Case Study : Social Media Campaign for CSK in IPL 2014

SOCIAL MEDIA CAMPAIGN

Chennai Super Kings is a team competing in the

Indian Premier League – The Biggest Cricket

League in the World

To reach out to CSK fans around the world through

their Facebook Page

Develop a content strategy around the 2014 IPL season

Create original and compelling content

Increase the number of fans on the Facebook Page

Increase fan engagement with the Facebook Page

To engage with the fans on Facebook, we developed a strategy to create real-time

content in line with the activity happening around the on-going CSK matches.

The strategy was to select topics that broke away from the usual match, player and

team updates and develop content around the team spirit using humor to entertain fans

and encourage virality.

Content deployment was planned around periods of high

activity on Facebook - which was immediately before and after

a match.

The content was to be illustrated with caricatures and sport a

fun comic book feeling.

We used social listening tools to analyze the most frequently talked about topics online

during the IPL season

On match days, we picked a topic

that was bound to create a buzz

We then illustrated, designed and

developed content for the post

The content was then posted either

before or after the match

Subsequently, we monitored activity on the Page and tracked the life cycle of the post

as it was being engaged with

The campaign ran for a total of 40 days

16 original and illustrated posts were created

11 posts were shared on the Page garnering

a total of 6,19,042 Likes and 57,264 Shares

from fans

Fans directly engaged with the content and built

instant conversations around it

Page Likes grew by 52.8%, from 5.3 million to 8.1 million fans, making the Page the

second most Liked IPL team Page on Facebook

Sr. Brand Specialist+91 98400 01729

[email protected]

Sr. Business Development Specialist+91 98408 11180

[email protected]

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