1920ER: Digital & Social Media Marketing

- Facebook - YouTube - Times of India - Hindustan Times - Rediff.com - SantaBanta.com - Bollywood Hungama
 Why 1920 Evil Returns?

W hy a
Horror Film?
 Why 1920 Evil Returns?

• It’s a Franchise
– 1920
– 1920 Evil Returns
– 1920 London

• No Star Power

• Niche Genre

• Product with a Short Life Cycle

 Quick Background

Who is ASA
Productions?
 Background

• ASA Productions & Enterprises is a fast-growing

entertainment company owned and managed by Director
Vikram Bhatt.

• Sequel to the first film - 1920 (2008), 1920 Evil Returns,

was released on Nov 2nd, 2012.

• This is the first instance when the production house

considered digital & social media for movie promotion.

• Campaign period - 45 days.

 Why Social Media?

Business
Objectives
 Campaign Objectives

• Primary objective was to create maximum video views for

theatrical trailer & other videos.

• Secondary objective was to ensure that official posters get

maximum attention & visibility.

• Last but not the least; to create social media presence & build
a community of horror genre fans. Engage audience
(especially those who loved the prequel) to spread a positive
word of mouth.
 Campaign Details

• Facebook Marketing: Since ASA Productions & Enterprises had no

social media presence, 3 fan pages were simultaneously created:
– ASA Productions & Enterprises Pvt. Ltd. (Company)
– 1920 Evil Returns (Movie)
– Mr. Vikram Bhatt (Celebrity)

• YouTube Channel: A brand channel on YouTube was created.

Theatrical trailer and other videos were uploaded and promoted.

• Google AdWords: Google search & display network was used to

place image and video ads to promote the movie.

• Online Advertising: We managed advertising campaign on Times of

India, Hindustan Times, Rediff.com, Bollywood Hungama &
SantaBanta.com
 Facebook Marketing

Facebook
 Execution: Facebook
• Facebook page was created; to grow its fan base IntelliAssist quickly
started promoting the page to targeted audience (age: 18 – 35 years,
Location: India, Interest: #Horror) with help of Facebook ads & sponsored
stories.

• Custom Apps like Exclusive Stills showcase and Top Fan dashboards were
used to enhance engagement. Active fans were recognized and rewarded;
this in turn motivated other fans to actively participate and contribute.

• A picture contest (based on audience voting) was announced to create buzz

and increase viral reach of the page.

• Content strategy revolved around announcements (news bytes, video

upload etc.), sharing movie stills and creation of interesting polls.

• Although considered harmful for a brand, several fan-created posters were

shared on the page; this helped in increasing the feeling of belongingness
and the community appreciated the same.
 Content Strategy

Story Breaking Connecting Army of

Telling the Ice Community Advocates

Tell a Story Ask a Question Content that Connect Create a Bond

Recognize Top Fans
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rf o T Performance by Post Types
Picture Contest Winner
Rao Aditya Singh
Fan Created Posters were Posted on Wall
 An Interesting Fact

• One fun picture was created exclusively for Facebook; this featured
entire team (cast and crew).

• It reached over 1,25,000 people on Facebook and spread virally to

several other websites.

• The poster received encouraging feedback; this was eventually used

in all print & outdoor media at the time of movie release.
An Interesting Fact
 Trafficking across Platforms
• Facebook promoted posts were used to promote YouTube videos.

• This trafficking strategy proved beneficial as two videos were meant for
adult audiences and YouTube paid advertisement was not possible for the
same.

• Facebook played a vital role in increasing video views for these videos.
 FACEBOOK
• More than 64,500
LIKES in about 35
days

• Helped in test
marketing new
creative for
movie poster. The
poster was later
used across print
and outdoor
media

• On one of the “A”

rated videos on
YouTube, where
advertising was
not possible,
Facebook
contributed over
2,000 video views
to kick-start
 Key Takeaways

• Facebook Post Timing: Late Evening Engagement

• Facebook Demographics: Age, Gender, Behavior

• Ad Delivery: Frequency and Opt-out

• Objectives Achieved:
– Strategic: Reputation Management, Community Building
– Tactical: Cross Platform Trafficking, Test marketing a Creative
 Twitter Marketing

Twitter
 YouTube Channel

YouTube
YouTube
• A New Channel created, built over 615 Subscribers and 1.6 million Video Views in 30 days

• Theatrical Trailer was trending for 2 days & received close to 1.3 million Views in a span of 15
days

• Without any advertising we managed about 1,00,000 Views for one of the music videos in 7
days
 sis
al y
n
tA
t i men Sentiment Analysis
n
Se
IMRB Data to Project Target Audience

80.2 million active internet users in India

72% of users, that is, 57.75 million use it for

social networking

Top 8 metros crowd is 35% of

above, that is, 20.21 million

6.09 million constitute

young men in the age
group of 21–35 years

0.609
million.
 Key Takeaways

• The social media campaign could be evaluated against

a target of 0.6 million.

