[Case Study] A look at Tubelight's agile social strategy

Brand

Tubelight

Objective

Leveraging digital channels of promotion for, Salman Khan’s newest release, the Tubelight team tapped into the actor’s phenomenal popularity in India and abroad.

Gautam B. Thakker, CEO, Everymedia Technologies Pvt. Ltd. said, “Salman Khan Films gave us the opportunity to spread our wings and explore the digital space to the best of our abilities. Communicating closely with Salman Khan fans was our objective for the campaign and with every innovation and strategy, we came closer to our goal. We have worked on several films, but no film has given us as many opportunities to break ground as Tubelight did.”

Execution

Owing to Salman Khan’s affinity towards children, the promotions for Tubelight made the dreams of a lot of children come true as they met their hero and interacted with him.

Tubelight became the first Bollywood film to have their own emoji on Twitter, which could be seen when users used the hashtag, #TubelightKiEid, #Tubelight and other hashtags. Thus, social media buzz around the release of Tubelight was unprecedented and inspired a lot of conversation around the movie.

Happy to announce tht Tubelight becms the FIRST Bollywood film with its own character emoji #TubelightKiEid! @BeingSalmanKhan @TwitterIndia

— Kabir Khan (@kabirkhankk) May 16, 2017

Additionally, Tubelight also collaborated with Facebook to receive their very own Facebook Camera Filter, another first for Bollywood, which depicted Salman Khan’s footwear from the movie. Tubelight was also the first ever Bollywood movie to get their own Facebook Cover Video.

The team also collaborated with GIPHY, one of the world’s biggest GIF repositories, where Tubelight had an entire dedicated channel that displayed key moments from the music videos and the film’s trailer. This was GIPHY’s first ever association with a Bollywood film. Through this dedicated GIF channel for the film, social media platforms had an easy access for fans to share Tubelight GIFs with their friends and family.

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Results

The #TubelightTrailer hashtag trended in India for more than 14 hours straight and managed to make its presence known worldwide, trending globally. After the first song from the film was unveiled, it trended on the number one spot on YouTube in more than 25 countries, such as India, Australia, Canada, Germany and New Zealand etc.

Salman Khan too, trended on Facebook twice, helping the official Tubelight social media pages on Facebook, Twitter, Instagram and YouTube garner a phenomenal number of followers in record time.

The Movie's Page on Facebook accumulated 267k likes on Facebook, 27.2k Followers on Twitter, 48.5k Followers on Instagram, and 796k Subscribers on YouTube.

The film’s trailer crossed 10 million views within 48 hours of release, and peaked at 19 million views on YouTube, gathering 467k likes on YouTube, being the fastest to cross 100k likes.

On Facebook, the Tubelight teaser garnered 8.9 million views, to make it a success across social media platforms.

Overall, Tubelight successfully leveraged social media to create tremendous buzz around their film.

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