The objective was to optimise the Independence Day fervor on Twitter and engage with Twitteratis talking about Independence Day. The participating audience was expected to be primarily Indians and Pakistanis and we decided to interact with them by asking them a simple question i.e. ‘what do you need freedom from’?

1. #IWantFreedomFrom - Case Study

2. Overview
Concept:
• Xpress Money was celebrating #FreedomWeek and as a part
of the celebration it wished to know things from which
people wanted freedom
Objective:
• Engage followers on the eve of Independence Day
• To know the general opinion of users on what they needed
freedom from

3. Execution
• On the 14th
of August, the first tweet was posted to spread
awareness about the contest
• Once the contest went live, fans were provided with
scenarios and tweets at regular intervals to aid them with
direction on what to tweet
• The contest went on for 4 days, from 14th
August to 17th
August
2013
• Every day 2 winners were selected and accordingly notified

4. Tweets posted by Xpress Money

5. Analytics
• Trended in India on the 16th and 17th of August, 2013
• Recorded over 2700 tweets
• Received a total of 372 Entries
• 3.09 million timeline deliveries
• 2.7k Mentions

6. Analytics Overview

7. Trends!

8. And the Trend continued..

9. And went on…

10. Top Contributors

11. Popular ones

12. Elements of Success
• Identify the tweeps and ask them to participate
• Engage with users and Retweet tweets
• Tweet at specific intervals & ensure not overdo it
• Create a user friendly hashtag that would appeal to users

13. Thank you
Gozoop is a full service digital agency having its
presence in India, Dubai and Singapore.
Contact us at
Contact[at]gozoop[dot]in