How 3 months of social media marketing brought huge popularity and created a brand for a new mall in Howrah City.

1. Avani Riverside Mall
Case Study
How 3 months of Social Media engagement transformed
Avani Riverside Mall‟s Facebook page!
Avani Riverside is one of the largest Shopping Malls in Eastern, India.
www.avaniriversidemall.com facebook.com/avaniriversidemall
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2. In a period of
9 days
Fans by more than 2,000% from approximately
Increase
230 likes to over 10,000
likes
User Engagement
RegularContent
amazing apps & more!
posts views
d
post feedback
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3. About
Spread over an area of about spread over a massive 600,000 square
feet area, Located close to the 2nd Hooghly Bridge, the Mall is the
crowning glory of Howrah‟s changing skyline.
The Mall is already being called „The mall of many firsts‟. To start, it is the
first mega mall to be built in Howrah
They decided to use social platforms in August, 2011
.
Objectives
Drive footfalls and to drive sale for in mall brands.
To extend the mall engagement online.
Strengthening relationship with frequent mall visitors.
Attract new customers
To build up a community of Avani Riverside lovers.
Use social media, websites and Facebook‟s features to communicate
about stores, movie schedules, etc.
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4. Activities Done
Welcome tab:
-By Default Fans would land on the Welcome Tab, for a overview of what AvaniRiverside Mall
is all about. The Landing page changes based on any new communication.
Subscribe Tab
-We created “Subscription” tab for users to submit there email addresses. We send them
regular emails on offers at different stores, movie timings etc.
PVR Schedule:
- A “PVR Schedule” tab will help them to check out all the recent flicks at Riverside PVR.
Contest Tab:
-“Contest Tab” was developed to have a higher engagement with the user base.
Other:
- Regular Press releases were also shared on the Facebook page.
- Poll and questions to know customers preferences, their likes etc.
- Frequent updates were made to generate healthy response to our content.
- Queries were resolved.
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5. Welcome Tab
The welcome tab is the first thing any fan would
see when they visit the page.
The welcome tab is a static page with a simple like
us text that clearly talks about the mall and a line
which speaks about the brand.
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6. PVR Schedule App and Viral Video
This tab lets user check out movies lined up every
week at Avani‟s PVR.
They don‟t have to flick through pages of a paper
or Google to find out about movie updates.
We created viral video for PVR Launch which
created a lot of hype and had above 1100 views
on you tube
http://www.youtube.com/watch?v=yuZF3nlVa1c
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7. T-Shirt App & Campaign
We distributed T-Shirts to users who
liked the facebook page. (Winners were
randomly selected).
 The winners could select the design
of their choice (from the 4 options)
through the App.
The contest went Viral and the Fan
base grew quiet exceptionally.
We announced 1000 lucky winners
during the contest.
The winner‟s shared the joy on their
wall and our facebook page.

8. Other Contest and campaigns
We had run several contests and campaigns to lure
user attraction towards the page and mall. Brief of
some few contests are:
At the launch of PVR 2 movie tickets were
distributed to people answering our posted
question correctly.
By participating in the contests at page users
were distributed free dinner for couple at the
food court.
We developed a picbadge which the fans
could wear on their profile picture to show
brand loyalty.
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9. Fans show their love on Avani
Riverside Mall‟s Facebook page
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10. Regular updates by Riverside Mall
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11. Targeted Advertising on Facebook
We executed targeted Facebook ads for Avani Riverside
The Ad campaign were targeted to registered Facebook
users in West Bengal between the age of 17 and 55, hence
reaching the right audience.
Ad campaigns were also used to promote the ongoing offers .
The ad campaign was hugely successful as we over shot our
targets and added over 8,000 likes in about 3 months.
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12. No. of Fans/Likes on Facebook (Approx.)
1st Dec
1st Nov
1st Oct
5,712 9,900
600
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13. No. of new likes added in the months
of October & November (approx.)
new
new
5,100 4200
October 1st - November 1st November 1st - December 1st
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14. Prepared by:
wlog.thefourdy.com
www.twitter.com/thefourdy
www.facebook.com/thefourdy
mail@thefourdy.com
http://www.linkedin.com/company/232301
http://www.slideshare.net/thefourdy
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