Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.

Digital Marketing Case Study: SulaFest 2015

4.353 Aufrufe

Veröffentlicht am

MindShift Interactive managed the Digital mandate for #SulaFest 2015, helping increase awareness and buzz for the campaign across Facebook, Twitter, YouTube, Instagram and through media spends increasing visits to the website.

Read on as we showcase how each platform resulted in an ROI and the innovative use of technology, such as the Sula Drone helped increase excitement levels amongst the audiences.

Veröffentlicht in: Soziale Medien
  • Als Erste(r) kommentieren

Digital Marketing Case Study: SulaFest 2015

  1. 1. Social Media Campaign Report 2015 by
  2. 2. q Increase  buzz,  engagement  and  desire  to  attend  SulaFest   ‘15   q Create  awareness  of  the  schedule,  what’s  new  and  leverage   partnerships   q Drive  sales  for  the  Fest   q Capture  the  Fest  live  &  engage  with  Fest  goers    OBJECTIVES  
  3. 3. CHALLENGE   INSIGHT   •  The  need  to  break  away   from  the  clutter  of  Fests   was  necessary   •  A  personal  connect  with   Fest  goers  was  important   •  Fest  goers  look  for  popular   artists,  an  amazing   ambience  and  fun  things  to   do  at  a  Fest   •  Tell  a  tale  of  SulaFest   completing  8  years  towards   creating  a  bond  with  the   regulars  &  Pirst  timers   •  Engage  with  partners  and   bands,  to  highlight  the   various  differentiations  via   Social  Media   •  Create  Video  Content  that   starts  conversations   •  Excite  Fest  Goers  with   more  than  the  regular  –   Drones,  Vineyard  Tours,   Live  Contests  &  Exciting   Instagram  Videos   •  Increase  desire  to  attend   amongst  new  audiences  &   the  regulars   •  Stand  out  from  the  crowd   of  Festivals   •  Capture  the  Event  Live  &   keep  excitement  levels   high   INSIGHTFUL  DIGITAL  OUTREACH   SOLUTION  
  4. 4. Twitter  Outreach   34.87M   Facebook  Outreach   4.25M   Instagram  Outreach   30.39M   Total  Outreach      69.52M   Total  Tweets   664   Twitter  Interactions   6,046   Total  Facebook  Posts   136   Facebook  Interactions   26,881   Total  Instagram  Posts   118   Instagram  Interactions   8,539   YouTube  Views   7,477   YouTube  Videos   5   Total  Facebook  Fans        45,774   Total  Twitter  Followers   6,775   Total  Instagram  Followers   2,973   OVERALL  CAMPAIGN  OUTREACH  
  5. 5. Phase  1   •  Pre-­‐  Event  Promotion   •  Oct  19th  –  Feb  6th  ,  2015   Phase  2   •  Event  Promotion   •  Feb  7th  –  Feb  8th  2015   Phase  3   •  Post  Event  Promotion   •  Feb  9th  –  Feb  16th    2015   PROMOTION  SCHEDULE  
  6. 6. PRE-­‐  EVENT  PROMOTION   Duration:  Oct  19th  –  Feb  6th,  2015  
  7. 7. UPDATED  COVER  PHOTOS  
  8. 8. Going:  5,300   The  event  served  as  a  great  platform  to   inform  the  guests  about:     -­‐   Main  stage  line-­‐up   -­‐   Atmasphere  line-­‐up   -­‐   Travel  and  Accommodation   -­‐   Website   -­‐   Ticket  details   -­‐   Ticket  Exchanges   -­‐   Partner  Promotion   -­‐   Post  Event  Feedback   SULAFEST  ’15  EVENT  PAGE  
  9. 9. CONTENT  STRATEGY  
  10. 10. We  relived  the  excitement  of  SulaFest  ‘14  through  visuals  and  videos   that  got  memories  alive  &  excitement  levels  for  2015  soaring   Interactions:  402   Outreach:    4,386    SULAFEST  ‘14  FLASHBACK:  ALBUM  
  11. 11. Total  Posts:  4   Interactions:  834   Outreach:    15,288    SAVE  THE  DATE  
  12. 12.   Views:  5949     Views:  327    ARTIST  &  TEASER  VIDEOS  
