Social Media Case Study: Cloudnine Care Mother's Day Celebration

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Social Media Case Study: Cloudnine Care Mother's Day Celebration

  1. 1. How Brands Can Leverage Digital Media for Promoting Special Events– A Case Study by Tangence June 13, 2014
  2. 2. Event Overview Confidential2 As a premiere maternity care provider in Banaglore, Cloudnine Care wanted to go big with its signature Mother’s Day Carnival – MummaMia. The objective was to organize a light hearted event to celebrate motherhood and at the same time engage with their target audience. With no previous online presence or promotion associated with MummaMia, the objective was not only to promote and capture registrations for the event, but also to establish it as a signature Mother’s Day event. The focus of the whole digital campaign was to create lot of buzz around MummaMia, get some of the hashtags trending, push user engagement and of course, get loads of leads!
  3. 3. Increased Social Engagement and Brand Reach Brand Awareness MummaMia Carnival – Objectives & Targets Confidential3 Increased Brand Mentions Community Expansion: Increase Facebook likes by 20,000 in 1.5 months Generate leads for the MummaMia carnival Targeted Lead Generation Generate leads for Cloudnine's two main marquee events Diva- to-be fashion show and Rocking with Mom Talent Hunt)
  4. 4. Campaign Overview June 13, 2014
  5. 5. Integrated Strategy to Campaign Objectives Confidential5 Social Media Campaigns and Contests E-mailers On The Spot Online Fun CSR Mobile Tangence adopted an integrated approach to push the event online. The mix included social media, email marketing, mobile marketing and CSR. The campaign was bifurcated into three phases – pre event, on the D-Day, and post event.
  6. 6. Pre-Event June 13, 2014
  7. 7. Pre Event Promotion Confidential7 The pre event promotion comprised of setting up online events, landing pages and announcing the event on social media in a big way. The next step was to maintain the buzz and promote the event for capturing attendees. Landing Page PromotionFacebook Event
  8. 8. #C9MummaMia: Event Registrations Confidential8 Landing Page Promotion Mobile confirmation attached to each landing page
  9. 9. #C9MummaMia: Marquee Event: Ramp Show Confidential9
  10. 10. #C9MummaMia: Marquee Events Promotion Confidential10
  11. 11. #C9MummaMia: Mom and Kid Selfie for Limca Book of Records • Build the world's largest Mum and Kid Selfie Collection – An attempt to be a part of Limca Book of Records Confidential11
  12. 12. #C9MummaMia: Facebook Badge App Confidential12 Mother’s Day Special Facebook Badges App These badges were introduced one week before the Mother’s Day!
  13. 13. #C9MummaMia:Email Campaigns Confidential13
  14. 14. #C9MummaMia: Buzz Creation Confidential14
  15. 15. #C9MummaMia: Buzz Creation Confidential15
  16. 16. On the D-Day June 13, 2014
  17. 17. #C9MummaMia: On the Spot Fun Confidential17 Unveiling of the selfie collection Real time promotion of all event happenings
  18. 18. #C9MummaMia: On the Spot Fun Confidential18 Real time promotion of all event happenings Fun Activities
  19. 19. #C9MummaMia: On the Spot Fun Confidential19 Real time promotion of all event happenings Fun Activities
  20. 20. #C9MummaMia: On the Spot Fun Confidential20 Real time promotion of all event happenings Marquee Events
  21. 21. #C9MummaMia: On the Spot Fun Confidential21 On the spot Facebook contest for attendees. Emcee announced the question and participants posted answers on Facebook
  22. 22. #C9MummaMia: CSR Human Chain Campaign • #ChainOfHappiness • Encouraging people to tag their friends and Cloudnine will contribute Re. 1 for each tagging to Parikrama was announced and launched online at the event. Confidential22
  23. 23. Post Event June 13, 2014
  24. 24. #C9MummaMia: Post Carnival Campaign Confidential24 • People who attended Cloudnine’s MummaMia event had to submit their pic clicked at the event along with the hashtag #IamAtMummaMia. • Winner was selected on the basis of maximum votes received on the pic submitted
  25. 25. Results June 13, 2014
  26. 26. #C9MummaMia Results Results: 43% turnout turnout at the event via digital registrations and promotions 3500 total clicks on the content shared 792.49% increase in social visits 5000+ social traffic Confidential26 23,011 new Facebook likes 285.52% increase in Facebook reach 397.61% increase in Facebook impressions 72.52% increase in Twitter reach
  27. 27. #C9MummaMia Results Confidential27 293 246,421 276,498 83,705 2615 950,015 1,375,888 144,413 Visits to the site FB Reach FB Impressions Twitter Reach Brand Reach on Social 18th March - 17th April 18th April - 18th May 2014
  28. 28. #C9MummaMia Results Results Confidential28 13,280 3,295 292 425 24 2 52,405 15,638 396 559 23 12 FB Users Engaged FB Posts Likes FB Posts Comments FB Shares Twitter Mentions Twitter Retweets Engagement on Social 18th March - 17th April 18th April - 18th May 2014 294.61% increase in Facebook users engaged 374.59% increase in Facebook posts likes 35.61% increase in Facebook posts comments 31.52% increase in Facebook shares 500% increase in Twitter Retweets 1,805 registrations received in total for the carnival. 373 images received for the world’s largest mum and kid selfie images contest. Carnival Hashtags: The stats were zero initially but have increased during the carnival.
  29. 29. #C9MummaMia Results Confidential29 13,280 3,295 292 425 24 2 52,405 15,638 396 559 23 12 FB Users Engaged FB Posts Likes FB Posts Comments FB Shares Twitter Mentions Twitter Retweets Engagement on Social 18th March - 17th April 18th April - 18th May 2014
  30. 30. Thank you! Confidential 30 June 13, 2014

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