Continuing to deliver on our promise to be the Home of Michelin Chefs in India, JW Marriott Juhu hosted the second edition of the extravagant ‪#‎JWJuhuMichelinPopup featuring Three-Michelin Star Chef, Alvin Leung! With a uniquely crafted 6-course gastronomical fare, the ‘Demon Chef’ gave Mumbai a taste of X-treme Chinese! Here’s the digital story that we built through MindShift Interactive

1. #JWJuhuMichelinPopup
Digital Activity Report
November 2015

2. #JWJuhuMichelinPopup
Continuing to deliver on our promise to be the Home of MichelinChefs in
India, JW Marriott Juhu hosted the second edition of the
extravagant #JWJuhuMichelinPopup featuringThree-Michelin StarChef,
Alvin Leung!With a uniquely crafted 6-course gastronomical fare, the
‘Demon Chef’ gave Mumbai a taste of X-treme Chinese!
Here’s the digital story…

3. INSIGHTCHALLENGE
• To re-introduce the
Michelin popup concept to
the users
• To spread awareness
about the Demon Chef and
his X-Treme Chinese
cuisine
• To lead the users to make
bookings for the event
• To reflect the luxurious and
world-class image of
Michelin in all our content
and imagery
SOLUTION
Insightful Digital Outreach
• We had successfully
introduced the concept of
Michelin in the 1st leg of the
popup.We now had to build
user connect with the Chef
and his cuisine
• Maintaining consistency in
the content while not being
repetitive was necessary as
we only had one Chef to
talk about.
• Pre-event buzz was
generated with teasers,
flipagram contests to guess
who the chef is, videos etc.
• We built a strong connect
viewer with the Chef
through great content about
his background, cooking
style etc.
• Hosted informative contests
onTwitter and Facebook to
keep the engagements up
• Booking links went up in
every post leading users to
make bookings.

4. Total Tweets 189
Twitter Interactions 2069
Twitter Follower Growth 101
Total Facebook Posts 29
Facebook Interactions 6428
Facebook Fan Growth 987
Total Instagram Posts 21
Instagram Interactions 1185
Instagram Follower Growth 357
Overall Campaign Summary
Twitter Engagement Ratio 55.26%
Facebook Engagement Ratio 10.21%
Instagram Engagement Ratio 32.68%

5. Overall Campaign Outreach
Twitter Outreach 6,667,602
Facebook Outreach 3,348,790
Instagram Outreach 10,281,600
Total Outreach 20,297,992
Total Outreach for #JWJuhuMichelinPopup November = 18 Million+
Total Outreach for #JWJuhuMichelinPopup November = 20 Million+
Surpassed the overall outreach by 2 Million

6. PHASE 1
Pre-event Buzz

7. Introducing the concept
In order to build and increase buzz around the city’s premier Michelin
popup dining concept, our first challenge was to introduce our idea to the
users. We began interacting with our users asking them to guess what we
had in store for them!We gave out interesting facts and thereby spread
event-related awareness and excitement.

8. Teaser Creatives

9. UnveilingThe Hashtag- Facebook

10. Teaser Contest
We introduced a contest
to encourage users to
guess which Chef was
coming for the popup!

11. IntroducingThe Chef

12. Engaging Pre-eventVideos

13. Promoting our Partners

14. Promoting Chefs Preparations

15. Michelin + Website Awareness

16. Pre-event Contest - Facebook

17. Pre-Buzz Contests
Likes: 40
Comments: 20
Shares: 3
Total Interactions: 63
Total Reach: 10,172
Likes: 529
Comments: 50
Shares: 21
Total Interactions: 600
Total Reach: 8,362

18. Pre-event Contest - Twitter

19. #JWJuhuMichelinPopup Contest
Objectives of the contest:
•To spread awareness about the hashtag #JWJuhuMichelinPopup
•To increase the interactions on our page
•To spread the word by getting as many people on the page as possible
•To give out necessary information about the event
•To increase followers

