The Campaign India - Happy December Case Study
Period of activity: December 2009
View the case study
Summary of the campaign: Campaign India needed visibility. Hence, Happy December was a campaign done to promote the brand by wishing luck to the creatives who are known to be working day and night for awards in December.
Situation: The challenge was to make people in the ad industry log on to the online version of Campaign India and make it a habit.
The Goal: The goal was to make Campaign India's online version a regular site that people from the fraternity logged on to every day.
The strategy: The strategy was to use the time of year to our advantage. December. When most ad people are neck deep in award work and would relate to an idea like this.
Execution: Viral ads were created and sent to people's inboxes every day.
This made it top of mind right up to the end of the award season. People started logging on to see what the next ad was on a daily basis. The number of hits went up substantially.
Click on the links below to see the links to some of the Happy December films.
It's that time of the year: Part 15
It's that time of the year: Part 13
It's that time of the year: Part 10
An e-mail bulletin everyday to the Campaign India's online database
At about 12:30 p.m. on every weekday of December 2009, an e-mail bulletin was sent out by the editorial team at Campaign India to its online database of over 7000 subscribers. Once viewers received the mails in their inboxes, they went viral across the web. Some screenshot of the e-mail bulletin are shown below:
View some of the viral videos below
Happy December - Fries
Happy December - Parsi couple
Happy December - Save Paper
Happy December - Cancer Aids Patients Association
Happy December - Piyush Pandey
Happy December goes into cellphones! To listen to the ringtone, click here.
Results:
1. More than 1000 hits on an average were received during the running of the campaign.
2. The stickiness on the website, pageviews and site rankings increased steadily and within two months, Campaign India beat its nearest competitor in the online news media space. Click on the link to know more.
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