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Pizza hut case study - FB
 

Pizza hut case study - FB

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    Pizza hut case study - FB Pizza hut case study - FB Presentation Transcript

    • Pizza Hut Case Study
    • Pizza Hut Facebook Page
      • Objective
      • Acquisition of Fans
      • Engagement
      • Highlights
      • Acquisition of fans via applications like 99 celebrations, Red roof Lounge and Dine with Wine, World Cup Fever, Weekday Special.
      • Celebrate Life and Watch and Win application created to build high levels of engagement and interaction.
      • Achieved a fan-base of more than 1 Million from 2.5 Lacs in just 6.5 months
      • Time to time Contests like Suggest a Tagline, Tag to win, various food posts, and other generic posts to build a connect between the brand and fans.
      • Innovative launch of their new range of Pizzas – Tuscani Singles and Weekday Special Meal via Facebook.
    • 99 Celebrations
      • Objective:
      • Organic growth
      • Maximum eyeballs to PHC page
      • Highlights:
      • Campaign Period: One month
      • Fans were prompted to share the application with maximum number of friends.
      • Everyday 99 winners were chosen and offered Magic times voucher
      • Total number of entries received: 45415
    • Celebrate Today
      • Objective:
      • Celebrate small and mundane things in life
      • Build rapport with the fans by providing a platform of expression.
      • Highlights:
      • Fans were asked to share their moments of celebration with their friends.
      • Application had a huge virality factor as it appears on the user’s friends wall who in turn responded with their own celebrating moments.
      • We witnessed great response from fans who participated by sharing their close moments of joy.
    • Tuscani Teaser Phase
      • Objective:
      • Garner maximum excitement for the main launch.
      • Registrations for the age group 25 – 30 yrs
      • Highlights:
      • Interesting teaser posts were deployed to generate curiosity amongst fans.
      • This application generated a lot of buzz amongst the Pizza hut fans.
      • Total registrations - 4791
    • Tuscani Singles Campaign
      • Objective:
      • Promote Tuscani Singles amongst the fans.
      • Increase footfalls in Pizza Hut outlets via various contests.
      • Highlights:
      • Mouth watering food posts on Tuscani Singles with interesting content published on wall to create awareness and excitement.
      • Contest pertaining to Tuscani Singles TVC deployed to make the TVC popular
      • Interaction level rose to the figure of 3650 during the period of Tuscani Singles- Launch
    • Dine With Wine
      • Highlights:
      • Dine with Wine tab created to promote Four Seasons – Wine.
      • Interesting posts on Four seasons and the tab helped create an excitement around the launch of Four Seasons in Bengaluru.
      • Liquor promotion within the legal boundaries was a challenge. This was taken care by the tab which had age filter section to target the required audience.
    • Red Roof Lounge
      • Highlights:
      • Red Roof Lounge application created to build up the excitement before the actual release of the TVC.
      • It was the first of its kind which yielded good response from Pizza Hut fans.
      • Fans got an opportunity to watch exclusive premiere shows of Pizza Hut new TVC.
      • To create exclusivity, premiere shows were restricted to the first 500 fans per show.
    • Wall based Contests
      • Highlights:
      • Wall based contests at regular intervals drove good engagement on wall.
      • Interesting contest ideas were created around Pizza Hut properties.
      • Such contests enable greater interaction and minute detailing of Pizza Hut properties.
      • Gratifications played an important role in driving traffic towards the contests.
      • Suggest a tagline registered a total of 1247 likes and 401 comments in a span of 3 hours.
    • Watch n Win
      • Highlights:
      • Watch and Win Application created to promote the new Pizza Hut TVC post launch.
      • Objective of this application was to achieve maximum views for the TVC
      • Questions were put up pertaining to elements in the TVC. This compelled the users to view the TVC repeatedly to answer the questions and win prizes.
      • Gratifications along with the uniqueness of the application helped to achieve maximum participation and thus views to the TVC.
    • ICC Cricket World Cup Fever
      • Highlights:
      • An application which incorporates the core idea of celebrating World Cup centuries with friends and family.
      • Users need to register in the application before playing the game.
      • During match days, users need to click “Play the Game” button before a batsman crosses 99 runs .
      • Once a batsman crosses 99 runs, all the users who played the game gets a voucher which he/she can redeem PH dine in outlets.
      • Users were able to print their vouchers directly from the application.
      • Total users who participated in the application-134251
      • Total number of fans added on the page during this period was 108000
    • Weekday Special Contest
      • Highlights:
      • App is created to make newly launched Weekday special meal known among users.
      • Users to share the page with max friends and 20 top users get free vouchers daily
      • Virality of the app helped us achieving more than 1 lakh fans in 3.5 weeks and app is still running.
      • WS Meal promotion/ WS app promotion/ Winner’s declaration posts have been the source of interaction in this entire campaign so far.
      • Oregano, chilly flakes, ketchup or all three mixed up? What is you favorite sprinkle?
      • We all remember our firsts. Whom did you have your first pizza with?
      • Taste, flavors and colors creates and bring back memories. Don't you have some memories associated with Pizza Hut? Share them with us.
      • Double the fun at Pizza Hut, not the price! With Pizza Hut's King Size Meals, get a bigger platter coupled with a discount up to 32%. So what are you waiting for?
      • A click can leave your mouth watering and you craving for our new products shown in the video. Do you dare to click the link: http://goo.gl/2A638 ?
      • Good usage of the sound track to drive equity and intrigue around the TVC
      Wall Posts – Examples
      • 2405 likes with 352 likes for a single post indicates great interactivity and engagement with the brand.
      • Non-contest food posts garner maximum likes.
      Total likes on a single post Wall Posts – Huge Response
    • Thank You