20. Contest Statistics
TotalTweets = 592
Total contributors = 103
Total Reach = 1,006,311
Total Outreach = 1,683,717

21. SampleTweets Received

22. KeyWords

23. Trend
The hashtag trended in Mumbai!

24. PHASE 2
The Event Begins!

25. Event Promotions

26. Media Coverage Promotion
CNNIBNVideo GQ India Mid-Day

27. Videos + Updates with Booking Links

28. X-treme Contest - Facebook

29. Contest Statistics
Total Interactions: 370
Total Reach: 5,820

30. X-treme Contest - Twitter

31. Contest Statistics
TotalTweets = 329
Total contributors = 61
Total Reach = 997,918
Total Outreach = 2,637,656

32. Sample Entries Received

33. KeyWords

34. Top Participants

35. X-treme Contest - Instagram

36. Contest Statistics
Total Interactions: 39

37. OVERALL STATISTICS
1. FACEBOOK

38. #JWJuhuMichelinPopup
Total No. of posts 29
Total Likes 6101
Total Comments 118
Total Shares 209
= Total Interactions 6428
Engagement Ratio 10.21%
Total Reach 212368

39. OVERALL STATISTICS
2. TWITTER

40. Twitter Statistics
Total no. of Tweets 189
Total No. of hashtag Interactions 2069
Total Contributors 193
Engagement Ratio 55.26%
Total Reach 2,424,793
Total Outreach / Impressions 6,667,602

41. Tweet Statistics
Highest number ofTweets received on 23rd November = 362Tweets

42. Top Participants

43. Key Users who mentioned us

44. Key Mentions

45. OVERALL STATISTICS
3. INSTAGRAM

46. Instagram Coverage
Teaser Images
Misc Images

47. Instagram Statistics
Total No. of Updates 21
Total Likes 1069
Total Comments 61
Total Interactions 1185
Engagement Ratio 32.68%
Total Outreach 10,281,600

48. #JWJuhuMichelinPopup Uploads

49. PHASE 3
Post Event Coverage

50. Post-Event Album Summary
Total Interactions:129
Likes:124
Comments: 3
Shares: 2

51. Post-EventVideo
Total Interactions:139
Likes:109
Shares: 30
Total Reach: 17707
TotalViews: 5700+

52. OUTCOME
• We successfully managed to re-create the buzz around the hashtag
#JWJuhuMichelinPopup and thereby sustain JW Marriott Juhu’s
positioning of the property that hosts Michelin star Chefs.
• We gave out interesting facts around Chef Alvin’s unique X-Treme
Chinese cuisine with exciting video & visual content
• We linked back all content to the booking website thereby encouraging
users to reserve tables for the event

53. OUTCOME
• We hosted pre-event and during-event contests which helped sustain
the buzz throughout the event period
• The engagement ratios across all platforms was great
(Twitter = 55.26% | Facebook = 10.21% | Instagram = 32.68%)
• The hashtag trended in Mumbai
• We received mentions from key food and lifestyle influencers

54. Media Report

55. Summary
Facebook & Google were the two platforms selected to create awareness,
boost engagements & direct interested consumers to the bookings page via
Paid media
As Google allows advertisers to target ads to theTG consuming data on
various websites online,Google Display Banner was selected.
Facebook ads helps boost social media presence of campaign and to reach
to consumers online, it was used as an ad platform for the campaign.

56. Achievements of the Campaign
Google:
Over achieved Clicks to website by 10% (891)
Campaign Impressions 17,34,731
Facebook:
Website Click Ads: Over achieved clicks by 26% (1,200)
Over achieved website clicks by 2.8% (95)
Promoted Posts:
Over achieved Engagements, 4.5 times more than the KPI
Clicks, 3.8 times more than the KPI (11,514)
Over achieved Impressions by 6K

57. Approach on Google
Objective: To reach to Fine dinning enthusiasts in Mumbai,
spread awareness about Michelin Pop-up and lead the
interested to the bookings page
Approach:
50% of the Budget was allocated to Desktop users &
50% to Mobile users which was further divided into 3 Ad Groups
Ad Group 1 – Targeted on the basis of Interests
Ad Group 2 – Targeted on the basis of Topics
Ad Group 3 – Targeted on the basis of Contextual
Ad Group 4 – Targeted on the basis of Placements

