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Iffort Case Studies December 30, 2011

Community Building & Product Launch Campaign – Bushirt.com Nature of Campaign: 

Business to customer.

Launch Goal:  

The entire launch was driven by an emotionally centric business goal and was not just a ‘brand launch’ activity via social media. Introduce people to a brand new T-Shirt portal but not like just another T-shirt portal. The goal was to build a community of designers, customers and everyone else interested in T-Shirts. The campaign was essentially driven via social media and had a high impact in creating a passionate community of users and also led to sales growth across the portal.

Launch Strategy:   

Involve a character to interact with people. Engage with fans on topics on which they love to interact with. WOW Factor: Conduct contests and campaigns which assist fans to know more about the brand behind the community.

Stakeholders: 

The stakeholders of the campaign were college students, office goers and everyone else above the age of 16 for whom t-shirts are more than flaunting their style statement.

Choice of channel/s:

The social media platforms used for the campaign:  

Facebook Twitter

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Iffort Case Studies December 30, 2011

Client Background - What is Bushirt.com? Bushirt is a place to lay hands on the coolest communication device- Tshirts. It’s not just another portal for customized T-shirts. It’s moved beyond customization into a realm where everything is ‘by the people, for the people.’

Implementation: The launch was executed in two phases:  

Pre-launch Campaign Launch specific Engagement activities

Pre-launch campaign on social channels:     

The prelaunch campaign was around the tagline of the brand Bushirt i.e ‘Wear Your Emotions’. The concept was to create a mystery around the product so that people should guess it. To engage with people on topics like Bollywood, politics, cricket, music etc. on which youth generally prefer to talk. Building a character called ‘Emotional Einstein’ who engaged with the fans as the community manager/brand ambassador. To integrate ‘Emotional Einstein’ in the website after its inception in the community.

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Iffort Case Studies December 30, 2011

The Beginning... Some teaser posts on Facebook and Twitter: Our initial focus was not around the brand per se but instead was around the coreconcept of “Emotions”.

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Iffort Case Studies December 30, 2011

Not to be shared or replicated without prior permission. Š Iffort

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Iffort Case Studies December 30, 2011

Even the games were around our core-concept:

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Iffort Case Studies December 30, 2011

The action was in full-swing on Twitter channel as well:

Contest launch... Guess the product name - Contest on Facebook and Twitter: 

The main target of the campaign was that people should guess the product and to ask them where they would like to wear their emotions.

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Iffort Case Studies December 30, 2011

Winner announcement:

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Iffort Case Studies December 30, 2011

Initial Impact on Twitter community:

‘Think of a cool name for the character’ campaign on Facebook: 

The goal of this campaign was to get a name for the community manager/brand ambassador from the fans of the community.

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Iffort Case Studies December 30, 2011

Integration of the Emotional Character in the website (back-end): 

To represent a uniform look-and-feel for the brand we integrated the emotional character in the website through a dynamic flash gallery.

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Iffort Case Studies December 30, 2011

Launch Campaign:  

The countdown buzz started 5 days before the launch of the Bushirt.com. The campaign was around guessing the brand name and then launching the brand with some special numbers - 22 August at 22:00 with 22% discount.

Countdown Buzz on Facebook: 

 

We change the profile picture of our Facebook community every day a week before the launch of portal. This provided a sense of fresh feel to the community thereby generating curiosity in the target audience. The teaser campaign was focused towards driving community to the website on the launch-day. To incentivize the users, the 22% discount coupon was offered to the first 22 participants of the website i.e. on the day of the launch.

Not to be shared or replicated without prior permission. © Iffort

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Iffort Case Studies December 30, 2011

Not to be shared or replicated without prior permission. Š Iffort

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Iffort Case Studies December 30, 2011

Not to be shared or replicated without prior permission. Š Iffort

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Iffort Case Studies December 30, 2011

First Contest: To find the unique alphabet hidden in the image

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Iffort Case Studies December 30, 2011

Second Contest: To find the unique alphabet hidden in the image

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Iffort Case Studies December 30, 2011

Third Contest: To find the unique alphabet hidden in the image and form a brand name using the hint.

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Iffort Case Studies December 30, 2011

Last Contest: To find the unique word hidden in the TV ad and guess the brand name.

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Iffort Case Studies December 30, 2011

Countdown Buzz on Twitter: 

The Twitter handle was renamed to Bushirt once the brand name was revealed.

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Iffort Case Studies December 30, 2011

Impact and Outcome Statistics: 

500 tweets around pre-launch and launch of the brand.

Community growth to over 4000+ fans on Facebook.

Around 400+ comments and 500+ likes on Facebook.

Around 150 mentions and 50 RTs on Twitter by fans.

Impact on the sales during launch:    

Almost all of the first 22 discount coupons at the time of launch were consumed overnight. 90% of the sales of the website were through Social Media and around 100 T-Shirts were sold in the very first month. Still after 5 months of the launch Social Media is the main source for the sales and promotion of new designs. Social Media also helped the brand in getting new T- Shirt designs and designers.

Not to be shared or replicated without prior permission. © Iffort

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Product launch via Social Media- Bushirt  

Community Building & Product Launch Campaign – Bushirt.com

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