Case Study: Using Facebook to Drive Registrationsto Penguin Indias Spring Fever 2013 EventHow AliveNow helped Penguin Indi...
The Challenge• Penguin Books on Facebook (www.facebook.com/PenguinIndia) isthe official Facebook page with close to 1 lakh...
Strategy and Approach• Knowing that the audience on the Penguin Books page were verypassionate about books in general, we ...
Spring Fever 2013 App: Pre-Like PagePre-Like PageOnce the usercomes to the app,they have to LIKEthe page to enterthe app a...
Spring Fever 2013 App: Register PageRegister PageThe fan comes tothe main pagewhere they canselect “Register” or“Events on...
Spring Fever 2013 App: Events PageEvents PageThey can also clickon “Events” tobrowse through thedetails variousevents happ...
Spring Fever 2013 App: Thank You PageThank you PageOnce the registrationfor the event is doneby the fans, wethanked them f...
Promoting Spring Fever 2013 on the PageWe posted regularly about the event on the page which had amazingresponse from all ...
Promoting Spring Fever 2013 on the PageWe asked the fans to register for this mega event and the response wasgreat. Thousa...
Promoting Spring Fever 2013 on the PageAs and when events were happening, there were regular posts on thePenguin page abou...
Promoting Spring Fever 2013 on the PageMore updates from the event. Here are pictures ofNikita Singh and Ramchandra Guha a...
Promoting Spring Fever 2013 on the PageMore updates and pictures from theSpring Fever 2013 event!Facebook Case Study - Pen...
Promoting via Targeted Facebook Ads• Besides engaging the existing audience of Penguin Books, we alsowanted to reach a new...
The Results: Spring Fever 2013• The Penguin Books Spring Fever 2013 application was live on theFacebook page and ran for a...
Client and Agency Speak“Spring Fever is a festival designed keeping the reader in mind and isopen to all booklovers to att...
Thank You!For more details regarding the Penguin IndiaFacebook Case Study for Spring Fever 2013,write to us at contact@ali...
Case Study: Using Facebook to Drive Registrations to Penguin India's Spring Fever 2013 Event
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Case Study: Using Facebook to Drive Registrations to Penguin India's Spring Fever 2013 Event

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Case Study: Using Facebook to Drive Registrations to Penguin India's Spring Fever 2013 Event

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Case Study: Using Facebook to Drive Registrations to Penguin India's Spring Fever 2013 Event