  13. 13. Total  Posts:  4   Interactions:  1,601   Outreach:    37,982    TICKETS  GO  LIVE   ON  ‘BOOK  MY  SHOW’  
  14. 14. Interactions:  1,747   Outreach:    50,543    10  DAY  COUNTDOWN  
  15. 15. 10  tips  around  what  to  do  and  how  to  enjoy  the  festival,   along  with  the  promotion  of  the  “early  bird  offer”   Total  Posts:  10   Interactions:  1,697   Outreach:  32,738    #SULAFEST  TIPS  
  16. 16. CONTESTS  
  17. 17. Total  Entries:  301   Interactions:  1,407   Outreach:  115,702    FACEBOOK  CONTEST:  I’m  excited  for   #SulaFest  because…  
  18. 18. Total  Entries:  200    Interactions:  744   Outreach:  21,832    FACEBOOK  CONTEST:  Tag  the  friends   you  want  to  come  to  #SulaFest  with  
  19. 19.  TWITTER  CONTEST:  Reasons  To   Attend  #SulaFest  ‘15  
  20. 20. Where  Did  It  Trend?    TWITTER  CONTEST:  Reasons  To   Attend  #SulaFest  ‘15  
  21. 21.  TWITTER  CONTEST:  Give  us  a  cool   Tagline  for  #SulaFest  ’15…  
  22. 22.  TWITTER  CONTEST:  Give  us  a  cool   Tagline  for  #SulaFest  ’15…   Where  Did  It  Trend?  
  23. 23. PROMOTIONS  BY     PARTNERS  &  ASSOCIATES  
  24. 24. PARTNERS  &  ASSOCIATES  
  25. 25. WINE  MEETS  FASHION   A  different  look  for  every  wine  
  26. 26. CONTEST  -­‐   #VMSTYLEESSENTIALS   TOTAL  POSTS:  2   INTERACTIONS:  736  
  27. 27. Contest  –  Tell  us  what  you’re  looking  forward   to  the  most  at  #SulaFest  ‘15   Total  Tweets:  6   Outreach:  2,426,526  
  28. 28. Contest:  What  all  do  you  know  about   #SulaFest  &  how  eager  are  you  to  a?end?   Total  Tweets:  15   Outreach:  177,720  
  29. 29. Contest-­‐  Fans  share  their  favourite  reasons  to   a?end  #SulaFest  ‘15   Total  Tweets:  15   Outreach:  177,720  
  30. 30. EVENT  DAYS   Duration:  Feb  7th    –  Feb  8th  ,  2015  
  31. 31. DAY  1  
  32. 32. We  gave  our  fans  &  followers  an  insight  into  the  live   happenings  at  the  venue    LIVE  COVERAGE  
  33. 33. Drink  Partners   Sangria  Room   Coverage  of  all  the  cool  stuff  at  #SulaFest  covered,  as  it  happened    AROUND  THE  FEST  
  34. 34. Food  at  Sula  Fest    AROUND  THE  FEST  
  35. 35. Twitter  Follower  Love    LIVE  TWEETS  
  36. 36.  LIVE  TWITTER  CONTEST:     Tell  us  how  you  are  having  a  good  time  at   #SulaFest  ’15…  
  37. 37. Followers  on  twitter  loved  the  fest  &  showed  it    LIVE  TWEETS  
  38. 38. Artists  Bytes  increased  interactions  while  performance  videos  &  happenings   around  SulaFest  kept  everyone  aware!   BACKSTAGE  &  BEYOND  VIDEOS   DRONE  VIDEOS   YOUNG  THE  GIANT     SWARATHMA  VIDEO    
  39. 39. Artists  Bytes  Exclusively  For  Our  Instagram  Feed    LIVE  BACKSTAGE  INSTAVIDEOS   Rodney  Branigan   BOMBAY  BASSMENT   Lucky  Ali  
  40. 40. Hyperlapse  videos  of  the  Vero  Moda  fashion  show  &  live  pictures   giving  the  fans  a  sneak  peek  into  their  SS  ’15  collection   LIVE  INSTAVIDEOS   Interactions:  53   Interactions:  82   Interactions:  42  
  41. 41. INSTAGRAM  BOOTH   Everyone  loves  a  booth  that  asks  you  to  Pose!  
  42. 42. BLOGGER  OUTREACH   WHAT  WEAR  HOW   LOVE  AND  OTHER  BUGS  
  43. 43. We  summed  up  each  day  of  #SulaFest  with  videos  capturing  the  best   of  the  fest  which  got  excellent  Facebook,  Twitter  &  Instagram   interactions   INSTAVIDEOS  ROCKED!   Interac>ons:  88   Outreach:  427,200   Interac>ons:  150   Outreach:  445,950  
  44. 44. For  the  very  Pirst  time,    SulaFest  had  its  own  Drone  at  the  Vineyards,  covering  the   beautiful  vineyards,  the  exciting  festival  &  the  fun  fest  goers!     THE  #SULADRONE  WAS  A  HIT!!  
