Mango Frooti V/S Slice Aamasutra [Report]

Mango Frooti Vs Slice Aamsutra

Social Media Campaign ReviewPowered by: MindShift Interactive

Powered by MindShift Interactive

What happens when two biggies launch their summer campaign in the same week with too many similarities?

Find out in our exclusive review right here!

Find out who rules on Social Media with a detailed review from MindShift Metrics!


(76%)

(24%)

About the campaign - #SRKLovesFrooti

•Frooti, a 27 years old Parle Agro sub-brand signed Shah Rukh Khan as it’s Brand Ambassador

• This is it’s (Frooti’s) biggest celebrity endorsement campaign (after it’s association with Siddharth Malhotra)

•Focus of the campaign - ‘King of Bollywood’ endorsing the ‘King of Mango Drinks’

•Frooti’s ‘Social First’ approach stands out


Campaign Flow


March 5 – Frooti launches it’s #SRKLovesFrooti Campaign

and reveal their association with Shah Rukh Khan!

More than 11,000 Tweets on Day 1 and trending in India!

More than 11,000 Tweets on Day 1 and trending in India!


Over 2.7 Million Outreach within three days

Over 2.7 Million Outreach within three days

March 6 – When Shah Rukh tempted everyone on the field….

Phase 2 of the Twitter Campaign began with an interesting sync with the TVC

Tweeps had to share their interpretation of the Video Lyrics

No. of Tweets – With 8610 Tweets, the excitement still continued


Frooti Ad 2013: Shah Rukh Khan

• Published on March 5,

• SRK Ad Views – 1,84,269

• 3 Videos have been shared on the YouTube Channel

• 2,19,678 Views on their latest campaign in 7 Days



Tweets on #SRKLovesFrooti

Total Outreach: 27,98,620

Over 2.7 Million Campaign Outreach via 29k TweetsOver 2.7 Million Campaign Outreach via 29k Tweets

More than 60% Tweets from Mumbai, Delhi and New Delhi

One day later after Frooti launched it’s campaign…..


March 6 - Slice Aamsutra launched their campaign with Katrina Kaif #Pheeka Padh Jayega

Slice opts to stick with their campaign tag line and engage users with their innovative campaign activity


Over 1.7 Million Outreach within three daysOver 1.7 Million Outreach within three days

•Campaign - Iske saamne sab kuch Pheeka pad jaega

•After showcasing a seductive side, it’s time to witness the playful love triangle

•The twitter campaign highlighted on all things that were hot, but are now #Pheeka


About the campaign

Campaign Flow


Tweets on #Pheeka


Total Outreach: 17,97,405

More than 50% Tweets from Mumbai, Bangalore and Delhi

• Launch with a Teaseron March 6, 2013

• Two Videos with over 1393 Views on both of them

• Facebook Video Stats are unavailable


Slice Aamsutra – TVC on YouTube

Social Media Review – MindShift Scorecard ©

Frooti or Slice?

Who leads the Social Media Race?

Read ahead…


MindShift Scorecard ©Sr. No Particulars Frooti Slice

******* Brand Ambassadors Shah Rukh Khan

Katrina Kaif

1. Facebook Fans 5,63,699* 2,33,423

2. Fans Increase (Since March 5, 2013) 23,570 29,759*

3. Talking About Us 24,101* 14,534

4. Engagement Ratio 4.28% 6.22%*

5. Twitter Followers 1390 1628*

6. Increase in Twitter Followers (Since March 5, 2013)

218* 129

7. Twitter Hash Tag Popularity 29,024* 9341

8. Outreach Via Twitter Handle 2.7 Million* 1.7 Million

9. YouTube Views 2,19,678* 1393

10. Press Articles 60* 24

MindShift Scorecard © 7/10 3/10* Refers to leading in that social media aspect Powered by MindShift Interactive

Sentiment Analysis Vs Conversation Volume


Sentiment Analysis - Tweets

Frooti Slice

Influencers for Frooti

Helped increase the outreach as the follower reach of these Influencers was 8 Lakh+ Powered by MindShift Interactive

Influencers for Slice

Low Influencer Outreach as compared to Frooti

News & Blog Articles


SRK’s

association

with Frooti

made News,

leading to a

larger chunk of

Press Releases

SRK’s

association

with Frooti

made News,

leading to a

larger chunk of

Press Releases

Hits & Misses• Frooti emerged as a front runner,

dominating Twitter & YouTube numbers

• Frooti managed to engage with Twitter Audience in three Phases, keeping in mind the attention span of Twitterazi

• Frooti Tweet Volume was 76%, whereas Slice Twitter Volume was 24%

• Innovation, Celeb Power & Gratifications worked in Frooti’s favour

• Slice led the race on Facebook, with a higher increase in fans and engagement ratio

• Brand Ambassador’s associations on Digital was missing (especially SRK’s presence wasn’t leveraged)

• Facebook was given a Miss, only being used as a mediator to launch and spread awareness about the campaign

• Slice did not leverage it’s YouTube Channel, by sharing videos on Facebook directly


Insights• Twitter is the ‘NEW’ destination for brands to launch their

campaigns

• A brand needs to be ‘UNPREDICTABLE’ on Twitter (Frooti revealed it’s campaign in three phases, keeping the ‘ELEMENT OF SURPRISE’ intact)

• Influencers HELP – So don’t hesitate to rope in a few who’d LOVE to associate with your brand

• GIFTS Always WORK

• Have FUN and Keep Tweeting!Powered by MindShift Interactive

Yet, the #Magicof @Frooti continues… March 8 – 11, 2013 (Ongoing)


& Counting for #Magicof….

Research Methodology• Data as of March 11, 2013 has been taken into consideration for

this campaign analysis

• MindShift Metrics – A tool by MindShift Interactive has been used to track data across the web

• Analysis & Insights are based on the stats shared in the presentation

• Data Collection is restricted on the choice of keywords and platforms and hence may vary at times


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Mango Frooti V/S Slice Aamasutra [Report]

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