brand-comm digital marketing case study: Bangalore Literature Festival

  • 1,106 views
Uploaded on

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 …

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.

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
1,106
On Slideshare
0
From Embeds
0
Number of Embeds
3

Actions

Shares
Downloads
16
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. BANGALORE LITERATURE FESTIVAL A brand-comm CASE STUDY
  • 2. Campaign info  Client / Brand BLF | Campaign info
  • 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. ThiskisktheksecondkeditionkofkthekfestivajkandkitkiskajreadykbeingkconsideredkaskIndia’sksecondklostk popular literature festival. BLF | Campaign info
  • 4. Campaign info  Audience 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
  • 6. Campaign info  Online Platforms 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
  • 8. Objective  Pre-event BLF | Objective
  • 9. Objective  Pre-event Create excitement online to ensure high footfalls. BLF | Objective
  • 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
  • 12. Objective  During the event 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
  • 16. Objective  Post Event 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. Ensurekthatktherekiskconstantkcollunicationkandkacknowjedgelentkofkpeopje’skquestionskandk comments. BLF | Objective
  • 19. The Challenge Counter audience reaction to venue being shifted to a new location. BLF | The Challenge
  • 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
  • 28. Strategy 1 2 3 4 Approach: Created excitement to offset crowd reaction related to shifting the venue to a new location. (*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
  • 34. Creative Execution BLF | Creative Execution
  • 35. BLF | Execution – 15 reasons to visit Bangalore Literature Festival 2013
  • 36. BLF | Execution – Personality showcase
  • 37. BLF | Execution – Contest to crowd-source the names of the stages
  • 38. BLF | Execution - Pandit Hariprasad Chaurasia live in concert
  • 39. BLF | Execution – Newsletters sent out prior to each day of the festival
  • 40. Outcome  Captive audience Blr Lit Fest 2012 Blr Lit Fest 2013 % increase* 28 440 1471 % 1800 3250 81 % 3487 6026 72 % *Organic growth with zero expenditure on paid advertisements. BLF | Outcome
  • 41. Outcome  Captive audience Blr Lit Fest 2012 Blr Lit Fest 2013 % increase* 28 440 1471 % 1800 3250 81 % 3487 6026 72 % *Organic growth with zero expenditure on paid advertisements. BLF | Outcome
  • 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
  • 44. Outcome  Relevant Links Twitter : http://www.twitter.com/BlrLitFest Storify links: http://storify.com/deepaksridhar/mentions-of-blrlitfest http://storify.com/deepaksridhar/guests-at-blrlitfest Facebook: http://www.facebook.com/BlrLitFest 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
  • 46. Contact Us Hari Shenoy hari@brand-comm.com +91 988 607 5403 www.brand-comm.com