Category Archives: Content Marketing Case Study

Real Entertainment Television (RETV) Social Media Coverage of Reggae Sumfest 2015

Quick Summary

With their competitors Hype TV and BOJ TV doing live coverage of the 12th Annual Reggae Sumfest in Catherine Hall Montego Bay, RETV wanted to ensure that they had social media coverage of Reggae Sumfest Dancehall Night since the station promotes and carries dancehall music and they were also media coverage sponsors. This was to be done on their social media platforms, Facebook, Twitter and Instagram with the focus being mainly on Instagram. After the success of Dancehall Night, the client decided that they also wanted coverage for International Nights 1 and 2. This case study represents the IPP execution of a live social media campaign in the area of entertainment.

  • Goal/Problem

To assess if maximum social media coverage was achieved by It’s Pixel Perfect for the project Reggae Sumfest from July 16-19, 2015 across three social media platforms for RETV Jamaica.

  1. Increase RETV’s followers on Instagram by 500 followers.
  2. To provide light coverage on Facebook and Twitter
  3. To provide media (photos & videos) of every performance for each night.
  • Context

What originally should’ve been a 3 day campaign turned into a 5 day campaign. The first two days were used for lead up promotion and ticket giveaways and the last three nights for live social media blogging executed on site at Catherine Hall in Montego Bay. Each night’s coverage varied with a minimum coverage of 8 hours and a maximum of 11 hours. Coverage on Dancehall Night included the use of two live bloggers and coverage on International Nights had one live blogger.

  • Strategy/Tactics

  1. Start the promotion two days before the actual event on all platforms
  2. Provide ongoing, concise and accurate updates of every performance
  3. To promote the Reggae Sumfest Recap that would come on RETV one week later.
  4. Post photos of RETV’s host, Alexia, and publicize her wardrobe sponsor for the weekend, Flirt Boutique.

 

  • Returns

Twitter

  • Followers increased by 77 

report

Facebook

  • There was no growth shown  on Facebook

Instagram

RETV’s Instagram followers increased by 542 followers at the end of Reggae Sumfest. On Thursday July 16 before Reggae Sumfest, they had 4,508 followers and on Sunday July 19 they had 5,050 followers.

Reports

The following photos were reposted by performing acts at Reggae Sumfest

mumu
Common’s Supporting Vocalist Mumu Fresh

 

jhudScreenshot_2015-11-16-08-14-43-1

The photo of J. Hud in black was taken by RETV (Source: Jennifer Hudson Instagram ) 

zhavea

dingdong

bling

Lessons Learned

  • Being further away from the stage in the VIP section gave a wider shot of the stage in photography.
  • Instagram proved to be the best platform for an event such as Reggae Sumfest as during the early hours of the morning (between 1 am – 7 am) interaction on Twitter and Facebook were low.
  • Having one social media manager at the event for International Nights 1 & 2 had its disadvantages as the main stages and the mini stages were too far from each other to go back and forth.
  • Start querying about accreditation/transportation/accommodations at least 3 weeks prior to an event.

Conclusion

Overall the social media coverage on RETV’s social media was successful. 90% of the performances were captured and the quality photos and videos made them stand out among other brands that covered the event. To make an event of this nature be more successful, social media preparation would need to start at least a month before the event.

 

Case Study: Mona School of Business and Management Report

  • Summary

Mona School of Business and Management has positioned itself as the top graduate business school within the Caribbean. On approaching their annual application period for their Master of Science programmes they launched a campaign using all forms of advertising media (television, radio and print) to effectively get their message across. It’s Pixel Perfect was given the task of using Social Media to compliment the ads. The task was to create awareness of the graduate programmes, it’s application period and encourage individuals to apply.

 

  • Goal

 

To assess if maximum social media results were achieved by It’s Pixel Perfect for Mona School of Business and Management  from December 2013 – January 2014 across three social media platforms and one online marketing technique.

  1. Increase MSBM Facebook page likes by 1000
  2. Increase MSBM Twitter followers
  3. Increase MSBM LinkedIn connections
  4. Maximize Google search engine optimization
  • Context

 

This was a two months campaign for December 2013 – January 2014. For the first month, Facebook was the only social media platform used. Twitter and LinkedIn were incorporated in January. The online marketing technique of Google Ads was used over the two months. This campaign was planned, executed and managed by one representative of the IPP team for the period.

  • Solutions

Overall Assumption:

This campaign will increase MSBM’s followers on social media and also encourage new applicants to apply to their graduate programmes. This noted reliability would result in providing updates that centered around the nature of the institution.

