Facebook launched Facebook Offers early in 2012 for the United States of America and Canada. This took off very well with many Fand B brands which saw an increase in footfalls to their outlets after they started giving their digital audience Offers on beverages and desserts. Facebook anticipated launching Offers in all other countries as well if it went well in the Americas. Eventually by early April they introduced offers in India on a test level. The first few brands that saw these offers as a good business opportunity with their digital audience was The Irish House and The Mocha coffee shop chain. Both brands started Facebook offers in order to induce their digital audience into actual footfalls to the outlet. Facebook Offers is a simple 2 step process via which fans can enjoy discounts at their favorite restaurants or at their favorite brands. The offer gets posted like a status from the brand page and fans can claim it from the page. Upon claiming the page the fan gets an e- mail on his Facebook registered e- mail i.d which he shows to the host at the outlet and redeems his offer. Since fans do not need printouts and can show their emails on their smart phones it became easier for users to redeem these offers. The Irish house ran its offers for 3 days and received 30 claims, 15 likes and 5 shares. More and more brands are now secure about investing in Facebook as it is the only social media platform that is continuously growing and sustaining itself. Managing your online image is very important as more and more people are subscribing to Facebook to know what brands are offering. Keeping Facebook Offers in mind all brands need to rush and grab their digital audience before their competitors latch on to them. Foxymoron The digital agency which manages The Irish House and Mocha are very optimistic about starting offers for their brands before anyone else in the industry did. MrHarshilKaria partner at Foxymoron kept stressing at getting Facebook Offers activated for his brands as soon as possible this is what he had to say when we quizzed him about handling the first brands that started Facebook Offers in India “You snooze you lose.”Comments
Garnier Pure Active unveils the ‘Bust Blackheads’ Campaign
India, April 2, 2012
Skincare leader Garnier is in the process of unveiling the ‘Burst BlackHeads’ campaign on the Digital Properties of their brand Garnier Pure Active. This interactive campaign literally personifies ‘BlackHeads’ as characters and gets audiences and prospective consumers to ‘know’ these BlackHeads and thus understand not only their causes but also their characteristics via interactive storytelling.
The characters who have names like ‘Oily Omkar’, ‘Sticky Suzy’, ‘Don BlackHead’ and ‘Lil Don’, live interesting lives on the faces of every user and through they same, ensure that they drive home the point of the key causes of blackheads being oil, pollution and dust. The product plays a unique role in the story – it is the one in a BlackHead’s life that ‘Shall Not be Named’, the only thing that BlackHeads are all afraid of.
Digital has been used as a key medium to launch this campaign with Facebook being the central hub for the campaign and digital banners across sites like Facebook, YouTube, Yahoo, Indiatimes, In.com, the Google Network and other niche sites used to proliferate the message and generate visibility on Digital.
The campaign aims to generate a unique reach of over 20 Million for the BlackHeads campaign on Digital taking users through multiple interactive banners and messages that effectively communicate the product truth.
The key raison d’etre for the BlackHeads characters is to allow teenagers to create a ‘talking point’ around a traditionally unspoken about category on social media – i.e. pimples and blackheads.
The campaign has launched with a teaser, which currently has consumers guessing who these ‘characters’ really are.
The objective of the teasers is to create intrigue, generate a sense of likeability for the design but also communicate that these characters coming as actually ‘bad’ for you.
Meet the Blackheads:
After creating enough buzz amongst the audience the Facevillians are unveiled with names &characteristic to a blackheads personality.
The BlackHeads’ lives communicate key reasons for their formation and how they grow more menacing.
Below are a few samples of how this manifestation will come alive.
Commenting on the launch of the BlackHeads, Anuj Jain, Marketing Manager, Garnier Skin Naturals said: “Pimples and blackheads are usually a taboo subject to talk about openly for teenagers. To enable them to effectively understand and also discuss the causes of blackheads in an interesting and interactive format, we decided to pursue an interactive storytelling format with a strong and disruptive visual approach that catches the attention of teenagers.”
FoxyMoron, the Digital Creative and Media agency for the campaign has worked with the team at Garnier Pure Active to co create the characters and their various ‘lifestyles’.