• YouTube received 1.6 million views, thus reaching

more than 2.6 times the intended target population.

• The views were also more from males (76%) than

females, which was in sync with the target requirements.

• Total engagement on YouTube (2267 Likes + 216

Dislikes + 724 Comments + 2026 Shares + 219
Favorites Added) was around 5452, which was much
lesser than Facebook.

• Sentiment analysis
 Advertising Campaign

- Google AdWords -Times of India - Hindustan Times - Rediff.com - SantaBanta.com - Bollywood

Hungama

Advertising
 Budgets

PLATFORMS SPEND (INR)

Facebook 100,000/-
YouTube 100,000/-
Google AdWords 200,000/-
Bollywood Hungama 205,000/-
The Times Of India 100,000/-
Hindustan Times 95,000/-
Rediff.com 100,000/-
SantaBanta.com 50,000/-
TOTAL 950,000/-
 s
rce
o u
c S
af fi
Tr
 Display Advertising

Advertising
 YouTube Banner Ads
• Standard Banners –
300*250

• Promised Impressions
were 20,00,000 but we
Delivered 36,26,718

• Promised Clicks were

5,000 but we Delivered
9,374

YouTube Promoted Videos

• Promised Impressions were
40,00,000 but we Delivered
50,99,080

• Promised Clicks were 10,000 but

we Delivered 23,871
 Advertising
• Animated
Banner Ads,
Video Ads,
Page Push,
Expandable
Ads were
placed on
prominent
entertainment
sites, news
sites and
general
interest
portals

• The Ads were

eye-catching
and hard to be
missed

• An average
CTR of 0.02%
was recorded
on all sites
and portals
 Times of India

Gutter Banners – Total Play

Hours promised was 60 but we
delivered 72 hours

Bonus Innovation Run – On

2nd November’12 we managed
additional 24 hours on the TOI
Bollywood Home Page.

Times of India

Impressions Received –
14,67,765

Clicks Received – 12,842

 n al
xter
i c:E b
raff We
T
 Key Takeaways
• Huge drop-out from clicks on other portals to
views on YouTube
• Cost per view (CPV) was effective on Social
Platforms
• For News and GE websites, Click through Rate
(CTR) was low and hence Cost per Click (CPC)
was high and CPV was even higher
• Positive ROI?
– Social Platforms – INR 0.2 million
– News and GE websites – 0.75 million
 Calculating Return On
Investment (ROI)

Show me
Money
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 Social Data + Other Enterprise Data

• Calculating ROI is difficult for social media and

approximations have to be used.

• Regression can be used to find out the evidence

between Facebook engagement and box office
collections.

• Box office collections in India are generally provided

according to the territories.

• Regression was performed with Revenues as the

dependent variable and Facebook engagement as
independent variable.
 Key Observations

• Facebook Ad Manager: Frequency cap wasn’t working

as expected and hence was resulting in to wasted clicks.

• Every platform promoted ethical content only.

• Clicks reported by Times of India v/s Views reported by

Google Analytics.

• Twitter Influencer Reach.

 Top of Mind Questions

• Was the spending-mix (Exhibit 12) effective?

– Exhibit 9
– Exhibit 11

• Facebook: Number of page likes had increased from

65,000 at the end of the campaign to around 1,50,000 by
July 2013. Did we miss a majority of horror movie fans
during the campaign period? Had it been better if we had
created a franchise page (instead of a movie page).
• YouTube: Single Channel v/s Multiple Channels/ pages.
• Twitter: More active usage?
• Other Social Platforms: Pinterest and/ or Instagram?
Google+? Any other?
End of Session
The 6-Pack Band – Bajao Taali
 Red Label's 6-Pack Band
• Brooke Bond Red Label: A 100-plus year old chai brand from the house
of Hindustan Unilever

• Brooke Bond Red Label Consumer: Geeta from Gorakhpur and

Meenakshi from Madurai

• HUL's 'Content Day 2015': In June 2015, Hindustan Unilever organized

a structured event called 'Content Day' in Mumbai, which was,
essentially, a pitch for content creators/producers, who came in and
presented their ideas to the brand team.

– Objective: Leverage the burgeoning talent in the content space and find a
way to integrate HUL's brands into it.

– Big Idea: The idea to create a music band comprising members of the
transgender community for Red Label was pitched by Y Films

– Objections: Our target consumers is tier II and tier III; what if people start
perceiving this as a chai for eunuchs?
 Anticipated Objections

• What will this do to the brand?