  45. 45. View  of  the  Fest  &   the  Vineyards  
  46. 46. With  all  the  live  tweets,  conversations  &  excitement  by  fest  goers,  we   successfully  trend  most  of  the  day,  both  days   TRENDED  BOTH  DAYS!!  
  47. 47. POST-­‐  EVENT  PROMOTION   Duration:  Feb  9th      –  Feb  16th  ,  2015  
  48. 48. THANK  YOU  ALL  
  49. 49. •  Facebook  Album  with  all  the  celebs,   bloggers,  performers  &  friends   •  Posts  thanking  fans  for  their  love  &   support   •  Responses  to  all  comments  &  reviews   •  Posting  Blogs,  Press  Coverage   •  Videos  of  all  the  activities   THROWBACK  TO  SULAFEST  ’15   Interactions:  1,101   Outreach:  25,184  
  50. 50. VIDEO  INTERVIEWS  
  51. 51. SUMMING  IT  UP..  
  52. 52. Platform   Metrics   Pre  Event   During   Event   Post  Event   Overall   Facebook   Total  Fans   37,318     45,143     45,774     45,774     Interactions   20,434     4,702     1,745     26,881     Outreach   3,325,703     344,603     580,777     4,251,083     Twitter   Total   Followers   5,981     6,750     6,775     6,775     Interactions   4,673     1,163     210     6,046     Outreach   15,977,978     14,690,791     4,208,843   34,877,612   Instagram   Total   Followers   1,607     2,848     2,973     2,973     Interactions   2,786     4,999     754     8,539     Outreach   9,515,400     19,690,700     1,189,200     30,395,300     CAMPAIGN  SUMMARY  
  53. 53. Fes>val  Sherpa   (@Fes>valSherpa)   Retweets:  243   MissMalini   (@MissMalini)   Retweets:  110     Just  Nashik   (@justnashik)   Retweets:  88   TOP  INFLUENCERS  BY  ENGAGEMENT  
  54. 54. MissMalini   (@MissMalini)   Reach:  16,783,547   blue  FROG   (@theblueFROG)     Reach:    3,710,278       Divya  Du[a   (@divyadu[a25)     Reach:  1,110,855   TOP  INFLUENCERS  BY  REACH  
  55. 55. A  share  of  37.4%  conversa>ons  were  contributed  by  Females,    while  Males  led   to  62.6%  conversa>ons  for  SulaFest’15     SHARE  OF  VOICE  
  56. 56. TOP  KEYWORDS  
  57. 57. 53.5%  of  the  conversations  around   SulaFest’15  were  positive  in  nature,   with  most  people  sharing  their   views  about  Food,  Music  Concerts,   Location  and  the  scenic  beauty  at   Sula  Vineyards     37.5%  Neutral  conversations  were     primarily  about  them  heading  to   #SulaFest  ’15   SENTIMENT  ANALYSIS  
  58. 58. Particulars   SulaFest  ‘14     SulaFest  ‘15   Facebook  Fan  Growth   4,805   8,513   Current  Number  of  Facebook  fans   22,249   45,774   Engagement  Ratio  (Facebook)   12%   13.15%   Twitter  Follower  Growth   802   794   Current  Number  of  Twitter  Followers   5,291   6,775   Instagram  Outreach   5.7M   30.39M   Facebook  outreach   25.5M   4.25M   Twitter  outreach   19.16M   34.87M   Total  outreach   50.36M      69.52M   The  overall  outreach  of  the  campaign  grew  by  ~19.16M  as  compared     to  last  year   COMPARATIVE  ANALYSIS:     2014  VS  2015  
  59. 59. •  56%  of  the  outreach  through  posts  was  organic  on  Facebook   •  Videos  on  Facebook  contributed  with  an  outreach  of  156K  for  the   campaign   •  Instagram  proved  to  be  a  powerful  platform  for  SulaFest  with  an   outreach  of  30.39M  and  an  achievement  of  1.4K  new  Followers   •  Twitter  interactions  soared  with  reviews,  check-­‐ins  &  appreciation  for   the  Event   •  Audiences  at  SulaFest  loves  the  Drone  Activity  &  engaged  with  it   thoroughly   •  Blogger  associations  helped  spiking  the  virality  through  out  the  event   promotions  and  should  be  followed  as  a  trend   HIGHLIGHTS  

×