Marico Innovation FoundationA Social Media Marketing Case Study

Background

Marico Innovation Foundation was created in March 2003 under the stewardship of Dr. Ramesh Mashelkar

The Foundation’s Mission is to Fuel Innovation in India

Instituted the annual Innovation for India Awards in the year 2006

Objectives of the Campaign

Create awareness for Innovation for India Awards

Encourage entrepreneurs – business & social - to send in entries for the 2010 edition of the Awards

Share innovations of past winners and encourage other innovators to share their innovations through the Awards

Enhance overall online visibility for Marico Innovation Foundation

Our Plan

What did we do?

Where did we talk about it?

How did Influencer Engagement Help?

Influencers played a key role in the success of this campaign

Helped increase the credibility for the Foundation

Helped us reach out to the right audience through their circle of influence

Influencer Engagement

What did we do?

– Identified relevant influencers across various social media platforms including bloggers and community owners

– Engaged with them and informed them about the Awards

– Encouraged them to write about the Awards and the Foundation

Reached out to over 6500 people

And the Result…

Coverage on Blogs

Coverage on Blogs

Online Directory Listings

What did we do?

– Created social media releases on:• Marico Innovation Foundation Invites entries for

Innovation for India Awards 2010• Last date of submitting entries for Innovation for India

Awards 2010 extended to end of Oct 2009

– Identified relevant directories

– Published social media releases in over 25 online news sites

Coverage on News Sites

Coverage on News Sites

Videos

What did we do?

– Developed brief videos giving an overview of the Foundation and the Awards

– Provided details of participating in the Awards on the videos

– Shared the video on multiple video sharing sites like: • You Tube• Metacafe• Rediffishare• Daily Motion

Sharing clips on video sharing sites

What did we do?

– Initiated and participated in conversations in relevant Communities like:

• Young Entrepreneur (Orkut)• Innovation Everywhere (Orkut)• Innovation(Facebook)• Change India (Facebook)

Social Networking Sites

Reached out to over 80,000 people over 43 communities

And the Result…

Seeding on Social Networking sites

On ORKUT

Seeding on Social Networking sites On

FACEBOOK

Seeding on Social Networking sites

On FACEBOOK

What did we do?– Created and uploaded three exciting case studies of the past winners of

Innovation for India Awards:

Sharing Case studies on Document Sharing Sites

Received over 1300 views in just 2 months!

And the Result…

Slide share Channel: http://www.slideshare.net/innovationindia

/

Using Twitter for Innovation Awards

Twitter Handle: http://twitter.com/InnovationIndia/

Tweeting about the Awards!

People wrote to us

The Results

Results

Total contacts over 90,000

Dramatic Increase in number of hits to the site since the Social

Media Marketing Campaign kicked off in August 2009

Total no. of Hits received by MIF Websites!

285% Increase in number of unique visitors to the site since

August 2009

Total no. of Unique Visitors stopped over

Growth in avg. unique visitors for the MIF Website - 357%!

Avg. Unique Visitors

The increase in avg. page views is 342% after the SMM Campaign

was started in August, 2009

Avg. Hits received on the site

And most importantly…

Increase in no. of entries

Last year Foundation invested in ATL which garnered 206 entries.

This year, by leveraging social media alone, the Foundation saw a

75% increase in number of entries!

Thanks…www.windchimes.co.in