CASE STUDY: How Nokia engaged with Indonesia's youth

Background
The Nokia C3 is positioned as a social networking phone with easy messaging features.

Aim
Nokia set out to create value for its messaging solution at the lower end of the market and differentiate itself from Nexian and low-end Chinese brands among US$100 consumers. 

The campaign focused heavily online, where the target market spends the majority of its time.

Indonesia has 22 million Facebook users, of which 80 per cent belong to the youth segment. 

Execution
The brand focused on current consumer behaviour to drive awareness and created a website campaign that calculates a participant’s popularity based on the number of Facebook and Twitter friends or followers as well as how active or engaged they are.

Among the factors the application took into consideration was the number of 'likes' and comments on status updates as well as frequency of tweets. A completion with five levels of popularity was developed to amplify word of mouth and sharing. 

Participants were also able to display and share 'popularity badges' on their Facebook and Twitter accounts.

Results
Within 10 weeks, the campaign received 30,752 registrations, while hundreds of popularity badges were spread out on Facebook walls. KPIs for video views were surpassed by 152 per cent, while visits to the site went over 1 million.

The C3 model was one of the top three highly discussed Nokia products on Indonesian social sites, while positive buzz sentiment regarding Nokia C3 and messaging solutions increased to 23 per cent. Nokia C3 sales targets were achieved within seven months.

Following the success, the campaign was adapted in 11 markets across Asia-Pacific, Europe and Latin America.