Celebrate Dining campaign has been inducted to Facebook Studio, a prestigious gallery which showcases the best of innovative and creative marketing initiatives from across the world on Facebook. Digiqom conceived, created and managed this Facebook campaign for American Express India to increase community engagement for the brand.

1. Celebrate Dining
A case study

2. Celebrate Dining
Facebook users and American Express FB fans, were A snapshot of the Celebrate Dining
What? engaged by leveraging a hot topic on social media- landing tab on facebook
where to eat out through a contest titled Celebrate
Dining.
For Whom? Age 24-55, residing in Metros & A towns, interested
in eating out, lifestyle, shopping etc
When? February 16, 2012 - March 15, 2012
On American Express India Facebook page, using the
Where? Celebrate Dining app. Users could create lists of
favorite restaurants & share with FB friends for
votes. Highest voted users won exciting prices. A
new cuisine theme every week
The aim of the campaign was to help create
Why? engagement around Restaurants and the American
Express Selects Program, and creating interest in
using and applying for Amex cards.
How? Once part of the app, the users felt compelled to be
part of the conversations on the page; a focused
content strategy was deployed to keep them
engaged

3. Celebrate Dining - Content strategy
• Lifestyle &
• Food & culture
Eat out
Food habits
Visual based:
and various
Photos.
cuisines.
Q&A based:
Polls & Offers and
Trivia, tips & promotions.
best practices
• Preferences • American
Express Selects
related

4. Delicious Conversations

5. Interactions on the Contest

6. Cities by Social Engagement
14000
12000
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Delhi Mumbai Bangalore Kolkata Chennai Hyderabad
The top contributing cities have been Delhi, Mumbai & Bangalore, followed by Kolkata, Chennai
and Hyderabad

7. Content Reach

8. Our milestone

9. Celebrate Dining- Numbers
• Total app installs- 8471
• Total votes – Data not available
• Total Likes – 29,952
• Average campaign Reach – 1.5 Million
• Post Views – 370910
• Average number people Talking About
the campaign – 10,000
• Highest engaged users – 274
• Highest virality on a post – 4.37%
• Highest impressions on a post - 12,188

10. Contact Us