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How Micromax generated 29.5 million impressions during the Christmas Week through Twitter

07/11/2014

 

Overview

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Micromax Mobile wanted to empower those who are active inhabitants of the online world to come forward and participate in a campaign for social cause by spreading the Christmas cheer to everybody at the same time.

The company launched a campaign on Twitter #CANGIFTHAPPINESS and with every tweet made using #CANGIFTHAPPINESS they donated Rs.1 to CRY, India! The campaign not only resulted into a great help for CRY but bestowed the mobile company with some great gifts like more impressions, more mentions, more followers and so on.

Objective

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• To allow and encourage Netizens to come forward and participate in a campaign for social cause by spreading the festive cheer to all at the same time.

Approach

• The mobile company launched a campaign #CANGIFTHAPPINESS on Twitter and asked people to use it in their tweets along with a wish in order to help them spread the happiness.

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• Rupee 1 was donated by Miramax for every Tweet around #CANGIFTHAPPINESS. The total number of tweets generated would be the amount of money being donated to CRY.

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Results

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• 11,600 people participated in the campaign
• The campaign generated 29.5 million impressions during the Christmas week
• 2,38,332 tweets were posted that made the donation amount to reach rupees, 4,69,664(INR)
• 2 lakh mentions were generated
• Even celebs and influencers joined in
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