Made By You issue makes Femina a crowdsourced hit

23 Apr,2013

By A Correspondent

 

Crowdsourcing, a technique being increasingly employed by marketers, has been used to create logos, movies, books, etc. Femina’s ‘Made by You’ issue is a move to get readers to develop and execute the editorial and design content for the entire issue.

 

Marketing is inbuilt into the publishing of this issue, and every author is a potential word of mouth marketer. Femina Made by You is thus a bridge in terms of being able to merge the world of publishing and marketing.

 

Tarun Rai

Tarun Rai, CEO, Worldwide Media, said, “Worldwide Media has grown at a furious pace. From just four magazines four years ago, we now have 13. And as a publishing house we have been leading from the front. Femina Made By You is another first for the magazine industry. A crowd-sourced issue, at the scale we have visualized it, is unprecedented. And it is only appropriate that it is Femina that is bringing it out as there is no other English women’s magazine with the stature and readership that Femina has.”

 

Tanya Chaitanya, Editor, Femina said, “Femina Made by You is exactly what it promises to be. An issue made by the real women who have always been our core focus. A Mumbai reader’s take on relationships, a Delhi girl’s hunt for the latest It bag, a Kolkata woman’s expertise in the kitchen, a Chennai career girl’s tips on being a 9-to-5 ninja – it’s all trending here.”

 

DDB Mudra used simple techniques for crowdsourcing and keeping the technology in the background while developing this issue. The techniques included Facebook, Twitter, Pinterest. To start with, a Facebook app – “Made By You Issue” – was created on the Femina Facebook page. The app focused on a simple idea that ‘If you’ve got a story, we’ve got the space’.

 

The second initiative was to introduce the contributors to the Femina India editorial team. The team ‘met’ select authors via Google Hangouts. The objective of this meet was to bring women from different corners closer and give them a single platform to discuss and share their ideas. Finally a filtering process was used for the entries that would finally get featured in this magazine. Here the Femina India editorial team led by the editor, Tanya Chaitanya, was involved.

 

Besides receiving entries from metros in India, there was participation from non-metros as well including Dehradun, Panchkul, Jalandhar, Pune, Hyderabad, Chandigarh, Jaipur, Lucknow, Ahmedabad, Ludhiana, Indore, Guwahati, Jalandhar, Bhopal, Kanpur, Nagpur, Amritsar and Surat.

 

Statistics:

Facebook

1.Daily people talking about Femina: 1,20,394(total)

2. Daily total reach: 2.97 million (total)

3. Daily total impressions: 12.1 million (total)

4. Friends of fans reached: 40 million

5. Fans added: 41, 435

 

Twitter

1. Total followers: 10,650

2. Tweets done: 1578

2. Re-tweets received: 688

3. Potential impressions: 17 million

4. Potential reach: 12 million

5. Mentions: 4,320

6. Followers added: 692

7. Blogger coverages: 30

 

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