Summary

With the aim of creating conversations around everything that is impacting the environment which needs to be spoken about, Revolt Motors started as a joint vision of introducing India’s first AI-enabled motorcycle. Our primary challenge was to establish a new electric automobile brand during this automotive slowdown.  Our strategy was to involve over 150 influencers from auto, tech and lifestyle domain, driving  the following conversations to build brand authority:

• Communication around EV awareness
• Conversations on World Environment Day
• Creating product-centric content during the soft launch
• Devised content with custom influencer codes to drive pre-bookings, called RV First Code
• Experiential and performance-driven content during the first test ride
• Product reviews to drive over 30% sales via Influencer Marketing 

Over a period of 4 months, we generated 50 YouTube videos by prominent advocates, over 13 million video views, 1 million engagement, 22 million reach and over 20,000 user-generated content. The Revolt website received 60% organic traffic through influencer-driven activities. 30% of the total sales was derived by the Influencer & content marketing activities, with more than 7% of sales tracked using Revolt Foundry custom codes. [embed]http://www.youtube.com/watch?v=nFgv0ZchGUM&feature=youtu.be[/embed]

Primary Challenge

The first challenge was to create brand awareness and change perception and stereotypes around electric vehicles and ultimately position Revolt as the first brand coming up with an electric motorcycle. All this was to be achieved through a comprehensive content marketing strategy.

Approach

The idea was to position Revolt as a driver bringing sustenance and advocacy of clean energy in the Indian automotive Industry. With a community of Key Opinion Leaders like Top YouTubers, Industry Enthusiasts, Bikers Community & Instagram Decision Drivers, we implemented a Content Marketing Strategy having an opportune mix of communication, timing, audience targeting, distribution channels (publications), amplification, seeding, and cross-promotions.

Execution

#JoinTheRevolt campaign started its journey from Delhi to create ripples across the digital universe. The core of the digital campaign execution strategy was real-time marketing, turning our content into liquid content & amplifying it over the Internet. The Execution of the campaign was done in 3 phases:

Pre-Launch

• Introducing the Problem: #WHYtheFuel Core agenda of this drive was to create content around the awareness of the alternative of fuel & the future of electric vehicles in India. For a week before World Environment Day, 100+ influencers posted their concerns around environmental issues with a shot of witty T-Shirt Slogans on social media like WHY THE FUEL, RIP FUEL, etc. Besides this, we seeded YouTube videos talking about ‘The future of Electric Vehicles in India’.
• Introducing the Solution: #JoinTheRevolt #JoinTheRevolt was the brand introducing the solution against #WhyTheFuel & aligning future landscape of electric motorcycle in India. It was established to make people aware of the brand and consider its motorcycle as a ‘Revolt’.
• Mega Unveil of RV400 To hit the right impact amidst the ongoing content generated, a Mega Unveil of the product was organised where the details of the product and brand were unveiled. The event was witnessed and captured by eminent Youtubers and Instagrammers and it helped in changing people’s perception and create a vocal awareness about the brand. The product was unveiled and the influencers created real-time content which was further amplified with queries from their audiences.
• RVFirst Code As part of the association, we created a closed group of Influencers called Revolt Foundry, since they were the advocates to talk about Revolt. To drive pre-booking of the motorcycle, a unique code was created for each influencer - the RVFirst Code. RVFirst Code was an affiliation program for the influencers as part of the gratification. Using these RVFirst Code, we drove more than 3000 pre-bookings in a months’ time.
• Mall Activations Further, to create relevant buzz and engage with the audience, various activities were conducted which included mall activations. A set up in the mall with the motorcycle was done to attract the customers. A public stunt was pulled off where one of our Foundry members wore a racing suit with helmet in the mall, creating curiosity among the people. Later that stunt was completed by the member sitting on the Revolt motorcycle with Revolt backdrop. This stunt went viral on social media and on-ground where it was taking place.

