How Tim Hortons entered the UAE Market via Facebook & Twitter

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This case study is one of the brilliant examples of how a brand entering into a completely new market managed to get footfalls via Social Media increasing awareness and challenging competition.

This case study is one of the brilliant examples of how a brand entering into a completely new market managed to get footfalls via Social Media increasing awareness and challenging competition.

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Transcript

  • 1. How Tim Hortons Leveraged Footfall via Social Media
  • 2. Background on the U.A.E. MarketMarketing in U.A.E. the hub of Traditional Media Television Print Radio Outdoor
  • 3. Where all of the Above is Great!But how do we know the exact reach for the Consumers?
  • 4. Total number of People on Facebook in U.A.E. 31,16,900
  • 5. Now for some Background on Tim Hortons A Canadian Café Brand & Religion Never seen in U.A.E. before Looking to Launch in the Huge Market of U.A.E
  • 6. What Tim Hortons did before getting online… Traditional Banner Advertising across Dubai & Abu Dhabi
  • 7. Did anyone mention, Competition? Before entering the market Tim Hortons had Big names to compete with… Starbucks Krispy Kreme Donuts Dunkin Donuts Costa Coffee Caribou Coffee
  • 8. The Objective1 Increase Fans on the Facebook Page Build a Huge Fan Base on Twitter 2 Increase Footfall at the Store 3
  • 9. That’s where we Step in…
  • 10. What We Did?Created aSimple yet effectiveApplication to engage and drive users from Facebook to the Café to increase FootFall!
  • 11. Like Us & get a Application Free Coffee!Duration 20 Days Current Fairly Low Foot Fall
  • 12. Application: Like Us & get a Free Coffee! In 3 Simple Steps1. An Application that allows the user to Land on the page2. ‘Like’ the Page and,3. Download his Free Coupon which has a unique Serial Code
  • 13. Application: Like Us & get a Free Coffee! A Ticker was provided on the Pre- Like Page for users to get encouraged to Click the Like Button! 20,000+ Tab Views!
  • 14. Application: Like Us & get a Free Coffee! Post Liking, the Fan had to Click on the Button to Download their Free Coffee Coupon
  • 15. Application: Like Us & get a Free Coffee! A personalized coupon was generated which contained 3 important elements: • Fans Correct Name • The Expiry Date • A Unique Coupon Code TO AVOID misuse
  • 16. Buzz Generated on Facebook via Status Updates
  • 17. Fans Can’t stop thanking Tim Hortons for the Coffee…
  • 18. Fans Can’t stop thanking Tim Hortons for the Coffee…
  • 19. What weAchieved!
  • 20. Facebook Fans on 16th March – 1000+ The App went Live on 16th MarchMore than 50% Coupons Downloaded 8000+ Fans in a span of 20 days!
  • 21. People Talking about This
  • 22. Viral Reach Shoots Up!
  • 23. Fan Increase Total Fans on Facebook10000 8841 9000 8000 7000 5782 6000 5000 4000 2956 3000 2000 1506 1000 0 Week 1 Week 2 Week 3 Week 4
  • 24. Twitter Growth Strategy UsedThe next 200th, 300th , 400th followergets a Free Coffee from Tim Hortons!So Follow us and be the Lucky One!
  • 25. Twitter GrowthThe Follower base began with around 90+ After applying our Strategy
  • 26. Twitter Growth16th March saw 200 Followers23rd March saw 300 Followers28th March saw 400 Followers
  • 27. Twitter GrowthHence in almost a months time we grew by 345 %With a Per Week growth of 100 Followers
  • 28. Followers on Twitter450 390400350 312300 267250200 15015010050 0 Week 1 Week 2 Week 3 Week 4
  • 29. Mentions from Users60 56 565040 3230 282010 0 Week 1 Week 2 Week 3 Week 4
  • 30. Total Interactions on Twitter 160 140 136 121 120 100 80 61 60 51 40 20 0 Week 1 Week 2 Week 3 Week 4
  • 31. Total Reach on Twitter70000 58960 5755060000500004000030000 25930 190502000010000 0 Week 1 Week 2 Week 3 Week 4
  • 32. Learnings Social Media Can Drive Awareness + Footfalls Incentivizing consumers for participation alwaysworks Social Media can be leveraged to induce trialsfor a new brand
  • 33. Thank You!