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Facebook Marketing Case Study: How Penguin India used Facebook to garner over 7400 registrations for it's Spring Fever event


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Facebook Marketing India has released its first case study of 2013. Published on May 16th, 2013, it details how Penguin Books India used Facebook to increase awareness and attendance for its flagship Spring Fever 2013 book festival. Bangalore based social media agency, AliveNow, was instrumental in strategizing and executing this highly successful campaign in February and March this year. The case study was published on Facebook Marketing's official page, which has close to 3 million (30 lakh) engaged users from the digital, social media and marketing communities.

The case study details how AliveNow helped Penguin India garner over 7,400 registrations in a 2 week period for the 10-day gala event held in New Delhi. Spring Fever is one of Penguin India's flagship events attended by celebrities like Shobhaa De, Vikas Khanna, Ruskin Bond, Vikram Seth, Ramchandra Guha, etc, who interact with book enthusiasts, aspiring writers and literature lovers. Using various Facebook features like applications, ads and sponsored stories, Penguin India was able to increase awareness, engagement and registrations to the event.

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Facebook Marketing Case Study: How Penguin India used Facebook to garner over 7400 registrations for it's Spring Fever event

  1. 1. Case StudyFacebook: Building Essential ConnectionsPenguin India used Facebook to increase awareness andattendance for its Spring Fever 2013 book festival, a 10-dayextravaganza where authors and book enthusiasts gatherto celebrate books, reading and more.The Facebook campaign added 20,000-plus engaged fans,distributed more than 7400 passes and booked all SpringFever events to capacity.GoalsDrive registrations for Spring Fever 2013 events during the10-day festival.Increase awareness about Spring Fever by sharing detailsof each day’s events.Increase engagement and conversations on the FacebookPage regarding the event.ApproachPenguin India had AliveNow - Social Media Managementbuild a Spring Fever 2013 app on the Penguin IndiaFacebook Page. The app was Like-gated, so people had tolike the page to enter the app. Fans could browse throughevents or register and request passes to specific events.Facebook Ads used keywords to target people interestedin books, authors and reading; Ads also used geographicaltargeting because a high percentage of event registrantswere expected to be from New Delhi and Gurgaon.Penguin India engaged new and existing fans aboutSpring Fever by posting regular updates about authorsand events on its Facebook Page. By using promotedposts, updates appeared higher in fans’ News Feeds.Penguin India used sponsored stories to spread its SpringFever message at scale to friends of fans.Results20,000+ likes added during the duration of the campaign.7,431 passes were requested via the app.Database collection via the app will allow Penguin to communicatewith engaged fans about upcoming events, book launches and more.All events were overbooked; ticket requests and event registrationswere activated ONLY on Facebook.“Spring Fever is a festival designed by keeping the reader inmind, and is open to all booklovers to attend and connect withtheir favorite authors. Our primary outreach platform on thedigital space was Facebook, and we are delighted with theoverwhelming response and enthusiasm that our posts andoutreach generated. Through Facebook, Spring Fever quicklybecame viral and was shared extensively, bringing more like-minded readers and book lovers to the festival – and to our page.”Hemali Sodhi,Vice President, Marketing & Corporate Communications, Penguin India.“This campaign was tremendously successful on all parameters.We achieved more registrations than we expected, thousandsof users learned about the fantastic events happening at SpringFever and we increased our user base to touch almost 1 lakhLikes on the page by the end of our campaign. Facebook Ads andPromoted Posts also worked really well in spreading the newsabout Spring Fever and reached the right audience.”Adhvith Dhuddu,Founder & CEO, AliveNow - Social Media Management.Penguin Books India is the largest English language tradepublisher in the subcontinent. Founded in 1985, Penguin Indiabegan publishing in October 1987 with six books. Celebratingits 25th anniversary in 2012, the company now publishesmore than 250 new titles every year and has an activebacklist of more than 3,000 titles.Penguin India, known for its strong fiction and narrativenon-fiction list, publishes across virtually every segment,including biography, travel, business, politics, history,lifestyle, cookery, religion and philosophy, health and fitness,sports and leisure, visual books and children’s is an award winning socialmedia agency based in Study | Category