Launch

• To generate curiosity and keep the engagement going, the buzz was taken offline through an on-ground event. To provide the influencers with the look and feel of the motorcycle, a test ride was organised for 16 selected CAT-A Influencers where they would create experiential content about the motorcycle.
• The test ride was kept as a pre-planned content amplification idea, where the content created by the KOLs was kept under embargo. The content was accumulated to be disseminated at the time of the launch so that the conversation floating on the internet at the time was predominated by Revolt’s experiential content.
• Along with the pre-planned dissemination, the KOLs also created real-time content at the main launch event and engaged with their respective audiences with live coverage and real-time feature updates of the EV motorcycle. 
• The wait was finally over and the price was revealed which was kept as a curiosity builder for the consumers and motorcycle enthusiasts all around India. 
• To create a snowball effect and engage the audience even further, the launch of RV300 - another product along with the initial offering was launched on the same day and influencers started interacting with the content around this motorcycle - sharing specifications, their surprise over the unveil, and building the hype of the newly introduced product.
• After the successful launch at one of the hubs of automobile enthusiasts (Delhi), we created a framework and advocate community, so that the same effect and magnitude could be replicated to other cities when the product will be launched there (later done in Pune).

Post Launch 

• Booking links were shared with the consumers along with every content/communication shared across all social media platforms. 
• Major online reputation management was done by the team to clear each and every doubt the consumers had regarding features, price etc, thorough KOL’s and own social platforms. 
• The digital space was also taken offline with the showroom sales activity. Influencers drove the traffic from online bookings to the showroom by sharing pictures and clearing the air about an ongoing recession in the automobile industry.

Results

• 20000+ UG content created
• More than 5300 Content Pieces Generated
• 50+ dedicated videos with 13M+ views
• Almost 60% of organic traffic was from the influencers posts across platforms
• 2.44M overall website visits - 30% from influencer advocacy
• RVFirst page under the top 5 landing pages with more than 30,000 people engaging on the website 
• 30% of the total sales are from the activity with more than 7% via trackable UTM sources
• Google Search Keyword takeover: ‘EV Motorcycles’ and ‘Revolt Motorcycle’ were one of the most searched keywords during the launch. Users searching for and around ‘EV Motorcycle’ were greeted with the content for Revolt at the first page of search results

CHALLENGE

In its 20th year in India, Sodexo had to adopt a digital approach replacing the ubiquitous paper vouchers that the company used until now. It wasn't all easy for Sodexo, known for its iconic paper voucher, to make this digital leap, as they faced numerous large and small challenges. The campaign kicked off in early May 2017. After demonetization and RBI guidelines to discontinue vouchers by Dec-end, it was a task to rapidly change its imagery to a digital-first company among clients & consumers.

STRATEGY

Changing the perception and brand awareness of an offline-heavy brand with was a hefty task at hand. Pouncing on the digital bandwagon and efficiently shifting the strategy to ‘digital-first’ gave Sodexo the ammunition it needed. Our task was to reach out to relevant stakeholders from traffic-heavy publishing portals to HR organizations and subsequent partners. Content creation around offline associations with Zeta, Spar, Chai Point, Grofers, mSwipe, Innoviti and Premium Pass further reinforced Sodexo’s focus on developing excellent content. We strategically devised the content strategy & focused on the prominent platforms consumed by target audience (Chief Human Resources Officer, Employees). Sodexo initiated its campaign to create ripples across the digital universe. The core of digital campaign execution strategy was choosing the right platform, content types & communications, turning our content into liquid content & making it easily discoverable over the Internet. The recipe behind the perfect performance of this campaign lies in an exact and opportune mix of timing, audience targeting, distribution channels, amplification, seeding, and cross-promotion on multiple platforms. Content Velocity (CV) is what we wanted to achieve = (views + articles + conversations + impressions) / time. We also monitored and analyzed more than 20,000 stories and 500K+ tweets (in 5 months using Meltwater) and started amplifying the same on owned assets. We observed that Share of Voice (SOV) for Sodexo increased dramatically by 550% which shows the success of our amplification strategy. Key guidelines for executing the campaign:

• Associating with CAT-A digital publishing platforms across beats (Business, HR, Fintech, Technology, Start- up) to showcase Sodexo’s digital infrastructure and the new product portfolio in less amount of time.
• Driving awareness around shift in Sodexo’s erstwhile reputation of a paper voucher company to a digital-first organization through content delivery via key publications, portals & category influencers.
• Building thought leadership of key spokespeople in the digital ecosystem in line with the industry developments through guest columns and authored articles

EXECUTION

The core execution of digital publishing was on three pillars Creation, Curation & Distribution of content.

 

Challenge

In this era where everything is going digital and is easily accessible online, shopping is one perspective that has reformed the most. Be it garments, electronics, footwear or home products - anything and everything now has an existence on the web. With such an enormous market and contenders around, our test was not exclusively to spread the word about the #OMGSale by Citibank but also surpass numbers of its predecessor Online Mega Sale by Citi Bank both in terms of sales and social media engagement. Also to promote their 24 e-commerce partners and educate people about the various offers they have during the largest Cyber Sale in India.