  1. 1. Case Study: Using Facebook to Drive Registrationsto Penguin Indias Spring Fever 2013 EventHow AliveNow helped Penguin India get thousands ofregistrations for the Spring Fever 2013 event
  2. 2. The Challenge• Penguin Books on Facebook (www.facebook.com/PenguinIndia) isthe official Facebook page with close to 1 lakh fans.• Penguin Books wanted to use the Facebook Platform to driveregistrations for the Spring Fever 2013 event and spread awarenessabout the various authors and celebrities attending the even.• The audience on the page were young and outgoing in nature. Theyhad passion for books and reading.• We came up with a simple but effective application on Facebook toengage with the audience on Penguin Books and give away passes tothe event through Facebook.Facebook Case Study - Penguin Books India02
  3. 3. Strategy and Approach• Knowing that the audience on the Penguin Books page were verypassionate about books in general, we decided to come up with a simpleapp and gave away passes who ever wanted to be a part of the event.• We came up with the Spring Fever 2013 application.• In this application, a user has to select an event they are interested in andfill in their details to get their passes. They could request for more than 1pass for family and friends.• We used the Facebook application platform and the Facebook Adsplatform to reach the right audience and achieve the desired results.Facebook Case Study - Penguin Books India03
  4. 4. Spring Fever 2013 App: Pre-Like PagePre-Like PageOnce the usercomes to the app,they have to LIKEthe page to enterthe app andregister to get theirpasses.If a user doesn’tLIKE the page, thenthe fan cannotregister for passes.Facebook Case Study - Penguin Books India04
  5. 5. Spring Fever 2013 App: Register PageRegister PageThe fan comes tothe main pagewhere they canselect “Register” or“Events on the top.They can clickRegister and selectthe number ofpasses required fora particular eventand submit theirdetails.Facebook Case Study - Penguin Books India05
  6. 6. Spring Fever 2013 App: Events PageEvents PageThey can also clickon “Events” tobrowse through thedetails variousevents happeningover the 10 dayperiod. Afterbrowsing throughthey can comeback to registerand request forpasses.Facebook Case Study - Penguin Books India06
  7. 7. Spring Fever 2013 App: Thank You PageThank you PageOnce the registrationfor the event is doneby the fans, wethanked them forshowing interest in theevent.Automatic EmailThe user whoregistered will get anautomatic email fromPenguin after whichpasses will be sentacross to them.Facebook Case Study - Penguin Books India07
  8. 8. Promoting Spring Fever 2013 on the PageWe posted regularly about the event on the page which had amazingresponse from all the book lovers. This post had 14 shares and 86 likes.Facebook Case Study - Penguin Books India08
  9. 9. Promoting Spring Fever 2013 on the PageWe asked the fans to register for this mega event and the response wasgreat. Thousands of people requested for passes through the app.Facebook Case Study - Penguin Books India09
  10. 10. Promoting Spring Fever 2013 on the PageAs and when events were happening, there were regular posts on thePenguin page about them.Facebook Case Study - Penguin Books India10
  11. 11. Promoting Spring Fever 2013 on the PageMore updates from the event. Here are pictures ofNikita Singh and Ramchandra Guha at Spring Fever 2013.Facebook Case Study - Penguin Books India11
  12. 12. Promoting Spring Fever 2013 on the PageMore updates and pictures from theSpring Fever 2013 event!Facebook Case Study - Penguin Books India12
  13. 13. Promoting via Targeted Facebook Ads• Besides engaging the existing audience of Penguin Books, we alsowanted to reach a new audience via highly targeted Facebook ads.• We used targeted Facebook ads in an effective manner with manytargeting criteria to reach the right untapped audience.• Targeting was done based on the following:• First only in geographic areas where users can attend the event.• Then targeting users who had LIKED: Books, Reading, Writing, etc. Authortargeting, book genre targeting, etc.• This way, we reached the right audience and got optimal ROI on the adspends done.Facebook Case Study - Penguin Books India13SampleFacebookAds
  14. 14. The Results: Spring Fever 2013• The Penguin Books Spring Fever 2013 application was live on theFacebook page and ran for a period of 15 days.• During that period, the response was overwhelming, on all parameters,the campaign was a success. Few important numbers are given below.Parameter Time period NumberNo. of NewLIKES15 - 18 days20,000+ New Likes to the page duringthe event.No. of Passesrequested15 - 18 days A total of 7,431 passes requested.Facebook Case Study - Penguin Books India14
  15. 15. Client and Agency Speak“Spring Fever is a festival designed keeping the reader in mind and isopen to all booklovers to attend and connect with their favoriteauthors. Our primary outreach platform on the digital space wasFacebook, and we are delighted with the overwhelming response andenthusiasm that our posts and outreach generated. ThroughFacebook, Spring Fever quickly became viral and was sharedextensively, bringing more like minded readers and book lovers to thefestival – and to our page.”Hemali Sodhi, Vice President, Marketing & CorporateCommunications, Penguin India. “This campaign was tremendously successful on all parameters. Weachieved more registrations than we expected, thousands of userslearned about the fantastic events happening at Spring Fever and weincreased our user base to touch almost 1 lakh Likes on the page bythe end of our campaign. Facebook ads and Promoted Posts alsoworked really well in spreading the news about Spring Fever and it alsoreached the right audience.”Adhvith Dhuddu, CEO, AliveNow - Social Media Management.Facebook Case Study - Penguin Books India15
  16. 16. Thank You!For more details regarding the Penguin IndiaFacebook Case Study for Spring Fever 2013,write to us at contact@alivenow.in with yourqueries.Visit us at www.alivenow.in to learn more.Facebook Case Study - Penguin Books India16

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