For an Indian brand to touch the 1 lakh mark on Facebook is quite an achievement. Chings owned by Capital Foods Ltd have made use of brand identity and well crafted online campaign to help them leverage platforms such as and apart from just Facebook alone.
The numbers speak for themselves, with over a Lakh fans on the Facebook Fanpage and a combined YouTube views of 2 lakh plus, Ching’s Secret has lent itself well to social media.
A Fanpage that is completely brand driven has ensured that they attract the right target audience who are are familiar with and are regular consumers of the Chings line of products.
The Youtube activity is by far most impressive with 107 video uploads that showcase the use of Chings products in a variety of recipes. The YouTube channel of Ching’s Secret also now the #1 cookery show online from India (obtained from press release, authentic source required). All videos that show a smiling young female accompanied by a jovial chef who prepares easy to make dishes using Ching’s products, with each video averaging about a 1000 views, I say that claim is pretty much acceptable, not much in Youtube standards but better than most rivals nonetheless.
Twitter as a platform is completely conversational and Ching’s have played that card well enough by engaging the users one to one, replying to queries while simultaneously plugging brand content, news and updates.
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The Fanpage now has been running on purely user and brand generated updates, Conversations need to begin on the page itself leveraged with discussions and some incentive driven activity that will ensure users repeatedly come back to the fanpage and participate. Another avenue that can explored is the use of FBML which the fanpage seems to lack . We have also noticed that a lot of FB ads were used to promote the fanpage as well which explains the number of fans and lower activity.
The Youtube activity is spot on and has served its purpose well, taking it forward would mean by encouraging user generated video responses that if implemented can mean wider coverage for Ching’s.
The twitter handle however has fallen prey to the most common mistake that has been made on this platform i.e follow as many as possible in the hopes that they follow you back, which as far as the creation of this post, has not worked out too well. Being a brand means having to fulfill expectations on a relatively unexplored platform like twitter, which is in this case is; Followers must always exceed following 2:1 if more.
How that is achieved depends on how the conversation is carried out
All in all making the 1 lakh milestone may be the first but is just the beginning for a brand like Ching’s. They have made a great presence on the platforms but they will have to go the distance if the wish to measure up to international FMCG giants like Nestle, Coca-Cola.
amazing to see Chings Secret sky rocketing..they deserve it…same goes to Love Sex aur Dhokha Fan page and Youtube twitter for an exceptional all round Social Media campaign…also others like Bell Bajao on twitter, Education is insurance on FB by aviva and some TV Shows like Iss jungle se mujhe bachao and Bhaskar Bharti who have managed to create quite a buzz!
Love the Ching's Instant Noodles Schezwan flavor and absolutely sold on their social media marketing also
they r awesome.