Social Media Case Study: Pepperfry's Colors of the Rainbow Contest
Objective To drive Organic Traffic to the website To celebrate the spirit of Monsoon To impress upon the people that there is a search by color option on the website which adds an extra dimension to the usability.
COLOURS OF THE RAINBOW Rainbow is one of the most beautiful sights during monsoon and is a feel good factor. The idea revolved around celebrating the sighting of a rainbow and spread the feel good factor. All a fan needed to do was navigate to the website, pick items from each color of the rainbow and submit the respective links on the application and tell the Brand which was their favorite color of the rainbow and why. The winner was decided based on their choices of products and the answer. Duration 7 Days The winner was given a Brand New DVD Player.
Strategy to Promote the Theme We wanted the contest to be promoted without Ads and grow organically, So we stopped our Fan building during the campaign to measure results. We stuck to the rainbow theme for the campaign and painted our pages One color of the rainbow each day. We used the following means to reach out to fans with the message about the campaign: New Cover pic every day with one of the rainbow colors with a quote related to that color Tab icon of the app were changed everyday in sync with the Cover Pic
Strategy to Promote the Theme Contest based posts Facts about the color of the day Post on what these Colors are called in diff languages
And the Outcome! Total Contest Entries in 7 days – 170 Organic Fan Growth – 585 Fans Total Tab Views - 1,157 Total Visits to Website via Facebook – 2,171 Total Website Page Views – 12, 839 Average Visit Duration – 10mins Bounce Rate experienced: 34.22% Total Conversions on the website during the campaign through Facebook Referral traffic: 332
Key Learning and Observations Majority eCommerce providers look for website traffic as a key measurement of social media ROI It is important to find newer and finer ways of driving traffic without compromising on the feel good factor of Social media and the informal nature of the medium Innovative means to drive traffic will always be appreciated more so when the fans have a reason to go visit the website However, not all brands will have the same result as “Product” plays an important role in the overall scheme of things Keeping the campaign relevant, current and consistent in execution is Key to success