Though IPP was initially hired to manage Facebook, we thought it necessary to include MSBM’s twitter account and LinkedIn account to have maximum social media reach with their desired audience to achieve the targets..

  • Strategy

  1. A posting plan was created to have daily posts for each platform.
  2. Promote the courses offered.
  3. Advertise the application deadline on all platforms.
  4. Google ads.
  5. Paid advertisements on the MSBM Facebook page.
  • Returns

Facebook

  • Followers/ Likes increased by 2, 172.
  • Before the campaign they had 4,819 likes and ended the campaign with 6,991 likes.

fb graph

Twitter

  • Followers increased by 23 persons.
  • Before the campaign they had 95 followers and ended the campaign with 118.

twitter screenshot

LinkedIn

  • Connections increased by 1,094.
  • Before the campaign they had 329 and ended the campaign with 1,423 connections.

linkedin screenshot

Google Ads

  • Compared to it’s competitors, MSBM’s ads remained in the top position for the period. It kept an average of 1.0 on Google’s display network. The number of clicks and impressions kept a steady growth between December 23-31. This showed incremental reach for the time period.

google ad 1

  • The clicks have also been steady and showed growth between January 11-31. This period showed higher clicks and higher impressions.

google ad 2

  • Lessons Learned

  1. Request that the client provides IPP with a list of courses and proper terminologies to be used.
  2. The content that is posted is heavily dependent on the brand and the way the client wants to be perceived.
  3. A LinkedIn personal and business account cannot be merged.

 

Case Study: TVJ Champs Report

Television Jamaica’s Social Media Coverage of ISSA/Grace Kennedy Boys and Girls Championship 2014

  • Quick Summary

 

TVJ wanted to dominate the media coverage of the highly anticipated annual Boys and Girls Champs. Live television broadcast with their on site reporters, in house analysts and radio reporters meant that social media was the only missing link. TVJ realised that they are highly engaged by their followers on their Facebook and Twitter social media platforms and wanted to maximise this presence through live coverage. This case study represents the IPP execution of a live social media campaign in the area of sports. This type of coverage was the first for the IPP team.

 

  • Goal/Problem

 

To assess if maximum social media coverage was achieved by It’s Pixel Perfect for the project ISSA/Grace Kennedy Boys and Girls Championships from March 25-29, 2014 across three social media platforms for Television Jamaica.

  1. Increase TVJ’s followers on Facebook by 2000 persons.
  2. Provide timely and consistent updates across the three social media platforms.
  3. Post live pictures and videos everyday of the event.
  • Context

 

This was a seven-days campaign. The first two days were used for lead up promotion and the remaining five days for live social media blogging executed on site at the National Stadium in Kingston. Each days coverage varied with a minimum coverage of 10 hours and a maximum of 13 hours. Coverage each day included the use of two live bloggers and one photographer.

 

  • Solution

 

Overall Assumption:

This campaign will increase Television Jamaica’s followers on social media and also establish it as a reliable source for real-time track and field event information and other events sponsored by the group. This noted reliability would result in current followers spreading the brand’s praises to others and making a commitment to get results/updates from only TVJ moving forward.

Though IPP was only given a specific target for Facebook, the company thought it necessary to include TVJ’s twitter account and create an Instagram account to have maximum social media coverage.

  • Strategy/Tactics

  1. Start the promotion two days before the actual event on Facebook
  2. Paid advertisements on Facebook page
  3. Provide ongoing concise and accurate information/updates for every event on the track and the field via Facebook
  4. Link the Facebook account to twitter
  5. Create an Instagram account
  6. Have a photographer on the track at all times to capture the events up close
  7. Use mobile devices instead of laptops
  8. Post pictures with Facebook posts on the final day of the championships, to give the followers visual content and an eye at the stadium.
  • Return

Facebook

  • Followers/ Likes increased by 2,997.
  • Through the use of paid advertisements, there was a reach of over 40,000 persons each day over the period.

 

Twitter

 

  • Followers increased by 636 followers.

photo (1)

 

Instagram

  • The coverage ended with 121 picture posts and 314 followers.

instagram 1

  • Reviews

tvj twitter 1 tvj twitter 2

instagram

  • Lessons Learned

  1. Large outdoor events for long hours require additional human resource by the IPP team.
  2. The IPP team must be equipped with additional resources
  3. Ensure that the company (person who contracted IPP) delivers on demands necessary to the completion of the assignment (example: accreditation, press passes) so as to limit the need for improvisation.