Puma #love12 feat. Yuvraj Singh

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Report Duration: October 20 th - November 2nd

description

When Puma signed Yuvraj Singh as their brand ambassador, we came up with a unique way to communicate this. This is the story of the campaign that launched millions of Twitter impressions in just 15 days.

Transcript of Puma #love12 feat. Yuvraj Singh

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Report Duration: October 20th- November 2nd

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#LOVE12 is a Twitter tag that bridges the gap between YUVI + PUMA + Fans

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Phase 1: Intrigue

• Yuvi tweets about #tag Love12 and asks users guess why he #Love12

• Everyone started guessing what #Love12 was…even Kevin Pietersen tweeted

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Phase 1: Intrigue

• Even Kevin Pietersen joined the #Love12 gang

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Phase 2: Participation

• We asked people to tweet a picture about what #Love12 means to them.

• The best 12 entries were flown from across India to attend the #Love12 launch on November 1st and meet Yuvraj Singh.

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Phase 3: Launch

• A press event to announce Yuvraj Singh as the brand ambassador for PUMA

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No. of Tweets on #Love12 : 7.3 k Tweets Impressions (Total no. of people that have seen the a tweet with #Love12): 69.3 million impressions (1st Nov the impressions were 35 million) Reach (Total no. of people who have interacted and/or have interacted with the tweet via somebody they are following) : 2.0 million reach Total Contributors (People who have interacted via a tweet, RT, @mention etc with #Love12): 2.0 K

Analytic Report

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Analytic Report- Tweet Stats

The no. of @mentions signifies that the campaign has been a success with the masses online. General twitter users have

been the major contributors to #Love12

The Top 50 users have been general twitter who have

given us max reach

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Analytic Report- Impressions

Maximum impressions have come via @messages and original tweets.

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Pre- Event

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WHAT’S TRENDING?

#Love12 trending in India on Day 1 at the No. 1 spot

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WHAT’S TRENDING?

#Love12 trending in India on Day 3 at No. 2 spot

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During/Post- Announcement

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PUMA CONQUERS #LOVE12

PUMA trending at the No.1 spot in India

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PUMA Cricket trending at the No.1 spot in India for a while

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Highlights

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Tweets BY ESPNCricinfo giving an impression of total of

354 K

Tweets BY @MandyBedi giving an impression of total of

176 K

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Tweets BY @HoeZaay giving an impression of total of

89.1 K

Tweets BY @Sophie_Choudry giving an impression of total of

82.5 K

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Tweets BY @KenGhosh giving an impression of total of

53.7 K

Tweets BY @RannvijaySingha giving an impression of total of

58.0 K

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Conversation between @yuvsingh09 & @kevinpp24

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600 + Entries for the #Love12 contest

.

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From the Top 20 users with maximum impressions, 12 have been general users.

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#Love12 Press Launch

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And the #Love12 fun continues….

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