Charity: water is a charity started by Scott Harrison that provides clean water to save lives in poor countries. Charity: water has successfully raised $10 million (most of that last year alone) from 50,000 individual donors, thereby providing clean water to nearly one million people in Africa and Asia.
Here’s how Charity: water is using Social Media to be more effective
- Creating Relationships: Charity: water (CW) is using social media tools like Facebook, Twitter and Tumblr to connect with people who share the same concerns as them. CW also adds value by sharing relevant information and content with their friends/followers in these social platforms. Relationships are the key currency for nonprofits and social media is a great way to build and maintain good relationships.
(Charity: water on Facebook)
With social media it’s also relatively easy to ask people for small contributions or motivate them to volunteer for a task or just spread the word by say putting a badge on their blog.
(Charity: water on Twitter)
2. Maintaining Transparency: For nonprofits to scale beyond a level, transparency is very important and to some extent the rate of their growth also depends on how transparent they are. In this sense too, social media and nonprofits are made for each other. Charity: water shows donors the specific impact of their contributions. They post photos and G.P.S. coordinates so that donors can look up their (Charity: water grants naming rights to wells) wells on Google Earth. Come September and they will have a new web site that will match even the smallest donation to a particular project that can be tracked online.
3. Experimenting with new things:
During Twestival (meetup for twitter users in twitter lingo), charity: water raised $250,000 this spring.
- Viral video campaigns by charity: water are also a hit among its supporters and play a significant role in motivating people to contribute.
4. High Stakeholder Involvement:
When was the last time you were asked to by a charity to engage in conversation?
But that’s not the case with Charity: water, during Twestival CW invied donors to get involved by
- Watching four daily short videos of the drilling as charity: water goes from village to village drilling wells.
- Following the drilling updates via twitter.
- Asking questions of the local drilling team via email or twitter. Also, The local charity: water drill team answers the top five questions on video
I’d like to end this case study by quoting ”communityorganizer20.com”
Charity: water is giving its donors exactly what they want: success stories, videos of the impact of donations, and information about financial accountability.
If you know of something else that Charity: water or some other nonprofit is doing to leverage social media, share with us
July 26, 2009 6 Comments
It’s been quite some time since I wrote marketing case studies on
and it just occurred to me to make the pdfs of all these case studies available as a compressed version, hence this post
Click Here to download the rar file containing pdfs of all the four case studies.
July 22, 2009 2 Comments
The posts I wrote on Ghajini and Dev D’s marketing strategies have been one of the most all time popular posts on my blog, so much that they also rank really well in Google Search for keyphrases like “marketing ghajini”, “dev d marketing” etc. While I thoroughly enjoyed researching for them and writing them I wanted more and more film buffs and marketers to read about them and appreciate what was done and understand what more can be done when marketing feature films.
To make the case studies easily available and shareable I’ve converted them into PDF format. You can download them from the links given below
April 16, 2009 3 Comments
January and February of this year are particularly important months for Bollywood. With lots of big budget films like “Chandni Chowk to China”, “Delhi 6″, “Dev D” and “Billu Barber” hitting the screen, there’s going to be a lot of competition to seek people’s attention and get noticed. The marketing teams behind each film would try everything they can to spread the buzz and build a sense of urgency to watch the film. Lets see how folks behind “Dev D” are going about marketing.
Before you go any further, pick up your phone and dial 022-61424800. Just dial it for yourself and see what it is, trust me, it will be worth the call charges(if you are dialing from India)
Welcome. To proceed, please certify that you are above 18 by pressing one.
On pressing one, you are greeted by a husky voice that says
“If you want me in English today, press one. Agar hindi mein chahiye toh do dabaiye.”
Though what happens on pressing the next digit maybe disappointing for most callers as instead of talking(or hearing) anything naughty, all they get to hear is “to get an autographed cd of the film visit the website devdthefilm.com” or “to get a movie poster visit the website devdthefilm.com” , it’s a brilliant example of something that has never been tried before. If the lustline ever worked the way it was said to work it’s great but even if it never really worked that way it opens a whole new world of interactive marketing. The possibilities of using phone and sms lines for involving masses are immense and hopefully, we would soon be seeing more being done on these lines.
You have to certify that you are above 18 to view the site, interesting.
The lustline is also available on film’s website, where again you need to certify that you are above 18 by and select a language to get going. Though I couldn’t really get past this stage all thanks to the awfully slow site. I still don’t get why all the film websites are made in flash, other than poor SEO they all take ages to load, spoiling the whole experience but alas no one really takes note of what people are saying about these things online( see month old rants here).