Strategy

Online marketplace is a huge circuit and to be visible we had to crack something that will engage people to the campaign and will generate good buzz for the Sale. So, we decided to unroll the campaign into 2 phases.

Pre-Buzz Campaign

We planned to create buzz around the #OMGSale on Twitter and to make the hashtag trending to garner immediate attention from customers. We decide to create a Social Media handle for #OMGSale to give updates, interact and engage people. Getting in collaboration with 5 bloggers to talk about #OMGSale and host campaigns on their blogs to create awareness and for a unique giveaway, where users had to follow us on social media platforms and answer simple questions around Cyber Sale season. We put together a group of people as Social media jury to evaluate all entries and give prizes to them. Creating content for all our 24 e-commerce partners per their product and kind of brand communication they adhere too and collaboration with their social media teams to increase outreach. After the buzz idea was to strategically change the communication to “Shop Now”. Using Twitter, Instagram and Facebook to communicate with the audience and create a mandate of “Stop shopping because biggest Sale is around the corner”. Creating pre and post campaign QnA for all 24 e-commerce partners so that they can interact with their customers.

Execution

The Citi Bank #OMGSale started on 1st December and continued untill 5th December. For the first three days, we ran the activity from 9 AM to 6 PM promising to reward the 10 most interesting tweeters every 2 hours. Given that a winner could win again if they continued to participate with relevant answers. At the end of day, most interesting participant was awarded with a mega prize of 5000 from Yebhi decided by our jury. Several other events were being executed along-side. Our e-commerce partners also conduced campaigns on their social accounts to ask questions every day, whose winners were decided by the same jury and winners were declared next day. Rewards were also given to the most fascinating #OMGSale post on Instagram too. Another hashtag #ShopNow was used to engage mass audience into the lure of shopping online. Five tech bloggers (including Shoutmeloud, Gadgetstouse, Mobigyaan, Android Advices and TelecomTalk) were included to organize OMG giveaway, to give away 3 vouchers from Yebhi of Rs. 5000 each which helped to divert blogs dedicated audience to our Twitter handle and engage with them in activity going on.

Campaign Results

• 27,500 Tweets
• 1,100 contest entries
• 63 hours of national visibility on twitter
• 71% increase in average daily sales.

   

Challenge

India’s online travel and tourism is a growing market and expected to reach US$ 280.5 billion by 2026. Tourism is also a potentially large employment generator besides being a significant source of foreign exchange for the country. MakeMyTrip is one giant fish in that business domain. MakeMyTrip propelled two videos showcasing life at MMT and calling potential candidates for careers at MMT. Our main challenge was to generate a positive share of voice and do video amplification & engagement.

Strategy

The strategy was to start by creating a buzz on Twitter by getting in collaboration with influencers and using their account to spread awareness about the hashtags #ExperienceMMTCareer and #LifeofMMTtechie. We planned to target tech bloggers and tech enthusiasts by getting in association with Techprone. Promotion of video through Twitter by using the hashtags and video links and getting influencers to blog and engender responsiveness about it.

Execution

IN INFOGRAPHIC

• Brand owned Content promotion
• Association with Techprone and tech bloggers
• Content promoted on Twitter and facebook

Video was promoted on Twitter and Facebook by using MMT’s account and Techprone’s page which in turn engrossed lot of tech bloggers and tech enthusiast’s and buzz around #ExperienceMMTCareer and #LifeofMMTtechie was created.

Results

• 29Mn + impressions on Twitter
• Total engagement of 43,749 on YouTube
• 9600+ engagement on Twitter.

Both hashtags were trending on Twitter on almost all 5 days.

Challenge

The intention and endeavour behind this intervention were to spread the word about the goodness of organic, green tea. #TeaForTrump digital and content marketing activation focused on inviting users to send their requests to Donald Trump (@realDonaldTrump) directly so that he drinks the green tea and gets a fresh perspective in life. Amidst very real chances of Mr Donald Trump’s becoming one of the world’s most powerful man, he continued to elicit strong concerns around the world owing to his extreme views often bordering on sexism, racism and beyond. In a modern take of the Gandhian principle of peaceful persuasion, TE-A-ME Teas took a friendly approach to changing Trump for the better. After all, green tea has proved to fight against harmful free radicals and cleanse the mind and bodies, helping one to maintain a healthy balance The campaign kicked off on 14th July, four days before 2016 Republican National Convention on 19th July. It was a real challenge to start the campaign as there were very high chances to get lost in the clouds of conversations around Donald Trump.

