Donut Day 2012 Case Study Read about…- How social media has emerged as a boon to the brand in terms ofcommunication with the brand patrons. . .- Social media monitoring to address the various comments & tweets. . .- How Mad Over Donuts handled online queries & kept their fans/followersengaging. . . Engagement Brand Connect
Facebook Banner Creative- Banner was made live on 08 June, 2012.- Created a buzz before Donut Day.- Fans had started asking about the celebrations.
Facebook Promotion – Before Donut Day Excitement among fans. Tagged peers to make them aware about ‘Mad Over Donuts’ Donut Day.Tags Engagement Likes
Word cloud – Comments Comments before Donut Day (Promotional Post) ‘Wow’ ‘Treat’ ‘Coming’ ‘15th June’ ‘Awesome‘ ‘Donut for Rs. 25’ ‘Best thing heard’…
Donut Day – Promotional PostDonut day promotional post went viral among Facebook fans with 500+ likes & 177 shares.
Many of them werealready on the wayFriends were tagged Fans <3 it They felt that it was a great offer!
Posts by othersMumbaikars went Mad Over Donuts MOD Donut Day gave a theme to Jinal & her office mates.
Fans shared their experiences, images & how they enjoyed ‘Mad Over Donuts’ Donut Day.
Live updates (posts) - Live updates from Mad Over Donuts stores were shared among Facebook fans. - 11 posts on donut day (content posting strategy). - Fans had started tagging these images.Tags Engagement Likes
Evening Status Update • Quick responses to the negative comments due to long queues and Fans appreciation on the same to Mad Over Donuts team. Emotional connect was made among fans by pacifying & responding to them. As a result, these fans felt delighted with brand’s prompt response & appreciated the same on Facebook page.Emotional Brand Connect Connect
Facebook SummaryMultiple content posting strategy including live store images, post updates, etc.Also, fan base count has been on the rise before and after Donut Day.Prompt and satisfactory replies to customers who had trouble getting Donuts onDonut Day has just taken Mad Over Donuts as a brand to higher levels with lots ofsatisfied customers and fans on Facebook.Facebook users reach was nearly 70% of the current fan base on Donut Day.4 Top cities who had reached the most were Mumbai, Bangalore, Pune & New Delhi.4x times the daily page views on Facebook.Viral reach was 3x times in comparison to the daily reach.Post donut day experiences were shared on Facebook as well as on Twitter.
Twitter Promotions Tweeps tweeted about the crowd at Mad Over Donuts stores. Shared donut images. #modDonutDay was promoted while interactions. Users had tweeted MOD Donut Day as a success.
TweetCloud for MadOverDonutsTop five words: RT, donuts, donut, day, #moddonutday.
Twitter Statistics for Donut Day (15th June, 2012) Donut DayTotal no. of tweets June
Twitter activities were on hype onDonut Day. Donut DayOverall 158 tweets on MOD DonutDay.78 retweets were received talkingabout MOD Donut Day.Tweets were replied & retweeted. Donut Day
Twitter SummaryThe total tweet count for Donut Day was 158. This includes replies and re-tweets.Nearly 41% of these tweets were replies to our followers regarding the event.49% of these tweets were re-tweeted.#modDonutDay was used as the primary hashtag for all tweets from the Mad OverDonuts handle as well as by our followers.Also, our follower count has been on the rise before and after Donut Day.@Su_Power, @Paramparatweets were among the top Twitter influencers.Prompt and satisfactory replies to customers who had trouble getting Donuts onDonut Day has just taken Mad Over Donuts as a brand to higher levels with lots ofsatisfied customers and followers on Twitter.
Conclusion Mad Over Donuts is now an established well known brand. Brand awareness has increased as compared to last year’s Donut Day. The event went viral on Facebook & Twitter. Fans/followers are now aware of ‘Mad Over Donuts’ Donut Day celebrations. Social media has emerged as a boon to the brand in terms of replying & communication with the brand patrons. Queries were addressed with prompt responses. Positive feedback from the brand followers.