HarshilKaria, Online Strategist at FoxyMoron said “The Black Heads is a unique concept that brings alive life on a user’s nose. Apart from being visually stimulating, the campaign focuses on core communication and has strong elements of education and zeroing in on the product truth, which is the essence of Garnier communication.”Comments
With the IPL on, it’s cricket time for all Indians which means high drama and entertainment. Indians have cricket in their DNA to the extent that they eat cricket, sleep cricket and breathe cricket. But now, in the digital era it’s also time to ‘Tweet cricket’.
FoxyMoron, a digital agency based in Mumbai, will handle social media for Rajasthan Royals. The company will use Facebook, Twitter and YouTube to design and build a digital platform for Rajasthan Royal fans across the world.
“We aim to build a loyal, long-term fan following for Rajasthan Royals using the power of digital media. Indians feel so passionately about cricket, it was about time this passion transcended online,” said HarshilKaria, Partner, FoxyMoron.
“If you notice, IPL is actively promoting Twitter on the TV screen, where one can see tweets highlighted. FoxyMoron’s digital strategy will aim to drive engagement and community participation amongst fans as well as create interest and excitement around the matches. In just a short time we have been able to increase the team’s Twitter following by 40 per cent,” he added.Comments
Rajasthan Royals has appointed FoxyMoron to handle their digital duties. The agency will look to utilise the power of Facebook, Twitter and YouTube to design and build a digital platform that will provide a network for Rajasthan Royal fans all over the world.
To know more, click hereComments
Facebook launched Facebook Offers early in 2012 for the United States of America and Canada. This took off very well with many F & B brands which saw an increase in footfalls to their outlets after they started giving their digital audience offers on beverages and desserts. Facebook anticipated launching Offers in all other countries as well if it went well in the Americas. Eventually by early April they introduced offers in India on a test level.
The first few brands that saw these offers as a good business opportunity with their digital audience were The Irish House and The Mocha coffee shop chain. Both brands started Facebook offers in order to induce their digital audience into actual footfalls to the outlet. Facebook Offers is a simple two step process via which fans can enjoy discounts at their favorite restaurants or at their favorite brands. The offer gets posted like a status from the brand page and fans can claim it from the page. Upon claiming the page the fan gets an e- mail on his Facebook registered e- mail id which he shows to the host at the outlet and redeems his offer. Since fans do not need printouts and can show their emails on their smart phones it became easier for users to redeem these offers.
To read more, Click here.Comments
An Agency Fit For the Royals
Indians have always been known to eat cricket, sleep cricket and breathecricket. But now in the digital era we also Tweet cricket. Spearheading cricket’s digital presence in India for the Rajasthan Royals is FoxyMoron, a digital agency based out of Mumbai.
FoxyMoron recently signed on inaugural IPL winners, The Rajasthan Royals.
The agency will utilize the power of Facebook, Twitter and YouTube to design and build a digital platform that will provide a network for Rajasthan Royal Fans all over the world
“We aim to build a loyal, long term fan following for the team using the power of digital media. Indians feel so passionately about cricket, it was about time this passion transcended online.” says HarshilKaria, Partner at FoxyMoron
FoxyMoron’s digital strategy will aim is to drive engagement and community participationamongst fans using the wide reach of Facebook. The company will also channelize the power of Twitter to drive conversation amongst fans as well as create interest and excitement around matches.
In just a short time the agency has been able to increase the teams Twitter following by 40%. They have also successfully trended twohashtags each time the team has played a match. This is indicative of a large amount of buzz and virility surrounding the team while they are in action.
Fans have also tuned into the teams YouTube channel which hosts exclusive behind the scenes content shot by an international crew that travels with the team.
“We really want people have an immersive experience. It’sall about creating a connect that will make fans feel strongly about the team. Cricket is already a passion amongst Indians, we aim to transform this passion into a loyalty, one that transcends reason.” says Karia.