Strategy

TE-A-ME teas delivered four years’ supply of green tea to Donald Trump. The special package was hand-delivered to Trump Tower, New York in a good-humored attempt to cleanse Trump’s system. We captured the excitement and anticipation in a video as New Yorkers cheered the two saree clad women who delivered the special #TeaForTrump. The campaign was conceived and weaved around the wheels of real-time content marketing. Real-time marketing for this campaign, owing to its nature, required preparation for the worst and best case scenarios. After a lot of pre-planning and brainstorming, we arrived at more than 20 scenes and created tactical plans to tackle each one of them. Unlike any traditional PR Firm or PR Agency, we followed our consulting framework and moved along with the same thought process throughout the campaign.

Key guidelines for executing #TeaForTrump

• Since we were dealing with a critical profile, we had to be ready for positive/negative scenarios in regards to online reputation management. Since the campaign was mainly routed through the medium of Twitter, we had to monitor tweets and responses from all over the world.
• A sound, yet flexible, media plan was put in place keeping in mind the target audiences. Since the campaign was around Mr. Trump, we wanted the US media to take note of our campaign
• A detailed content seeding framework was created along with the Integrated Channel Strategy
• The bold nature of this campaign made it ORM sensitive, no matter how much planning we did, there were surprising responses, thus, keeping a tab on conversations around @RealDonaldTrump was important.
• Various crisis situations were chalked out and accompanying crisis management strategies were set in place.

Execution of this content marketing campaign

Content Distribution

A good piece of content is the essential bedrock of any digital campaign, but it's not the end goal. The key to success is content reaching every potential prosumer. #TeaforTrump campaign started its journey from India to create the ripples across the digital universe. The core of digital campaign execution strategy was real-time marketing, turning our content into liquid content & making it easily discoverable over the Internet. The recipe behind the perfect performance of this campaign lies in an exact and opportune mix of timing, audience targeting, distribution channels, amplification, seeding, and cross promotion on multiple platforms Velocity is what we wanted to achieve = (views + articles + conversations + impressions) / time For the first 72 hours, a team of 11 members @armdigital were working day & night to capture & engage into the real-time emotions and reactions activated through #TeaForTrump & #DrinkTheTea across the globe. We also monitored & analysed more than 200K tweets (all across the world) and observed that Share of Voice (SOV) for TE-A-ME in Donald Trump conversations was very high during first 48hours of RTM which clearly indicated the success of our amplification strategy. ref: Planning behind Tea for Trump real time marketing campaign Given that we were dealing with two time zones simultaneously, once the video started being picked up, constant monitoring and ORM was at the base of our execution. Validation of the assumptions made in the pre-planning stage & modification for better results wherever deemed fit was the need of the hour. Real Time Marketing has many versions and we have our own proprietary way of looking at it. There is no one size fit all formula, for TE-A-ME our approach was lead by customized RTM Framework. RTM planning starts along with the conceptualization stage, there can be a lot of scenarios that can happen after you publish your content. A lot of pre-planning is involved, we brainstormed more than 20 scenarios and created tactical plans for each one of them. We followed that framework and moved along with them throughout the campaign.

Campaign Results

Below is the glimpse from the campaign which was monitored in more than 80 countries

Awards

• Most creative PR Stunt in South East Asia by Marketing Magazine in PR Awards 2017
• Viral Marketing campaign - India Digital Awards 2017
• Best Viral Marketing Campaign - Drivers of Digital Award - 2016
• Most innovative use of social media IPRCCA 2016
• Best Viral Marketing Campaign by Campaign in CIDCA 2017
• Best Content Marketing Strategy - FOXGLOVE 2017

Challenge

Diwali season is the most popular festive period in the country when brands keep no stone unturned to maximise sales. It comes in the last quarter of the year and is a look out for every player to end make the best out of that period. The market is flooded with products with different incentives like discounted rates, goodies etc. To build the momentum for the service across the digital and social platform was a hercules task. To project the sales offer in the best way and to establish consumer connect for a service of an offline brand in the online space. We started off with connecting the brand’s communication talk points to consumer passion points. We identified that consumers across market segments are driven by instant gratification, thanks to the digital invasion. Bajaj Finserv endeavored to bring about the same instant gratification in both the online and offline space. Thus, we decided to turn this Diwali into an #InstaDiwali with Bajaj Finserv    

