When TeeZing had to go social
Cotton Council International
Cotton Council International (CCI) is a global non-profit organization that promotes generic use of cotton fabric. As a part of its promotional strategy, Cotton Council launched TeeZing, a T-Shirt designing competition on June 28, 2010 continuing up to July 22, 2010. Except for small reports in a few regional newspapers and regional editions of national dailies no other media including conventional online media was involved in its promotional campaign. This meant online communication on social media being the key to attract participation in this contest.

Challenges
1. TeeZing had to create a buzz and excitement all around encouraging participation from all over India just through the use of social media.
2. TeeZing and Cotton Council International still had to go a long way on the online front lagging behind in areas such Search Engine optimization and other basic techniques of increasing online traffic
3. An interactive platform had to be provided to participants to address their queries, take note of their suggestions and give other information on the contest.

Execution

1. Creation of Social media groups on TeeZing on sites like facebook and twitter with photos and videos uploaded besides regular posts
    and updates to create thrill about the contest.
2. High level of interactivity associated with all the social media groups of TeeZing addressing the posts and comments of fans.
3. Initiation of a Digital PR campaign involving cross promotions of TeeZing on other websites, forums and blogs.

Achievements

Within a period of about 25 days, the official page of TeeZing was visited more than 28,000 times. Started after the launch of the contest with no fans, the TeeZing page on facebook engrossed more than 400 fans also boasting of about 700 page views on a single day of the contest. The groups were flooded with queries, comments and suggestions. The queries were answered and suggestions applauded. The Digital PR activities made TeeZing prominent online especially in the web search results further enhancing the online traffic.
It was indeed an achievement working for a global firm that required our caliber to match international standards and ultimately providing satisfactory results to the client.