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
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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.
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Iffort Case Studies December 30, 2011
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Iffort Case Studies December 30, 2011
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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.
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