Social Media Case Study: Mahindra EarthMaster

Brand Name:

Mahindra EarthMaster

Agency Name:

PostBox Communications

Objectives:

• Brand-“Mahindra EarthMaster” ( backhoe loader ) was launched by Mahindra & Mahindra group to mark its entry into Construction Equipment Industry.
• TG of the brand was 30-45 year old, male spread across India. It was no surprise that this TG was spending a less of time online.
• Positioning of the brand was based on its Latest Technology and breakfree features.
• The challenge was to extend the positioning of the brand on online media and create buzz.
• Also look at social media to engage with the Youth TG.

Execution:

Social Networking Sites:

• Facebook
• YouTube Channel

Product Advertising

• Facebook Ads
• TG Oriented Sites
• Dedicated Construction Sites

Organic Ways:

• Brand Content delivery
• Generate Engagement

Results:

Facebook:

• Since 3rdMay 2012, we got 40,550+ fans –( Dated 31stOctober 2012) on Mahindra EarthMaster Facebook Fan page.
• These fans were a result of continuous product feature based content, contests with advertising and relevant engagement strategy.

YouTube:

• We created a YouTube channel for public viewing of Mahindra EarthMaster’s Introduction video along with few product Demo videos.
• We have also uploaded few Testimonies from the buyers of the EarthMaster , who are sharing their views about the equipment.