Strategy

The strategy was to drive the live conversation with consumers through engaging campaigns/ content capturing the passion points of the TG.Diwali is the time when Indians shop heartily. It is the time when customers invest and indulge in small and big pampering which makes it the ‘festive period’ for brands. Riding on this Diwali celebrations, brands launch their products and services. Bajaj Finserv, India’s leading NBFC brand was no different. Bajaj Finserv launched India’s first EMI Finance App during Diwali; The company intended to drive awareness around the convenience, advantages & a range of products and partners that come with their Online EMI Finance. The brand also aimed to position itself as an industry pioneer in revolutionizing & digitizing offline finance through online only loans and Instant EMI Approvals. The campaigns aimed to create a powerful Word of Mouth and delightful experience stories to attract the targeted audience. We focused on making our communication our strength leading to organic trends and organic impressions.

Execution

The Bajaj Finserv #InstaFirstcampaign started on Friday, October 16th, 2015 and continued till November 11th, 2015, the holy festival of Diwali.

• #IndiasFirst : We ushered in the conversation by unveiling India’s first EMI Finance App by Bajaj Finserv through an engaging campaign #IndiasFirst with a throw-back to firsts that changed our lifestyle and evolved the respective industries. The campaign lead with non-brand conversations that focused on consumer interests and relativity with fillers that connected those interests to the brand.
• #InstaDiwaliParty : Once we had unveiled our star, India’s first EMI Finance app, it was time for celebration and hence #InstaDiwaliParty. Card parties, get-togethers, and fun with friends and family is an essential part of our Indian countdown to Diwali. Through this campaign, we attempted to link that fun element with Bajaj Finserv with a slight twist. Further, the campaign is driven from @UrbanLadder’s Twitter handle, one of Bajaj Finserv’s retail partner to tap into a different set of audience. In a party-hopping twist, we moved the campaign to Bajaj Finserv’s twitter handle. The communication strategy remained the same, leading with consumer interests and fillers with brand connect.
• #InstaDiwaliSwag : We spoke about parties, nostalgia and for our final #InstaDiwali Twitter campaign it was time to tap into this generation’s buzz word – ‘Swag.'
• #GharWaliInstaDiwali: Diwali is a festival that has been a staple in every Indian household. All of us have our fair share of fond memories, family traditions & smile-inducing anecdotes all bound by Diwali. Our third campaign touches upon that nostalgia of #GharWaliInstaDiwali.
• Hosted Campaigns: We also executed ten parallel hosted campaigns with top technology blogs to further enhance the awareness of the EMI Finance App along with securing endorsements and recommendation of influencers & while tapping a different set of audience at the same time. The hosted campaigns curated and crowd-sourced an #InstaDiwaliWishlist and drew more traffic to Bajaj Finserv’s social platforms at the same time. Each blog hosted campaign also served as a blog post elaborating on the EMI Finance App by Bajaj Finserv amplified by SEO. PR Amplification: The EMI Finance App launch was amplified and announced through media stories via Press Release, select media interactions, Press meet and use-case based listicles that enhanced positive sentiments and brand awareness.

The first leg of the campaign kickstarted with #InstaDiwali on twitter. The campaign was amplified with a mix of traditional PR tools and content marketing on social media. The communication was drafted to establish industry leadership of Bajaj Finserv as the pioneer in the digital revolution in the finance industry.

Results

• Enhanced Brand Recall
• Positive online sentiments
• Increased awareness of the EMI Finance App & app downloads
• Increased following on brand’s owned social platforms
• Consumer Engagement

The final feather in the #InstaDiwali hat though was added when ET Brand Equity recognized Bajaj Finserv as the most successful brand during the noisiest, most competitive and most crowded time on Indian social media, Diwali.

How Citibank took charge of the celebration of festivities in the digital world, laying foundations to the stage where it could showcase and differentiate itself with mouth watering offers on its Credit Cards, against the clutter of competition in 2013.

