Vodafone spreads Zoozoo mania on Facebook

The Zoozoo fan page on Facebook has crossed 10 million fans, making it one of two fan pages from India to cross 10 million fans, after Tata Docomo.

Vodafone India, known for its endearing Zoozoo ad characters, has said that the Zoozoo fan page on Facebook has crossed 10 million fans (Facebook.com/Zoozoo). Vodafone Zoozoo is now one of the two fan pages from India to have more than 10 million fans, after Tata Docomo.

Besides the 10 million milestone, the Zoozoo fan page also generated the most engaging posts for January and February 2013, as measured by SocialBakers. In fact, in February, the top three most engaging posts were from the Zoozoo page.

To celebrate 10 million fans, Vodafone has also created an exclusive video with an interactive Facebook application which shows users a new video every time they log on. "The concept is aimed squarely at letting each of the 10 million fans know how unique they are, with a unique video for each one," the company says.

On visiting the app, a fan is asked to click the "Like" button, which travels through the Zoozoo machine and finally lands into the Zoozoo world. According to the company, the idea is to capture how each 'Like' brings a Zoozoo to life.

Anuradha Aggarwal, senior vice-president, brand communications and insights, Vodafone India, says, "As a pioneer of social media activities in India, we've always focused on creating new and exclusive social media content. The 10 million videos are, in terms of pure fun, among the best social video content created in India. It's a great way for a fan to participate in the Zoozoo celebrations."

According to Aggarwal, the brand uses social media in two ways. "Our Facebook pages (facebook.com/Zoozoo and facebook.com/VodafoneIN) enable customers to engage with the brand and experience the brand promise. Some of our other recent activities which our fans loved are the Zoozoo comics, Zoozoo new year videos, Christmas Carols, Diwali and Valentine Day greetings," she says. She adds that the brand gets a lot of questions on social media, including queries such as, "Who is the real Super Zoozoo", "Where's the Vodafone pug now" and "Can I act as a Zoozoo in the next commercial!"

The Zoozoo fan page was launched on April 20, 2009, and was the first telecom brand on Facebook in India. Vodafone was the first telecom brand globally to reach 1 million fans. During IPL 2009, 2.6 million people visited the page in just 10 days.

Besides Facebook, the Vodafone Twitter page has 40,000 followers (twitter.com/VodafoneIN), where the brand claims to solve or address around 8,000 Twitter complaints every month.

"We recognise that social media is a huge platform for customers to interact with the brand and seek information and resolutions to any problems they are facing. We have a process and team in place to answer all queries posted by our customers on social media. We actively listen for customers' queries on the brand across platforms and reach out to any customer who tweets to us or writes to us," informs Aggarwal.

Giving an example, Aggarwal says that when the brand saw fans wishing each other Happy Diwali on each post on the Zoozoo Facebook page, Vodafone's social media team moved fast to create Zoozoo Diwali eCards. This was then extended to an interactive Zoozoo carols app, which allowed fans to create their own Zoozoo-esque melodies for greetings during Christmas. The brand saw 60,000 melodies being created in just two weeks.