Though only a few sections are working, the all red site looks intriguing just like its trailers. I liked the community links section and the fact that it has links to 10 external web properties but the site could have been a lot better and engaging(engagement is almost zero).
I am not really a TV person, so I rely on the web for updates on what’s new on the idiot box but if you are not like me chances are that must have come across
This song was uploaded on YouTube under the official UTVMotionPictures channel three weeks back and has got about 25,000 views while the official trailer uploaded two months back has been seen more than 59,000 times and has got about 117 comments, not bad at all.Not only this, UTV folks have been regularly uploading a minute long videos of the film songs every 7-10 days with the last one uploaded yesterday. Since the movie contains 18 songs, they can easily upload 10 songs without worrying too much. These videos have got almost 1,00,000 hits in total.
The films music is also available via streaming at BollywoodHungama. Anyone who listens to the songs of the film will definitely talk about it and thus spread the word. Some like me, may decide to buy the audio cd too. These songs have been listened more than 25,000 times already.
After reading this nicely written piece on passionforcinema I tuned to MTV and as mentioned their tickr is full of “atyachar”. What happens if you are pretending to be working in office when you are actually playing games ? Professional atyachaar etc etc. It’s another nice way to spread the word(like I just did). There are film promos playing every 5 minutes across the news channels, even if you want you cannot miss them.
An active official group with 920 members as of now, 7 videos, 86 stills from the film. The good thing about the group is that it’s regularly updated and admins are also participating in it.
An active fan page which is also heavy on content. The film has 686 fans already.
There’s also an event about Dev D’s tattoo launch. This is an interesting way of involving online audience into offline activities.
Translate the lyrics contest: There’s also a contest to translate emosanal atyachar into English & get an autographed CD
Things definitely seem to be in the right direction as far as facebook is concerned.
Other social networks(Fishing where the fish are):
Not on facebook but want to join the film group, no problem. The film has official groups/communities on orkut (176 members), perfspot (137 members), hi5 (30 members), fropper (26 members),
bigadda (16 members) and goyaar (10 members).
It’s worth mentioning that despite the size of the group/community the information and content is same across all these groups and apparently there are profiles of some of the cast and team members also on most of the platforms covered.
passionforcinema is the biggest platform for Hindi film buffs and lots of experts in the field blog there. Anurag being an active blogger at PFC has written a lot of the film and engaged with his readers. There are lots of other posts written by other folks about the film.These posts must have easily got more than 10,000 views. There’s also a deleted scene video from the film exclusively for PFC which is certainly a great idea.
Nothing works better for making noise than a planned or accidental controversy. Dev D also has its share of controversy in the claims the film has reignited the infamous DPS mms scandal.
Not sure if it’s the right category but if news sources are to be believed there are plans to launch
“Dev D Condoms”. If they pull of this one, it will be an historic(not necessarily successful) tactic, which will create a lot of buzz and be a remarkable event in marketing of bollywood films.
The marketing strategy for the film includes both offline and online activities, while Ghajini’s online marketing was more focused on stand alone sites, it’s focused more on social networks in the case of Dev D and apparently it has got to do with the fact that the producer of the film is UTVSpotboy. Apparently, they have a platform and a methodology which is used to promote their films. Given the rate at which buzz is spreading for the film and the fact that its release is about three weeks away chances are it will see a grand opening. Lets see if they come up with something else till the release date and how the movie performs.
Update: You can also download the case study in pdf format here
January 18, 2009 4 Comments
Aamir Khan as most of us as Bollywood Fans know is not only a brilliant actor but also an intelligent marketer. In times like these when the success of a film hugely depends on the business it does in the first two weeks the marketing genius leaves no stone unturned to spread the word for his films and create a sense of rush among his fans to watch the film asap. Ghajini is the latest offering from Aamir’s stable and needless to say he’s all over the place promoting it and pulling off acts that’ll put most marketers to shame.
Also what’s noteworthy is the fact that Internet Marketing for Ghajini has been a very significant chunk of the overall marketing strategy. Hungama is the brain behind the Internet Marketing for Ghajini.
In this post lets try to find out various tactics that went into marketing Ghajini and how they were executed.
1) The Look(Online & Offline):
Think Ghajini, Think Aamir khan’s new and conspicuous hair cut and all those tattoos. That hair cut is the latest rage in country. Huge and never thought of before efforts have been made to imprint his hairdo into audience’s mind.
a) Aamir’s blog carries a full screen sized picture as on the film posters.
b) Two of the three websites related to the film also have a big bare chested picture of his on their homepage to reaffirm the associations ( http://www.wallofsuspects.com/ and http://www.rememberghajini.com/ )
1) First and Foremost Aamir Khan still has the same haircut.
