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World vegetarian day case study


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  • 1. Online Strategy: Online Contest Offline OfferWorld Vegetarian Day Promotions Event listings/PR
  • 2. Overview Online promotions of ‘World Vegetarian Day’. An application was designed considering famous Rajdhani Thali dishes & had asked our fans/followers to add their flavour to them. (Timeframe - 3 Days) Twitter contest was conducted to promote the offer at Rajdhani Thali. (Timeframe - 9 hours) Posting strategy was developed in order to promote ‘World Vegetarian day’ & the contest. (Timeframe - 3 days) The offer was listed on food review websites such as,,,, etc.
  • 3. Posting Strategy 3 Posts were used to promote VEGETARIANISM for 3 days before World Vegetarian Day. These posts were Rajdhani Thali’s branded posts. The comments received where in support to the day.
  • 4. Contest ConceptConcept: Add your own flavour to the famous Rajdhani Thali dishes and stand a chance to win a +1 Rajdhani Thali voucher
  • 5. Facebook Application Tab Views Tab IconApp usage Entries received were 115+. 418 views on the application tab. 300+ application users.
  • 6. Before the contest Teaser post before the contest.
  • 7. The contest Fans were excited to submit their entries. Eagerness to know the results on 1st October, 2012.
  • 8. Announcement Of The Winners3 Winners were announced on 1st October, 2012 i.e. World Vegetarian Day
  • 9. Twitter Contest New followers: 15+ Hashtag mentions: 120+ Mentions to the brand i.e. @Rajdhani_thali: 93% Contest Timeframe - 9 hours 160+ tweets were generated 64,159 impressions of the hashtag, reaching an audience of 16,671 twitter users (source: World Vegetarian Day Offer was also promoted (retweets were received) #MyFavouriteVegetableIs
  • 10. Offline Offer Online promotion was done of thevoucher. An user was required to take a printout of the voucher & redeem the offerat Rajdhani Thali outlets. There were various queries about the offer. Positive comments were seen on the offer. The queries were addressed in the comments. The offer had reached out to 4000+ fans on Facebook & went 5% viral as well.
  • 11. The Event Listings(offer)Event Details: Khandani Rajdhani, the kings of thali is celebratingWorld Vegetarian Day with an exciting offer of having 1 thali andgetting another 1 for free.Event listings were created on
  • 12. Rajdhani celebrates World Vegetarian DayVarious releases were done about the offer on World Vegetarian Day.
  • 13. Results-Facebook: The contest helped to generate a buzz about World Vegetarian Day.- The fans were asking about offers on this day. (1st October, 2012)- New followers on Twitter.- Good brand exposure on social media covering PR websites.- The offer reached out to the audience.- A curiosity was observed among the fans on Facebook. The offer wasannounced 1 day before ‘World Vegetarian Day’.
  • 14. Thank YouFollow at:Facebook: