brand-comm was the digital marketing partner for the recently concluded Bangalore Literature Festival. We were responsible for the Facebook, Twitter and direct email activity and campaigns for the second edition of the #BlrLitFest.
3. Campaign info
Client / Brand
The 2013 edition of the Bangalore Literature Festival was held on 27, 28 and 29th September at
Velankani Tech Park in Electronics City.
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popular literature festival.
BLF | Campaign info
5. Campaign info
Audience
The target audience comprised book lovers of all ages. A highly literate crowd that was
comfortable with technology in general and the internet in particular.
BLF | Campaign info
7. Campaign info
Online Platforms
Bangalore Literature Festival has had presence on Facebook and Twitter, in addition to hosting
a website that is updated to reflect festival information.
brand-comm was given the mandate of handling the Facebook, Twitter and direct email
channels.
BLF | Campaign info
10. Objective
Pre-event
Create excitement online to ensure high footfalls.
Communicate all relevant news in a timely, succinct and engaging manner.
BLF | Objective
11. Objective
Pre-event
Create excitement online to ensure high footfalls.
Communicate all relevant news in a timely, succinct and engaging manner.
Troubleshoot and provide responses to queries regarding various aspects of the event (How to
get there, event calendar, stall information, relevant links and so on).
BLF | Objective
13. Objective
During the event
Live coverage of the event on our online channels.
BLF | Objective
14. Objective
During the event
Live coverage of the event on our online channels.
Engage with the audience to amplify the buzz around the event, to attract visitors on the
subsequent days of the event.
BLF | Objective
15. Objective
During the event
Live coverage of the event on our online channels.
Engage with the audience to amplify the buzz around the event, to attract visitors on the
subsequent days of the event.
Troubleshooting and support.
BLF | Objective
17. Objective
Post Event
Capture and compile all the media and public reactions to be used as a showcase and to pitch
to potential sponsors for subsequent editions.
BLF | Objective
18. Objective
Post Event
Capture and compile all the media and public reactions to be used as a showcase and to pitch
to potential sponsors for subsequent editions.
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comments.
BLF | Objective
20. The Challenge
Counter audience reaction to venue
being shifted to a new location.
Communicate all relevant information
about the visiting personalities with
just fifteen days to go for the event.
BLF | The Challenge
21. The Challenge
Counter audience reaction to venue
being shifted to a new location.
Communicate all relevant information
about the visiting personalities with
just fifteen days to go for the event.
Build online communities organically
with a short lead-time.
BLF | The Challenge
22. Strategy
1
2
3
4
Approach: Capitalize on the fan-following of our
personalities to increase our community size.
(*data in the “Outcomes” section)
BLF | Our Strategy
23. Strategy
1
2
3
4
Approach: Capitalize on the fan-following of our
personalities to increase our community size.
Execution: Requested visiting authors to write
about us on their online presence.
(*data in the “Outcomes” section)
BLF | Our Strategy
24. Strategy
1
2
3
4
Approach: Capitalize on the fan-following of our
personalities to increase our community size.
Execution: Requested visiting authors to write
about us on their online presence.
Result*: This resulted in organic growth of our
social presence, resulting in increased awareness
and interest in BlrLitFest.
(*data in the “Outcomes” section)
BLF | Our Strategy
25. Strategy
1
2
3
4
Approach: Created non-event specific
engagement on books and literature until the
press conference announcement.
(*data in the “Outcomes” section)
BLF | Our Strategy
26. Strategy
1
2
3
4
Approach: Created non-event specific
engagement on books and literature until the
press conference announcement.
Execution: Topical content showcased on the
previous edition of BlrLitFest, graphic novels,
reading lists and other interesting facets of
literature.
(*data in the “Outcomes” section)
BLF | Our Strategy
27. Strategy
1
2
3
4
Approach: Created non-event specific
engagement on books and literature until the
press conference announcement.
Execution: Topical content showcased on the
previous edition of BlrLitFest, graphic novels,
reading lists and other interesting facets of
literature.
Result*: Increased online activity led to a steady
growth of our audience through social sharing of
our content
(*data in the “Outcomes” section)
BLF | Our Strategy
29. Strategy
1
2
3
4
Approach: Created excitement to offset crowd
reaction related to shifting the venue to a new
location.
Execution: Showcased how attractive the venue
was, provided various transport options (BMTC
routes, shared cab rides, transport partner
discount info) and highlighted ease of access.
(*data in the “Outcomes” section)
BLF | Our Strategy
30. Strategy
1
2
3
4
Approach: Created excitement to offset crowd
reaction related to shifting the venue to a new
location.
Execution: Showcased how attractive the venue
was, provided various transport options (BMTC
routes, shared cab rides, transport partner
discount info) and highlighted ease of access.
Result: Record footfalls (approximately 12,000+)
for the event
(*data in the “Outcomes” section)
BLF | Our Strategy
31. Strategy
1
2
3
4
Approach: Provide a fun, engaging persona to
the BlrLitFest online presence to encourage
conversation.
(*data in the “Outcomes” section)
BLF | Our Strategy
32. Strategy
1
2
3
4
Approach: Provide a fun, engaging persona to
the BlrLitFest online presence to encourage
conversation.
Execution: Ensured a constantly friendly tone of
voice, incorporated humour and provided useful
information as requested (including links to an
app to generate audio frequency tones that
drove away mosquitoes).
(*data in the “Outcomes” section)
BLF | Our Strategy
33. Strategy
1
2
3
4
Approach: Provide a fun, engaging persona to
the BlrLitFest online presence to encourage
conversation.
Execution: Ensured a constantly friendly tone of
voice, incorporated humour and provided useful
information as requested (including links to an
app to generate audio frequency tones that
drove away mosquitoes).
Result*: Appreciation from our online audience,
resulting in significant re-tweets and sharing of
our content.
(*data in the “Outcomes” section)
BLF | Our Strategy
42. Outcome
Number of people reached*
Blr Lit Fest 2013
1,701,399
*Aggregate reach based on mentions / retweets of @BlrLitFest
BLF | Outcome
43. Outcome
Number of people reached*
Blr Lit Fest 2013
367,880
*Sum of daily aggregate reach from 1st September 2013 to 10th
October 2013
BLF | Outcome
45. Client Testimonial
Our online engagement this year has been a key to our success and we hope to continue to
build on that with your support.
This comes as a small, yet heartfelt, note of our thanks and gratitude for being part of us and
helping with the Festival. Thank you seems like an understatement and the easiest thing for us
to say to you. But then as Shakespeare wrote 'I can no answer make, but thanks, thanks and
many thanks!’
Srikrishna Ramamoorthy (Founder Trustee, Bangalore Literature Festival)
BLF | Testimonial
