Cobby is Here: Case Solution submitted by Team SALTLAKERS from IIFT Kolkata
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SOCIAL MEDIA EXERCISE COBBY IS HERE Team SaltLakers Nakul Gupta Dhawal Lachhwani
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Cobby is Here: Case Solution submitted by Dhawal Lachhwani and Nakul Gupta from IIFT Kolkata The Case Study: Cobby symbolizes a Red Panda; Cobby is an animated cartoon character created by a small scale animation company called Dreamy Brush Pvt. Ltd. based out of Mumbai, India. While creating Cobby, the animators had the image of “Winnie the Pooh” in their minds, and they have this vision that one day Cobby will surpass “Pooh” in popularity amongst children and even adults. “Dreamy Brush” decided to publish 500 comic books named “Cobby is here!”, and distributed it to school going children and even college adults at a very nominal price. Though this activity gave the character some limelight, but it subsided with time as the company didn’t have access to ample budgets for promoting “Cobby”. Ritesh, the master animator and illustrator, who conceived “Cobby”, is planning to go to a start up conference where angel investors and big venture capitalists will be coming, and for a start up like “Dreamy Brush” this conference holds massive importance. Internally it was decided that Dreamy Brush will be pitching for funds for producing an animated cartoon series on mainstream channels, so that Cobby gets maximum exposure. Now Ritesh and his team have only 2 months before the conference date, and they have to do something which instantly catches everyone’s eye, so that Cobby becomes the buzzword. Brief description – Cobby Is Here! (The Cartoon Series) and Cobby (The Character) - Cobby speaks in the tone of a chipmunk, - Cobby prefers to stay alone but always lend a shoulder when others need his help, - In the cartoon series “Cobby Is Here!”, Cobby has been portrayed as a very intelligent and smart lad who is a detective by profession, - People always seek Cobby’s help when in trouble and even Police has fixed Cobby as their “Ray Of Hope” when they are not able to solve a particular case, - Cobby also has a assistant, whose name is Cherrie, and she is also a very cute red panda, - “Cobby” never asks for fees, once he solves the case, his only fees is a bunch of bamboo shoots The Assignment: Dreamy Brush wants to create online conversations around “Cobby” by engaging relevant people in order to create familiarity for the character. Dreamy Brush wants a marketing campaign which connects offline world with the online world, and the campaign should touch the emotional chord of the target audience.
Transcript of Cobby is Here: Case Solution submitted by Team SALTLAKERS from IIFT Kolkata
SOCIAL MEDIA EXERCISE
COBBY IS HERE
Team SaltLakersNakul Gupta
Dhawal Lachhwani
RESEARCH UNDERTAKEN• Research Undertaken would include study of
TG(audience in age group of 6-25) and their parents.– Study of Media consumption of Children of various
age groups– Study of Media consumption of parents of children
who watch or are interested in watching animation– Time when the children/parents access the media so
as to share the relevant content during those hours– Content children respond to- Puzzles, Questions,
Trivia or Memes– Income group of parents– Favourable language of communication
• Study of various Social Media influencers• Study of favourite current cartoons of children and
prevalent cartoon brands in the market
• Researching how people use social media to look for TV content
• Research how social media content influences what children watch on TV
• Research how many people use social media and TV simultaneously
ROLE OF SOCIAL MEDIA IN DETERMINING WHAT WE WATCH
RESEARCH UNDERTAKEN
• The strategy used for promotion will be an amalgamation of various social media channels viz. Facebook, Twitter and YouTube.
• Facebook – It is the most generic social media network i.e. the
network which our Target group uses the most
• Twitter– It is social media network most commonly used by
influencers i.e. influential people who affect our Target group’s TV watching behaviour
• YouTube– It is the biggest social media network for sharing videos.
The promotion strategy of Cobby includes several teaser videos which will be available on Youtube
VARIOUS CHANNELS INTEGRATED IN STRATEGY
FACEBOOK PAGE OF SCOOBY-DOOAmongst the more popular cartoons Scooby-Doo Facebook page has
11m likes
21% of high school kids use Facebook compared to 7% twitter high school users
11% of people who log on to Facebook are children between 13-17 which is huge compared to 4% of twitter
FACEBOOK v/s TWITTERThough Facebook and Twitter both have more than 100 million users, Facebook has a distinct edge in context of penetration amongst our target group
INFLUENCING THE INFLUENCERS• “Cobby is Here” has to be propagated through various social media channels. The various stakeholders will be
– Children-The Consumers– Parents-The Decision Makers– Influencers
#NEWSFLASH
Parents' TV time may be the biggest influence on kids' viewing habits
#CBSNEWS
INFLUENCERS-The major influencers which will affect your decision to view or not view a cartoon will be our friends.
But if famous characters such as Zach and Cody or Hannah Montana or Karan and Kabir, in India, advocate a cartoon, the children are sure to get influenced.
#NEWSFLASH
Children habits affected by all that the parents watch
#CBSNEWS
ENGAGING THE AUDIENCE
The engagement with people will be done over a period of 2 months in a 3-phase project
• Stage 1 - Who is Cobby??– Introduce Cobby to our viewers. Facts and Trivia
and much more
• Stage 2 - Hello Cobby– Sharing comic strips of Cobby on Social Media.
Follow the model of Calvin and Hobbes
• Stage 3 - Cobby is Here– Invite our target group to engage with Cobby
through various channels
Introductory Pictures of Cobby and his team. Sharing facts, trivia
about Cobby and much more
Sharing Cobby Comic Strips on Facebook, Twitter and
launching a pilot episode on YouTube
Stage 1 - Who is Cobby?? (0-20 days)• Setup a website dedicated to
Cobby within the first week• Start introducing the various
characters on social media website
• Post interesting facts and trivia about Cobby and the gang
Stage 2 – Hello Cobby (20-40 days)• Start a daily comic strip to be
posted on Facebook and twitter• Release small clips showing the
funny side of Cobby• Make the pilot episode of the
show available free on YouTube
Stage 3 – Cobby is Here (40-60 days)• Launch a competition inviting
entries for stories and characters only from kids
• Give one prize everyday to the best entry and a special prize at the end of the promotion period
• Start merchandise sales on e-tailing websites
PLAN OF ACTION
Likes, Shares, Comments and Views are the various metrics to measure the success of campaign on Facebook. These can be inorganically boosted using easily available paid methods.
SUCCESS MEASUREMENT METRICS -
SUCCESS MEASUREMENT METRICS -
Number of twitter followers is a direct indication of how successful you are on social media
Cobby will be considered successful if it makes it to the Trends page for the major cities in India
SUCCESS MEASUREMENT METRICS -
Number of Views and Likes is a clear indication of the popularity of a video. Our aim is to maximize this for Cobby
These are the recommendations that come up when somebody searches for the video on the left. Likewise Cobby should come up when people search for other cartoons
