OLX INDIA – ‘SELLnTELL’ CASE STUDY

#my2015OLXresolution CONTEST

Dec 27/14 – Jan 2/15

#my2015OLXresolution Contest – Strategic Thought

OLX wanted to engage with its users leading up to 2015. New year is a time for

resolutions and the brand wanted its audience to reflect on their plans and

beginnings afresh. To begin the new year well, OLX wanted to lend a helping hand

to its audience in making their resolutions for 2015 come true.

OLX asked:

“WHAT IS YOUR 2015 RESOLUTION AND HOW WILL YOU MAKE IT HAPPEN

WITH OLX?”

OLX SellnTell on Facebook is the flagship testimonial platform for the brand where its users

can share their positive experiences with other users. The app was launched in June 2014

with an extremely successful campaign where users were invited to share their selling

stories which were then converted into Bitstories. Several bumper & mega prizes were

given during the promotion by comedy group, East India Comedy. The Sell n Tell platform

will be curated as the OLX testimonial space going forward and has the potential to be

innovatively leveraged throughout the year for user engagement.

SellnTell – India’s Widest Testimonial Platform

Facebook App Bitstories Partners: East India

Comedy

The #my2015OLXresolution contest is the second successful promotion on the flagship

SellnTell platform. The contest helped OLX users fulfill their 2015 resolutions by sharing

their hopes and plans through the Sell N Tell FB app and cool, lighthearted comics were

created out of these resolutions. Innovative use of Bitstrips & memes for Facebook

promotion and encouraging participation was carried out. Email engagement also played an

important part in this campaign.

Execution Approach

Facebook App Customized Comic

Resolutions

Use of Memes

We asked India about their

resolutions for new year and

how they will achieve them

with OLX. This vox pop was

used to tease the contest and

make OLX users curious.

The contest featured

the flagship OLX Sell N

Tell Facebook app

where users could

submit their resolutions.

As a campaign value add,

customized avatars were made

available to OLX users for their FB

profile pictures for both men and

women.

Each story was converted

into a fun comic strip using

Bitstrips avatars and other

design aspects.

Daily prize winners were

announced through a

winner’s post that was

shared on FB and with

the winners.

Campaign Summary

Pre-Launch Vox Pop

We asked Indians across the country about their 2015 resolutions and

how they will achieve them in the coming year. This video was shared and

promoted through OLX social media channels to tease the

#my2015OLXresolution contest and build interest in audience

participation.

Video: OLX #my2015OLXresolution Vox Pop

SellnTell Facebook App

The existing Sell N Tell

app which is being poised

as the testimonial platform

for OLX customers was

given a makeover for the

#my2015OLXresolution

contest. The design was

spruced up and reflected

the new hashtag and

overall concept for the

engagement platform.

Users could submit their

resolutions within 200

words within the app.

SellnTell Facebook App

Our team of designers created comic strips featuring the resolutions

within a time frame of 20-30 minutes per comic. Each comic was shared

with its user through a unique link and they could vote, comment and

share the stories with their network.

#my2015OLXresolution Winners

Daily bumper prize winners were announced through their winning resolution comic in the

Winner’s Hall of Fame. They each received a voucher of 5000 INR which would help

them in achieving their resolutions and improve their 2015.

We created comics which were a quirky mashup of bitstrips avatars and

creative design that highlighted how users will fulfill their resolutions using OLX

and make their or others’ lives better.

500+ Unique Resolutions

Through voracious social media exposure especially on OLX Facebook fan

page, humorous use of Bitstrips avatars, and an overall focus on “new year,

new resolutions,” we encouraged OLXers to share their resolutions for 2015

and how they would make them happen with OLX.

Social Push

An emailer inviting participation in the #my2015OLXresolution contest was sent

out to the OLX user base and elicited a fantastic response.

Email Promotion

FUN RESOLUTION AVATARS

Users were given a chance

to change their profile pics

leading upto new year with

customized resolutions and

avatars. We picked some

popular resolutions among

men and women.

FACEBOOK

Total App participation : 1235

Valid entries : 509

Total Post Impressions: 25,41,085

Total Engaged users: 13,962

Total Post Reach: 8,99,984

Total Organic Post Reach: 2,40,336

PARTICIPATION METRICS

TWITTER PROMOTION

Contest 1:

#my2015OLXresolution

Total Tweets (including original tweets

inviting participation) – 372

RTs - 215

Favorites – 153

Contest 2:

#CelebNewYearResolutions

Total Tweets (including original tweets

inviting participation) - 1515

RTs - 616

Favorites - 309

PARTICIPATION METRICS

AVG ENGAGED USERS

0

1

2

3

4

5

6

7

8

0

500

1000

1500

2000

2500

3000

3500

#my2015OLXresolution Posts (Organic)

#my2015OLXresolution Posts (Promoted)

Winners (Day 1 - Day 7) FB Embedded Vox Pop Video

Avg Engaged Users Posts

Three posts were promoted on FB. The Youtube Vox Pop Video had highest

avg interaction. In organic posts, the FB embedded Vox Pop had max of 558

clicks followed by day 4 winner post featuring Surbhi Sharma.

AVG POST REACH

0

1

2

3

4

5

6

7

8

0

50000

100000

150000

200000

250000

#my2015OLXresolution Posts (Organic)

#my2015OLXresolution Posts (Promoted)

Winners (Day 1 - Day 7) FB Embedded Vox Pop Video

Average Post Reach Posts

Three posts were promoted on FB. The Youtube Vox Pop Video had highest

reach followed by two bitstrips promoted posts. In organic posts, the winners

posts saw highest reach esp Day 4 winner, Surbhi Sharma followed by

meme post featuring the philosoraptor.

Thank You!