Client Name:

Citibank

Premise:

Diwali is one festival, which brings everyone together irrespective of our differences. While every year we wish our loved ones Happy, Citibank wanted to take the game one notch higher, one level up by making the festival of Diwali not just Happy, but a Happier Diwali. To achieve the objective of a Happier Diwali, Citi reached it’s potential customers with a 360 degree engagement with heavy focus on Social Media integrated to On Ground celebrations of Diwali. Since Diwali, traditionally is a festival associated with shopping, Citibank wanted to breakout from the clutter of competition and standout as the preferred Credit Card of the customers, by offering sweet deals. The objective was to position the brand on top of mind of the people and drive home a strong Word of Mouth with meticulous use of social media influencers. The HappierDiwali campaign started on Sunday, October 27th 2013 and went all the way up to November 2nd, 2013, one day before the holy festival of Diwali.

Stategy:

The strategy was to ride on high pitch conversation amplified by Social media influencers and create a strong Word of Mouth and delightful experience stories to attract the targeted audience. Pinning #HappierDiwali in the current trending topic on twitter for an extended period over five days was a key component too a strong brand recognition and recollection. The HappierDiwali campaign was born on October 27th, a Sunday in 2013. We went ahead with the hashtag #HappierDiwali as the primary hashtag for the activity and the aim was to use it in all the brand communication, plus magnify the same with the help of the influencers.

Aggregation of the HappierDiwali Moments:

A Micro site was designed which pulled the feeds automatically from the ten blogs where the giveaway was hosted, from all the Twitter mentions of #HappierDiwali as well as Vine and Youtube Videos. Not just this, all the Instagram entries too were bought at one place on the microsite making it one stop hub destination for all the #HappierDiwali Moments.

The Campaign Execution

To build up the buzz, and to involve the target audience which was the A-Class audience based on Citi’s brand positioning, we chose ten of the premier tech blogs of India to come together in a unique giveaway, where 3 blogs gave away a brand new iPhone 5s while the other seven promised an iPad Mini to it’s readers. This was at a time when iPhone 5s was not released in India either officially so the giveaway promise generated a viral buzz. All the bloggers took to their personal social media to leverage more engagement with specially designed banners and personalized status messages. While the activity on the blogs kept the buzz going, a parallel activity was run on Twitter where the followers of the @HappierDiwali account were encouraged to share their plans in the forms of tweets, images, creative vines etc on how they plan to make their Diwali a Happier Diwali. The members of the Social Verse were asked to share their Diwali moments from the past years or moments of preparation on Instagram with #HappierDiwali. Not just Twitter and Instagram, we used Vine as a platform to engage users and asked them to share their Diwali moments in the form of quick snappy 6 second interesting clips which were shared on twitter with #HappierDiwali. There was an iPhone 5s to be won for the most active and interesting Twitter participant, an iPhone 5s for the most active Instagrammer as well as an iPhone 5s for the participant with the most interesting Vine Videos.

Role of Influencers and On Ground Activity:

The USP of the campaign was a 360-degree model where the execution was not restricted to just Online activities. We took to three influential personalities of the social verse, Mr Harsh Aggarwal, Mr Himanshu Yadav and Mr Praval Singh and shot three feature videos thanks a unique partnership with Vijay Sales. The theme of the videos was around how CitiBank, with their easy EMI options this Diwali is making shopping easier than ever; While you may walk in to purchase a Macbook Air, you walked out with a Macbook Pro and a huge smile on your face. Since Diwali is all about bringing smile on the faces of your loved ones, that sentiment was perfectly captured in the videos. Owners of all the tech blogs where the giveaway was run also took to Vines to send a personalized message to their readers and encouraged them to participate. An activity on ground was conducted by Citi’s Offline partners which generated plenty of video snippets too with people wishing and telling their plans on how to make their loved one’s Diwali a HappierDiwali. All these videos were shot and edited and uploaded to the Happier Diwali Youtube Channel.

Award Winning Numbers:

The HappierDiwali campaign brought with it numbers that were unheard of. It was the first time in the blogging world of India where ten of the premier blogs were bought beneath one roof. Despite the competitive nature of the industry, the bloggers only were too glad to be a part of the unique campaign. The promise of the iPhone 5s much before the device was even released in India generated the buzz around the device that CitiBank wanted before pushing out their unique 10% Cashback offer on the iPhone 5s if you used a CitiBank Credit Card. The campaign generated more than 28.7 Million Impressions, all organically. More than 51,000 moments were shared on the Microsite and over 8000 shares of the campaigns were observed on Social Media. We received over 25,000 tweets with #HappierDiwali. Just about 15 days into the campaign, more than .2 Million Views of the videos were received. The Instagram and Twitter Account together saw more than 2.145 fans. The contest trended every day for 5 days sporadically on Twitter.