Exciting new media campaign to promote RJ Anjaan

With social networking being the flavor of the season, tools like Twitter, Linkedin, Facebook and YouTube are being seriously considered by brand managers and CXOs alike to reach out to existing and prospective customers. At PRHUB, we are building an expertise in this area with few pilot projects.

One of the pilot projects we took up and did decently well was an online campaign for well known RJ Anjaan who was participating in an international contest for 'the Best job in the world', conducted by the Queensland Tourism Department. Millions worldwide had applied for it and Anjaan was among the 50 candidates and the only other Indian to have been short-listed. He needed a large number of online votes to get through to the next round of the contest and our mandate was to make the online citizens from India aware of the same and then encourage them to vote for RJ Anjaan.

We took a multi-tool approach for the campaign which included among other things:

1. Scraps, walls and messages to reach out to relevant and young communities on popular networking sites like Orkut, Faceook , hi5, etc. We were able to quickly get some communities like the Bangalore one on Orkut to become highly interactive

2. We initiatied an email chain campaign inducing receivers to vote for an 'Indian' win the coveted title; this was sent to one friend to another to avoid it being chain or spam mail

3. An online awareness campaign by posting a 'Vote for Anjaan' message on a number of free posting sites. This also helped increase Google Search Engine Rankings for Anjaan.

4. Interviews with RJ Anjaan in popular portals such as Sify

5. Identified and reached out to select bloggers and twitters who had a large following to post and tweet respectively; we even encouraged retweeting for reminder and reiteration value

6. We created polls on LinkedIn asking people to vote whether Anjaan will be the Indian to win the content The effort led to in all 1800 votes for RJ Anjaan in flat 8 days and the campaign physically touched over 30000 netizens.

Keep glued into this space for more on pilot projects we are undertaking in the social media space.

Aaron Samuel

PRHUB