Social Media Case Study: SWAAD KESARIYA - The Winter Food Festival by Rajdhani

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Social Media Case Study: SWAAD KESARIYA - The Winter Food Festival by Rajdhani

  1. 1. About Rajdhani:-Rajdhani, The Vegetarian Thali Restaurant which is the flagship brand of MirahHospitality has spread its aroma in this industry over the past few decades.Known as a "thali place" with 72 different rotating menus with 22,464 delicaciesfrom Gujarat and Rajasthan. Rajdhani offers even to the most regular customersout of 9 million delighted guests the aroma of novelty.Rajdhani Restaurants has over 37 locations across India and is also present in theMiddle East.
  2. 2. Case Study: ‘Swaad Kesariya – The Winter Food Festival’ From 14th to 31st December 2012
  3. 3. About SWAAD KESARIYA - The Winter Food Festival:-SWAAD KESARIYA was about indulging in the season’s warmest flavours, festivitiesand fun at Rajdhani’s Winter Fest! Just the perfect time to savor mouth-watering SurtiUndhiyu, Gajar ka Halwa, Lilwa nu Shaak, Suwa Jalariya, Muli Paratha and many more,made from the finest ingredients available exclusively in winter.The Winter Fest was all about spreading the warmth this Winter at Rajdhani Thaliwith special Food Delicacies that would help you keep the Winter Blues away!
  4. 4. Online Platforms involved for the event promotions:- Facebook Twitter YouTube Pinterest Foursquare Event listings on food review websitesConcept:- To promote the winter food festival online, generate awareness about the event specials (winter delicacies) & drive offline footfalls. *No paid promotions…
  5. 5. Online Concepts’ Details:-Facebook Contest: To know what makes our fans/followers kick off thewinter blues.Facebook menu app: The winter food specials/delicacies wererepresented in an app.Twitter Contest: #ILoveWintersBecause Tweet what makes you love theWinters.Online Communication strategy: Online promotions were based on thewinter specials served at Rajdhani Thali i.e. Surti Undhiyu, Gajar ka Halwa,Lilwa nu Shaak, Suwa Jalariya, Muli Paratha and many more.Foursquare: An exciting offer of 10% discount on your Thali exclusivelyduring the winter food festival.
  6. 6. Plan of action:-1. Online Teaser Post2. Online branding/customization as per the festival’s theme (Facebook, Twitter, YouTube & Foursquare)3. The event announcement post4. Facebook events to let our fans know about the venues & the festival/event5. Online promotion of the Facebook contest6. Online promotions of the festival’s delicacies7. Activation of Foursquare offer
  7. 7. Facebook Contest Application:-The application was designed to promote:Event food delicacies/specials.Foursquare offer, which would increase theonline exposure.The app was shareable on Facebook &Twitter.The contest statistics:-Total Entries: 1763,322+ views on the Facebook timeline.New Likes from 14th Dec - 31st Dec: 340+An average post reach was 1,000+ fansWeekly total reach was 12,000+ fans
  8. 8. Facebook Menu Application:- The idea behind the application was to showcase the winter specials in a single tab. Easy to navigate & know about the festival menu. The Foursquare offer was promoted on the menu app too. The app was shareable on Facebook & Twitter.
  9. 9. Online Promotional Creatives:-Concept Line: Spread the warmth at Rajdhani Thali!
  10. 10. Facebook Event:-An event was created with all the promotional links of the Facebook contest, Menu Tab, Foursquare offer at participating Rajdhani outlets.
  11. 11. Foursquare offer:- Offer views: 182 Offer unlocks: 119Check-in & claim the offer at any Rajdhani outlet.The offer was promoted via Facebook posts, online skinning creatives onTwitter + Foursquare banner + the Facebook contest & the Menu tab.
  12. 12. Twitter Contest:-Hashtag: #ILoveWintersBecauseNew Followers: 15+Total mentions on the hashtag: 120+Brand mentions were 80-85%Impressions on the hashtag were 49,623+Reached an audience of 13,868 users.
  13. 13. Website Statistics:- 14th - 31st December vs 1st -13th DecemberWebsite visits: 14,369 (0.55% increase)Unique visits: 12,034Page views: 61,753 (7.34% increase)Pages/Visit: 4.30 (6.75% increase) www.rajdhani.co.in79.07% New visitors (i.e. 11,362)Top 3 cities were: Bangalore, Mumbai & Delhi.
  14. 14. Campaign Results:-The festival’s special delights were promoted online.Offline footfalls were generated using the Foursquare offer.Online queries were addressed using the Facebook menu tab.A decent number of website visitors was recorded.Contest specials were promoted using the Facebook contest, FacebookMenu tab, Online creatives & the Twitter contest #ILoveWintersBecause.
  15. 15. Thank YouFollow at:Facebook: www.facebook.com/RajdhaniRestaurantsTwitter: www.twitter.com/Rajdhani_ThaliPinterest: www.pinterest.com/rajdhanithaliYouTube: www.youtube.com/rajdhanirestaurants

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