58. Our Story on Google…

59. Approach on Google
Results:
Over achieved Clicks by 10% (891)
Top 5 performing categories:
Interests: Cooking Enthusiasts, Travel Buffs, Mobile Enthusiasts, Business
professionals & Shoppers
Topics: Hobbies & Leisure, Celebrities & Entertainment, Books &
Literature, Food & Drink & Shopping
Contextual: Hotels in Mumbai, best dining, Formal dining restaurant,
Beach resort Mumbai, Beach resort Mumbai & Fine dining
Placements: youtube.com, abplive.in, blogspot.in, zeetv.com,
holidaytravel.co
Particulars KPI Delivered
Budget Spent 100,000 100,000
Clicks 8333 9224
CPC 18 10.84
CTR - 0.27%
Impressions 1,851,851 1,890,448

60. Facebook
Objective: To reach to Fine dinning enthusiasts in Mumbai,
spread awareness about Michelin Pop-up, get people to engage
with posts & lead the interested to the bookings page
Approach: 40% of the Budget was allocated to promoted posts
and 60% of the Budget was allocated to Website Click Ads which
was further divided into 2 Ad Groups
Ad Group 1 – Dinning Specific Targeting
Ad Group 2 – Hotel Specific Targeting

61. Our Story on Facebook – Native

62. Our Story on Facebook – Carousel

63. Website Click Ads
Website Click Ads
37% of the Budget was allocated towards Native Website Click Ads
63% of the Budget was allocated towards Carousel Ads
Results
Over achieved clicks by 3%
131 website visits came from Instagram & 4,402 from Facebook
Carousel Ads performed better as compared to Native Website Click Ads
Particulars Native Website Click Ads Carousel Ads Total
Budget Allocated 11,233 18,767 30,000
Reach 65211 151875 217086
Clicks 1239 3294 4533
CPC 9.07 5.7 6.62
CTR 1.90% 2.17% 2.09%
Website Clicks 758 2670 3428
Cost Per Website Clicks 14.82 7.03 8.75

64. Promoted Posts
Promoted Posts
Engagements: 23,005 (Over achieved, 3 times more than the KPI)
Clicks: 5,714
Reach: 120,510 (Over achieved Impressions by 5%)
Paid Reach

65. Top 3Video Promoted Posts

66. Top 3 Promoted Posts

67. Michelin April v/s Nov
GDN – CTR was higher as compared to the April campaign
- The campaign delivered similar website clicks performance as
compared to the April campaign
- Interests, Topics & Contextual targeting performed best in Nov
Google Display Network
April November
Particulars Estimated Delivered Estimated Delivered
Budget 100,000 100,000 100,000 100,000
Clicks 5,556 9,537 8,333 9,224
CTR 0.30% 0.27% 0.25% 0.49%
CPC 18 10.49 12 10.84
Impressions 1,851,852 3,586,583 3,333,333 1,890,448

68. Michelin April v/s Nov
FB Website: Delivered a higher reach as compared to April
- Carousel Ad was the new ad type this month which performed
better than Native Website Click Ads
Facebook Website Click Ads
April November
Particulars Estimated Delivered Estimated Delivered
Budget Allocated 36,000 36,000 30,000 30,000
Website Clicks 3,000 4,350 3,333 3,428
Cost Per Website Clicks 12 8.28 9 8.75
Impressions 150,000 133,837 111,111 217,086
Clicks 3,000 6,136 3,333 4,533
CPC 12 5.87 9 6.61
CTR 2.00% 4.58% 3.00% 2.09%

69. Michelin April v/s Nov
FB Promoted Posts: Nov campaign delivered a CPE at 0.87
- Video promotions worked well to get the TG to engage with the
campaign
Facebook Promoted Posts
April November
Particulars Estimated Delivered Estimated Delivered
Budget 24,000 24,000 20,000 20,000
Engagements 2,700 11,901 5,143 23,005
Clicks 3,000 14,514 5,714 8,100
CTR 2.00% 8.75% 5.00% 6.72%
CPE 8 2.02 3.5 0.87
Reach 150,000 165,788 114,286 120,510

70. ThankYou!