The Royals are already creating a fair bit of excitement on the field,and now, they’re sure to create some serious Halla in the digital space as well.Comments
Mocha coffees and conversations exploring all digital avenues
Mocha, the cozy little coffee shop which opened its doors in the year 2001 with one outlet has now grown to 16 outlets pan India. A small scale idea which was given a personal touch keeping in mind the cities’ daily hustle and crowded atmosphere has grown into a coffee chain, yet unlike other coffee chains such as a Barista and Café Coffee Day, each and every Mocha has a personal touch to it whether in regard to the interiors or the offerings on the menu or the general ambience of the place. The owners of Mocha have now stood up and taken notice to the digital world before their competitors can jump on the bandwagon. Mocha is present on various social media websites such as Facebook, Twitter, Google+ and Youtube. The first Mocha Campaign on Facebook offered their fans a Complimentary Cappuccino every time a new fan liked the page with no fine print or strings attached. More than 1000 people have availed of this complimentary Cappuccino. This novel idea led to an increase in footfalls, which the brand certainly seemed to find delivering good RoI. Following suit, another brand,Oberoi mall offered fans a free soft serve every time they liked the Oberoi Mall page. Brands are starting to notice the value of social media and are acquiring fans even if it means giving away a Rs. 55 Cappuccino or a Rs. 7 soft serve.
Another social media campaign being run by Mocha which has gotten everybody to take notice is the Mocha Foursquare Campaign. Foursquare is big in the United States and is slowly making inroads in India. Foursquareis essentially an application which lets a user check into venues. Every time the user checks into a venue, he receives some kind of gratification – from Foursquare, it essentially means points. Optionally, the user can also receive rewards from the brand. Users can also see where their friend’s circles are and can join them there to avail of more discounts and to stay connected. Mocha kicked off their foursquare campaign on the 23rd of January. They offer 3 specials as of now.
The Newbie Special – In the Newbie special every user who checks in for the first time will receive a complimentary dessert of the week. These Desserts of the week include Mocha desserts such as Tiramisu, Vertigo, Strawberry Cheese cake, etc. This special is activated the first time a user checks into the venue.
The Check in Special – This special gets activated each time a person visits Mocha. The user can avail of this offer only once every day. He receives a complimentary cappuccino each time a user checks into Mocha. There are no strings attached to these offers and users can avail of them once each day but cannot club all the specials together.
The friends Special – this special gets activated when 3 or more friends check into the venue together. The friends receive a total discount of 10% on their total bill.
When you look at this exercise from the marketing viewpoint Mocha has garnered a lot of new eyeballs towards its venues. The Campaign received 734 views and 426 unlocks starting from the period Feb 4th 2012 till date. Taking into fact that an average person spends INR 300 at a Mocha venue on every visit 300 *426 = INR 1,27,800/- for all the unlocks their specials received. Mocha also receives an extra advantage with a lot of word of mouth publicity. Mocha’s target audience of young college going student’s area all tech savvy and know how to use the internet for their advantage.The digital agency that handles all Impresario properties “Foxymoron” which just recently won the social media campaign of the year award at the WAT awards initiated this Foursquare campaign on behalf of Mocha. HarshilKaria one of the partners had this to say “ We want to give all our brands maximum exposure and aim for Foxymoron to be a pioneering agency to leverage foursquare for the plethora of clients under its belt
Yogurt Bay, Diesel, the Bombay Store, etc are other brands that offer foursquare specials. Many brands are realizing the value of foursquare and other social platforms. It’s better late than never!
Mumbai, 9th March, 2011: FoxyMoron, a 3 year-old digital and social media agency in Mumbai was the talent behind the visually stunning new SulaFest website: http://www.sulafest.co.in/.
The website also uses a unique technology called Parallax technololgy, which essentially allows the viewer to see a multiscopic image without the use of 3D glasses.
Interestingly, this design-centric sideways-scrolling website has a day to night transition effect where the viewer sees the background change according to the particular event tab clicked and what time of the day that event is likely to happen. Also, notably, the entire website is hand-drawn and illustrated with a vibrant carnival like effect closely depicting the atmosphere at SulaFest.
The website has recently been nominated for the CSS Design awards as well as the Awwwards. The judges for the CSS design awards are university qualified designers with between 5 to 10 years of experience in graphic design, web design, and web development. The Awwwards has an international jury, made up of some of the most important designers, bloggers and Internet agencies.
The company comprises a bunch of 35 under 25 year olds. Foxymoron has been around for 3 years now and in that short period of time has established itself as one of India’s finest digital agencies, having worked on big accounts like Cadbury Group, L’Oreal India, Foster’s, Force India F1, High Street Phoenix, Cartoon Network & AXN to name just a few.
