Social Media Case Study: How Star Plus’ Survivor India Executed an Influencer Outreach

Brand Name:

Survivor India

Agency Name:

Mindshift Interactive

Execution:

Phase 1: Screening Party at Vie Lounge

• Invitation to Twitter Influencers and Prominent Bloggers
• 2 days for an outreach towards + 100 Followers

Phase 2: Maintenance Phase

Khichdi Party Coverage:

• Exclusive Coverage of the Khichdi Party was shared via Twitter
• Live Tweeting/ Pictures/ Quotes from contestants

Pre-Buzz Tweets:

• Countdown to the show
• Interesting Facts/Trivia about the show, Island, Contestants, Host and the International format were shared
• Started seeding #SurvivorIndia hashtag
• New Year – #ISurvived2011 by…
• RTs and Conversations with celebrities

Phase 3: Offline Integration – On Ground Event

• Buzz creation
• LIVE Digital Webcast
• Twitter Contests

Results:

Phase 1

• Over 18 Twitter Influencers at The Party
• +15 prominent entertainment and bollywood bloggers
• Survivor India and Star Plus Outreach +50K
• Blogger Outreach +25 Online Portals

@SurvivorIndia Handle was amongst the most popular one’s on the day of the event.

Phase 2 and Phase 3

• Reach -1.2 Million
• Phase 3 Webcasr – +10Lakh views
• More than 3.5 Lakh Views in a Week
• 172 Followers Increase in 5 Hours
• +50% Conversations garnered Positive Consumer Sentiments
• Engagement was at an all-time high

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