Case Study: Engaging Mom & Me fans on Facebook!

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How AliveNow helped engage young mothers on the Mom & Me Facebook page.

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Case Study: Engaging Mom & Me fans on Facebook!

  1. 1. Case Study: Engaging Mom & Me fans on Facebook!How AliveNow helped engage young mothers on the Mom & Me Facebook page.
  2. 2. The Challenge • Mom & Me on Facebook (www.facebook.com/ mahindraretail.momandme) is the official Facebook page with more than 2 lakh fans. • Mom & Me wanted us to build a unique application where women had to take part in a contest and compete to be on the cover of Mother’s World Magazine! • The audience on the page were young mothers and to engage them, we came up with ‘Mother’s World Cover Girl Contest’ • We built a beautiful application on Facebook to engage with the audience on ‘Mom & Me’ and the campaign was a huge success!02 Mahindra Mom & Me Facebook Case Study
  3. 3. Strategy and Approach • Since we wanted every young mom to take part in the contest, we had 2 phases of the contest. • In the first phase, any parent can enter into the contest by uploading 3 images of them with their kid and answer a simple question. • In the second phase, we had shortlisted top 5 entries and opened up for voting, the winners were selected based on the number of votes and also were decided by the list of panelists. • We used the Facebook application platform and the Facebook Ads platform to reach the right audience and achieve the desired results.03 Mahindra Mom & Me Facebook Case Study
  4. 4. Whats Your Story - Landing Page Game - Landing page Once the user lands on the page, they had to ‘LIKE’ the page to enter into the contest and take part. It’s mandatory to like the page to proceed to the next step.04 Mahindra Mom & Me Facebook Case Study
  5. 5. Whats Your Story - Contest Page Rules After ‘LIKING’ the page, the user can either take part by clicking on the participate or just view entries. Terms & Conditions were also given here. When a user clicked on Participate, the app took permission from the user.05 Mahindra Mom & Me Facebook Case Study
  6. 6. Whats Your Story - Allow App Page Allow App Clicking on the ‘Participate’ will ask the fan to ‘allow’ the app on Facebook page. Next, the permissions will be taken where the user’s email id will be captured.06 Mahindra Mom & Me Facebook Case Study
  7. 7. Whats Your Story - Participate Page Participating Clicking on the participate page takes them to this page where they had to answer a question. After answering, they can upload their 3 pictures and submit their details to be eligible to win the contest.07 Mahindra Mom & Me Facebook Case Study
  8. 8. Whats Your Story - Contact Page Contact Details This is the final step to complete the contest. The user has to fill in their contact details. Clicking submit made them eligible for the contest.08 Mahindra Mom & Me Facebook Case Study
  9. 9. Whats Your Story - View Entries Page View Entries A user could browse through and view entries to all the participants. They can click on any to read more and view all the uploaded pictures as well. Entries could Liked and Shared as well.09 Mahindra Mom & Me Facebook Case Study
  10. 10. Whats Your Story - Voting Phase Voting Phase! These were the top 5 shortlisted entries from all the entries received. There was an intense contest between the 1st and the 2nd person and the response during the voting phase was tremendous.10 Mahindra Mom & Me Facebook Case Study
  11. 11. Promoting on the Mom & Me Page Promoting The Contest on the Page The contest was also extensively promoted on the page and the response was tremendous! This post for example had 410 likes and 14 shares! One more screenshot shared in the next slide.11 Mahindra Mom & Me Facebook Case Study
  12. 12. Promoting on the Mom & Me Page12 Mahindra Mom & Me Facebook Case Study
  13. 13. Response for the Contest on the Page13 Mahindra Mom & Me Facebook Case Study
  14. 14. Facebook Ads and Results of the campaign • Besides engaging the existing audience of Mom & Me, we also wanted to reach a new audience via highly targeted Facebook ads. We used targeted Facebook ads in a very well manner with many targeting criteria to reach the right untapped audience. • Targeting was done based on the following: • First only in cities where Mom & Me had its presence. • Only women were targeted of a certain age group. • Other demographic and location profiling were also done when ads were shown. RESULTS • The Mom & Me contest was live on the Facebook page and ran for a period of 1 month. • During the one month period, the response was overwhelming, on all parameters, the campaign was a success. The final winner was featured on the cover of “Mothers World magazine”14 Mahindra Mom & Me Facebook Case Study
  15. 15. Thank You! For more details regarding Mom & Me’s What’s your Story Campaign, write to us at contact@alivenow.in with your queries. Visit us at www.alivenow.in to learn more.15 Mahindra Mom & Me Facebook Case Study

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