Social Media Case Study: How Clarks India Targeted Urban Youth on Twitter

Brand Name

Clarks India

Agency Name

Jade Magnet

Objective

• Clarks India needed an out-of-the-box Twitter activation campaign. The campaign had to be organic as well as possess viral capabilities.
• The campaign was to be directed at a target group consisting of the 20-35 year old urban youth, and Twitter as a platform lends itself beautifully to this busy lot.
• For this campaign, it wouldn’t suffice to simply ask the audience to engage. The campaign needed to tickle their wit and challenge them at an intellectual level.

Execution

• Pre-campaign buzz through Facebook, Twitter and Mailers.
• Appropriate Hashtag was used to catch attention.
• Participation was encouraged by building audience contact and personalized responses.
• Winners were identified, the awards were announced and there was continued offline engagement.

Result

In 5 hours the result was :

• 281 Followers - 758 Brand Mentions
• 1,765 Hashtag mentions - Top Trend for 6 hours
• A Million Impressions - Incalculable Branding