Social Media Case Study: Mango Frooti V/S Slice Aamasutra

Agency Name:

Mindshift Interactive

Mango Frooti - About the Campaign:

• Frooti, a 27 years old Parle Agro sub-brand signed Shah Rukh Khan as it's Brand Ambassador
• This is it's (Frooti's) biggest celebrity endorsement campaign (after it's association with Siddharth Malhotra)
• Focus of the campaign - 'King of Bollywood' endorsing the 'King of Mango Drinks'
• Frooti's 'Social First' approach stands out

One Day later after Frooti launched it's campaign......

Slice Aamasutra launched their campaign with Katrina Kiaf #Pheeka pad jayega

Slice Aamasutra - About the Campaign:

• Campaign - Iske saamne sab kuch Pheeka pad jaega
• After showcasing a seductive side, it's time to witness the playful love triangle
• The twitter campaign highlighted on all things that were hot, but are now #Pheeka

Hits and Misses:

• Frooti emerged as a front runner, dominating Twitter and YouTube numbers
• Frooti managed to engage with Twitter Audience in three phases, keeping in mind the attention span of Twitterazi
• Frooti Tweet Volume was 76%, whereas Slice Twitter Volume was 24%
• Innovation, Celeb Power and Gratifiations worked in Frooti's favour
• Slice led the race on Facebook, with a higher increase in Fans and engagement ratio.
• Brand Ambassador's associations on Digital was missing ( especially SRK's presence wasn't leveraged)
• Facebook was given a Miss, only being used as a mediator to launch and spread awareness about the Campaign
• Slice did not leverage it's YouTube Channel, by sharing videos on Facebook directly.