Femina Leverages Crowdsourcing And Social Media For “Made By You” - It’s First Crowdsourced Issue

Femina's April issue "Made By You" is a crowdsourced issue by the readers for the readers. To do so it created enough buzz and reach on social media along with it's digital agency Foxymoron.

A few years back, businesses would serve consumers what they felt was right for them. Today the times have changed and consumers decide what they deserve with social media being the biggest catalyst for this mind shift. And, we can’t ignore the growing likeness for crowdsourcing too. Today every other company wants to own a pie in the crowdsourcing model and benefit from it. But when I read that Femina English - published by Worldwide Media - is all set to launch their 100% crowdsourced magazine this month, I had my eyes wide open.

“Made by You”, is the crowdsourced edition that is going to be launched in the month of April. The bimonthly women’s English magazine invited its readers from across the country to contribute for the issue.

“Femina has been a brand that stands for the women you are. So the idea was to create a magazine that had the thoughts from the women readers who come across from all networks.” adds Harshil Karia, Co-Founder at FoxyMoron, the digital creative agency who has been assigned the task to implement the idea and create a wider reach through social media.

Social media strategies for “Made by You”

Speaking on the specific social media strategies FoxyMoron devised for this campaign, Harshil informed me that they used simple ideas keeping the technology in the background. To start with, the agency created a Facebook app – “Made By You Issue” on the Facebook page. The app focused on a simple idea that “If you’ve got a story, we’ve got the space.”

The exclusive app was launched for more than 291K fans that simply collected the required personal details and the exclusive story. In return, the magazine promised of the story being published in a national magazine and having a huge audience for the voice. To create maximum buzz, interesting visual contents were created. The below screen grab provides one such example:


But, how did the editors of Femina react to this sudden change in the editorial content was my big question? Harshil shared that without the editorial involvement, this would have been a very difficult job.

“The Editorial involvement was very proactive from day one in the campaign. In fact we always had an editor throughout the campaign which helped us to execute the campaign in a very fruitful manner.”

The second initiative that was carried out in this campaign, was to break the ice between the entire set of contributors and the editorial team. Physical meetups were arranged wherever possible, otherwise Google Hangout was effectively used where location was a physical hindrance. For instance, Tamanna, who is an IRS Officer, joined into the meet via the Hangout from Chandigarh. The objective of these meets was to bring women from different corners closer and give them a single platform to discuss and share their ideas.

The third major activity in this campaign was developing an anthem for women. The music video which is a work-in-progress would be exclusively launched for the social media community. The anthem is a salute to the women and it projects today’s women who is bold, independent and free spirited in nature.

Along with Facebook and Google Plus, Twitter was not left behind. Updates about the Facebook contest and the “Made by You” campaign were shared with the followers and hashtags like #MadeByYou were created for the Twitter community, which has more than 10K followers.

Brands going bullish on Crowdsourcing

Crowdsourcing is big and brands have gone bullish with every campaign. Today from logo design to movie making, the crowdsourcing industry is witnessing them all. Along with campaigns, crowdsourcing platforms such as Talenthouse, Tumbhi, Qyuki, etc. have been aggressive in getting the brands and creative people together on a common ground. Having pioneered crowdsourcing in India, Talenthouse has set many successful examples for the industry, with a win-win scenario for both the brand and the creative community.

However, for a magazine that was first published in 1959, coming forward and adopting crowdsourcing has clearly demonstrated that Femina is a magazine for the readers.