The company has 4 main verticals, but pride themselves on being able to handle all your needs. Their core service areas are Social Media, Web design & development, Print & identity design, Search Engine Optimization., but they also offer services like photography, videography, digital media buying, online reputation management & lots more.Comments
Digital and Social Media Agency, FoxyMoron’s viral route for a Maybelline product launch
Twitter hashtags and Facebook discussions were pre-launch buzz strategy for launch of Maybelline’s revolutionary new BB (Bright Benefit)cream
What will happen before women get ready? That was the simple question asked a few months ago with the hastag #BeforeWomenGetReady. Not surprisingly, the Twitterati found the phenomenon easily relatable and in a short span of time, the topic was trending at number 1 position globally and at number 2 position in India. Notably, the topic was also widely tweeted by some of India’s most influential Twitter users. All in all there were 1500 tweets reaching close to 500,000 people generating around 6 million impressions. Not only that, the topic became quite popular even beyond the world of Twitter. It was covered by bloggers, entertainment websites, and even written about by some publications in the media.
While the first stretch of the campaign urged men to share their take, the second part of the campaign saw women answering back to men by going ‘nude’. The reply to ‘WTF’ or “Women Take Forever” was ‘nude’ by the fairer sex.
For the second part of the campaign, the agency created a series of physical and online badges with edgy lines. Like ‘WTF you are screwed because I am nude’ or ‘You said WTF, I am going nude’. These quirky one-liners were promoted through posters, banners and badges. The physical version of the badges were then sent across to key Maybelline women fans comprising a community of over 500,0000 women on Facebook. These badges were delivered at their offices and homes. The digital versions were available online along with photo jackets with slogans.
This was soon followed by the important third part of the campaign that focused on consumer education. Through this part of the campaign, Maybelline wanted to educate its consumers about the BB or Bright Benefit Clear Glow Cream. They demonstrated the 8 distinct benefits and usage details of the revolutionary new BB cream through YouTube videos of AmbikaPillai, Chief Creative Makeup Artist at Maybelline India. The videos provided consumers tips on how to get a nude look with the help of the product.
According to HarshilKaria, Founder & Online Strategist, FoxyMoron,in the end, the message from girls was “Now that we have turned nude, we will never be late. So what started as generating excitement lead to education and finally a strong message.”
It is fair to say that FoxyMoron was successful in helping Maybelline sell over 75,000 units of its new BB cream in the first month alone by taking the non-traditional routeof using social media to create buzz around humourous and culturally relevant topics that complement the product.
Please find the links to our case studies below:Comments
- Our recent innovative/out-of-box twitter campaign for brands.
Please find attached writeup’s along with the links to the case studies for a few of our brands such as Foster’s ,Femina and Maybelline that trended in the last 2- 3 months.This will give you a better idea of the overall campaign.
2. Are brands now more receptive to the idea of using Twitter.
At this stage, as Digital becomes a more important piece of the brands overall marketing mix, managers too are looking forward to take Twitter more seriously.
As a medium, Twitter doesn’t compare with Facebook when it comes to reach and high volume engagement however, because of its ability to create high quality engagement with select influencers, it is of great value to brands.
eg. Brands such as Foster’s are using Twitter to influence comedians to sample their new beer and get favourablereviews which in turn leads to high value word of mouth if the beverage is well accepted.
Brands like Garnier are using Twitter to engage with high quality bloggers with a strong reputation to sample their products and engage with them to ensure quality reviews.
Thus with a single interaction, a brand is able to generate significant impact.
Regular twitter users tend to be more individualistic and have a great clout when it comes to the rest of the digital space – be it blogs or youtube channels and thus Twitter is a means to tapping a larger universe.
Certain brands do achieve scale on Twitter and you will see more and more brands being able to achieve scale going forward especially as Twitter opens up its Self Serve advertising platform to all brands sometime this year. Brands will thus be able to commit budgets to advertise on Twitter like they do on Facebook and gain followers as a result.
3. How does twitter score above Facebook in terms of brand campaign?
Twitter allows you to reach and influence the influencer. Its ability to allow a brand to personally connect with people who matter and then leverage that relationship for something bigger to create larger talking points and influence word of mouth and to some extent even mainstream media is its big advantage.
Another observations is that celebrities can be more tightly integrated into Twitter campaigns for brands especially given the fact that they use Twitter as their key social networking platform.
Push this out. You can pitch it for articles specifically talking about Twitter.
Let me know if you need anything more.Comments