Pizza hut case study - FB

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Pizza hut case study - FB

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

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