

Winning Team

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