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Dewi Magazine, Jakarta (PT Gaya Favorit Press, Indonesia). |
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Project name |
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#dewichat
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General Publication Info |
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Dewi magazine is a premium fashion & lifestyle magazine based in Jakarta, Indonesia with an average distribution of 75,000copies. As the number one lifestyle magazine in the country, surpassing franchise titles such as Harper’s Bazaar, In Style, etc, we realize the need to foster community engagement through various digital platforms to keep up with a readership that has gradually become more mobile and technologically savvy. In order to do this, we have recently launched our website and social media platforms. Originally, our target was to best our current online competitor whose Twitter followers hovered around 16,000.
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Implementation |
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Our strategy was to utilize our positioning as a homegrown publication whose vision is to nurture and promote local talents. We launched #dewichat, a 60 minutes Twitter live chat campaign as an effort to bring our readers closer to influential local figures, in this case, fashion designer Tex Saverio. Tex Saverio is the perfect representative figure because of his strong mass appeal and social media presence. His dress was worn by Lady Gaga in a Harper’s Bazaar US spread and since then, his popularity skyrocketed.
We challenged Tex Saverio’s extensive fanbase to help increase our Twitter followers to a minimum of 10,000 before we get him to partake in the live chat. At this time we only had about 2000 followers.
The actual live chat occured one week later on March 26, 2012.
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Project results |
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The #dewichat was a great success. The follower count went up to about 16,246 in less than one week. On the day of the live chat the number of followers doubled to about 31,037 surpassing the original target in the first quarter.
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Additional comments |
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This campaign has done wonders for our publication as it drew a much wider, previously untapped readership. Judging from the unprecedented success of this campaign, it became apparent to us that our readers demand more spontaneous & engaging contents. It has also made us aware of the extent to which we can take advantage of our networks to build awareness, not only of our brand but also the extraordinary potential of our networks. We plan to resume this campaign on a monthly basis with more influential key figures beyond the realm of fashion.
We also plan to expand this activation to include online TV where the participants may submit their questions via our website to be relayed during a video interview, thus garnering user-generated contents and maximizing community engagement.
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LINKS |
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Website :
www.dewimagazine.com
Twitter :
@dewimag
Facebook :
majalahdewi
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General contact and feedback address:
Ms. Raquel Meikle
Programme Manager Events
WAN-IFRA
Darmstadt, Germany
Phone: +49-6151-733.927
E-Mail: raquel.meikle@wan-ifra.org
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