• Will people perceive this as mockery?

• Will there be a backlash?

• What will society say?

• Will this appeal only to the SoBo-mentality type?

• Is it provocation for the sake of provocation?

 Red Label's 6-Pack Band

• Campaign Execution: Casting was a big challenge - hijras are

'invisible people'; they disappear suddenly.

– The six-month-long "hunt" for the band members across places like
Surat, Indore, Chandigarh, etc.

– Informal efforts - the team looked for the right faces at traffic signals, in
trains, in slums

– Structured efforts - talks with pro-LGBT NGOs (like Humsafar Trust) and
people who've worked on books and documentaries on this subject.

• First song: A spinoff of Pharrell Williams' hit number 'Because I'm

Happy'; a close contender was 'Imagine' by John Lennon. The
songs are about the day-to-day challenges faced by eunuchs in
India and how they smile through it all. BAJAO TAALI was central.
 Red Label's 6-Pack Band
• Campaign Execution: Launched on YouTube, music channels on TV
and radio, streaming music apps like Wynk, Hungama, Saavn & Gaana.
– Mobile operators - Vodafone & Airtel offered these songs as caller tunes.
– The band performed at Radio Mirchi Awards and Indian Music Awards.
– The campaign reached over 25 million people and, as per the official
Cannes Lions website, earned PR worth INR 100 Million ($ 1.5 million).

• Campaign Results: Collectively videos garnered over eight million views

on YouTube, with an organic viewership of over 25 per cent; the
industry benchmark is around 11 per cent.
– The video titled 'Ae Raju', featuring actor Hrithik Roshan, fetched 100 per
cent organic views.
– One of the songs trended on Saavn and organically landed up on Saavn's
masthead.
– Moreover, over 68 per cent of the consumers studied by the brand teams
associate these songs with Brooke Bond Red Label. For the video
titled 'Sab Rab De Bande', featuring Sonu Nigam, this number went up to
85 per cent.
 A Few Quotes

• "People might seek out and click on 'music', 'Sonu

Nigam' or 'transgender band'. So this is classic 'seek out
content'. And such content cannot be overtly branded.

• "The difference is between advertising and content.

Content is something that people seek out. No one is
ever going to go to YouTube and search for 'TVC of Red
Label', no matter how good it is.“, Shiva Krishnamurthy,
general manager, tea, marketing, HUL
The Sorcar Family - Practicing Magic since Centuries
 P. C. Sorcar Jr.

• P. C. Sorcar Jr. is an Indian magician based in Kolkata, West

Bengal, India.

• He is the second son of Indian magician P. C. Sorcar. He is of

the 8th generation. The family has literally kept the art of magic
shows alive in India and around the world.

• He holds a doctorate degree in applied psychology from the

University of Calcutta, and holds the record of being the
highest individual foreign exchange earner in entertainment.

• He is also the biggest critic ever of the famous Hindu 'godman'

Sathya Sai Baba, and exposed his tricks many times.
 Indrajal
• Sorcar's troupe, Indrajal, uses 48 tons of equipment, 75 artists,
dozens of settings, 12 jadoo girls, psychedelic laser lighting
systems, more than 400 brocade dresses, original music by his
own orchestra and more than 50 tricks of illusion.

• Continues from his father's legend: X-Ray Eyes, where he

solves mathematical equations, reads Shakespeare lines and
even sketches on the spot, blindfolded.

• Water of India, where a magic jug keeps replenishing itself

endlessly and by the end of the show, there's an entire bucket of
water filled through that little jug.

• A dangerous trick where Sorcar himself gets into a box and gets
cut in half, assisted by his wife Jayashree. Upon the cut, they
even remove any drapes or cover on the middle body, revealing
a complete cut between his upper body and lower body.
 Indrajal
• Sorcar makes use of light refraction to convey the impression
that large scale objects have vanished.

• On 8 November 2000, Sorcar "vanished" the Taj Mahal for two

minutes in Kachhpura in Agra.

• He also made the Victoria Memorial disappear on the 300th

anniversary of Calcutta.

• He vanished a train full of passengers before a large crowd at

Bardhaman Junction, West Bengal, India in 1992.

• Sorcar Jr has cycled at high speed blindfolded from Trafalgar

square in London and created a record.
 Business Challenges

• Magic is no longer a sought after entertainment.

• People no longer appreciate that magic is an ancient form

of art.

• Only music, dance and theater are considered art by gen Y.

• A lady magician is unheard of and acceptability is minimal.

• Internet is a huge opportunity; yet it is challenging when we

think of leveraging the same.
End of Session