2) Aamir and his producers tied up with leading multiplexes(PVR, BIG, Cinemax) across the country to give all the ushers, ticket-sellers the distinctive “Buzz-cut” that Aamir sports in the film.
3)Aamir personally gave the ‘buzz cut’ — the hairstyle the actor sports in Ghajini to his fans in Delhi
2) Getting fans Involved(Online):
Aamir & co have got another important bit right i.e “Interactive promotion”. Rather than doing one way communication/broadcast through the film site or simply sharing content they’ve involved his fans in the film’s promotion.
wallofsuspects: A supporting viral website for the film aims to replicate a similar concept from the film. To checkout the wallofsuspects one needs to have a code which can be obtained by uploading your or your friends images. One can also provide their mobile number which can be used to intimate if they win some prize.
findghajini : Another viral website built around the film. It’s a viral gaming application where the users can play the role of Aamir’s character in the film and try to find Ghajini through the clues provided.
3D PC Games: 25th Dec will see the release of the film and also India’s first 3D PC Game built around a movie. This is the first time there will be a complete game built around a movie. Lots of people are looking forward to it, lets see how this one goes. Here’s the video for the making of this game.
3) Getting Media Involved(Online):
Now that he’s got his fans involved what’s left ? Yes, The Media. Aamir & co have tried to engage media persons and add a level of personal touch to the whole affair. http://www.rememberghajini.com/media/
is the place where media people can upload their pictures to which Aamir can add notes based on their previous interaction(s) with him. This repository will help him in remembering those media people more vividely and the those who register will in turn get information kit on Ghajini along with Aamir’s personal note about them.
As reported in one of the comments here Ghajini’s marketing team shared movie stills with their site so that they could be used for promotion.
4) Maintain Suspense and Throw Hooks(Online):
Unlike other film sites the sites for Ghajini are not focusing much on the synopsis of the film or the main plot(Which is out in open) they are instead focused on certain events of the film(finding the killers etc) and are leveraging them. In addition to this there are some hooks which are meant to form certain associations and build mind maps. Extending the theme from film after every 15 minutes the user gets redirected(forget everything) to the home page no matter what page they were at. Remembering the date(Remember Dec 25) on which the film will be released is another one, quite prominent and common through the sites.
The idea for this post started when while starting my Tata Sky I saw a Tata Sky ad featuring Aamir n Gul Panag. I mistook Gul Panag for the new actress and thought that its a great way to promote the film. Every time Tata Sky starts the viewers get to see the new ad, awesome. While Gul Panag maybe not be related to Ghajini’s Asin but as per the developments here starting tomorrow all the Tata Sky viewers should be seeing this new ad with Asin opposite Aamir khan.
Tata Sky also has a contest specifically for the film and has chosen Asin as their new brand ambassador. Not only this there’s a splurge of videos about making of Aamir’s body for the film. First time I saw the footage taken though out the course of his body building on Tata Sky and later it was all over the news channels. Giving people more and more reasons to talk about the film I say.
Van Heusen has launched a similarly-named collection for today’s uber-confident young men that is inspired by the movie. Van Heusen to promote the new range also organized a fashion show in which models sported Khan’s clothing style from the film, but also his hairstyle.
Then there’s “Tata Indicom‘s outbound dialer service with Khan’s pre-recorded voice. In this a Tata Indicom service user will get a call in Khan’s voice, asking the caller whether he is Ghajini and will tell the caller that the film is releasing on 25 December. Tata Indicom plans to reach out to 10 million customers with these outbound dialer calls. Tata Indicom is also advertising on TV for mobile downloads of Ghajini songs.” – businessofcinema.com
Samsung will be launching special Ghajini edition of models L700 and M200 of its mobile phones of L700 and M200 models. These handsets will be pre-loaded with ringtones, pictures and songs from Ghajini. Ghajini is the first Indian film to release a handset as part of the film’s content.
Aamir has also tied-up with some leading sculptors who are creating replicas of Khan’s Ghajini look. These sculptures would be installed at various multiplexes in the country.
The first phase of Ghajini’s marketing life cycle has been quite active and promising lets see how the second phase of Ghajini’s marketing life cycle fares. Made with a budget of around 50 Crore and with marketing expenses of about 14 Crore Ghajini doesn’t really need a long run to pull things off monetarily.
Irrespective of how the film fares it sure has some important lessons for all of us.
You can also download the case study in pdf format here
December 25, 2008 10 Comments