A case study on a campaign carried out on Facebook and Twitter for the event Groove Temple Live in Goa 2013

1. SOCIAL MEDIA CAMPAIGN
CASE STUDY
GROOVE TEMPLE LIVE IN GOA 2013
12th DEC 2012 – 6th JAN 2013

2. 2/17
EVENT PARTNERS
• VH1
• ROLLING STONE
• FURTADOS
• ARTISTALOUD.COM
• EVENT FAQS
• APWIG

3. 3/17
ABOUT GROOVE TEMPLE LIVE
• Pioneered by the CEO of Groove Temple, Kaveer Shahani
and the fusion music maestros, Talvin Singh and Prem
Joshua
• Event held on 3rd – 4th January 2013 at Hill top, Vagator, Goa
• The genre of music performed in this event is Independent
fusion music
• Groove Temple seeks to encourage those who play traditional
instruments

4. 4/17
OBJECTIVES
• To spread awareness about Groove Temple Live in Goa
held on 3rd and 4th January 2013
• To ensure footfall at the event
• To popularize the genre of Independent Fusion music
• To encourage musicians who play traditional Indian
instruments such as nagara, khimaycha, khartal, etc.

5. 5/17
OFFICIAL LINKS
http://www.groovetemple.com
http://twitter.com/Groove_Temple
http://www.facebook.com/GrooveTempleLive

6. 6/17
CAMPAIGN STRATEGY
• Created a database of each artiste’s fans on social media
and reached out to them at an individual level about
Groove Temple Live
• Important quotes by the performing artistes:
Everything that the artistes have to say regarding Independent Fusion
Music were converted to Photo posts in order to encourage fans to
share it on their respective timelines for increased visibility
• Are you ready?
These posts were a collage of images of the artistes engrossed in
their passion which was posted in the afternoon of each day, a few
hours before the event began thus creating an excitement regarding
what to expect in the evening

7. 7/17
• ‘Did you know’ series on some exciting facts about the
artistes
• ‘Meet the musician’ series in order to introduce the
different artistes to the fans
• ’16 Reasons’ on why one should attend Groove Temple Live
in Goa 2013
• Created a Facebook event so that people could
RSVP and interact with other fans attending the event
• Hunt for the ‘Official Photographer’

8. 8/17
• Created #GrooveTempleLive hashtag on Twitter
• Music influencers were followed and requested to
follow back and tweet about Groove Temple Live
• Held targeted contests for each artiste to create
engagement with fans on social media
• Uploaded exclusive behind-the-scenes images during
sound-check to build excitement for the event
• Feedback from fans and critics were converted to
picture posts to thank everyone for making the event
possible

9. 9/17
CAMPAIGN STATISTICS
FACEBOOK DATA
401 LIKES
1600
1386 PEOPLE
1400 TALKING ABOUT THIS
1200
1000
800 People Talking About This The
number of people sharing
600
stories about the page. (Unique
400
Users)
200
0
12-24-12
1-1-13
1-3-13
1-5-13
12-10-12
12-12-12
12-14-12
12-16-12
12-18-12
12-20-12
12-22-12
12-26-12
12-28-12
12-30-12

10. 10/17
FACEBOOK REACH
35000
32,290 PEOPLE
30000 REACHED
WITHIN 24 DAYS
25000
20000
Weekly Total reach The
number of people who
15000 have seen any content
associated with your Page.
10000 (Unique Users)
5000
0
12-20-12
1-1-13
1-3-13
1-5-13
12-10-12
12-12-12
12-14-12
12-16-12
12-18-12
12-22-12
12-24-12
12-26-12
12-28-12
12-30-12

11. 11/17
GLIMPSES – FACEBOOK PAGE

12. 12/17

13. 13/17

14. 14/17
TWITTER STATISTICS
564 Tweets
26 favourited 89 mentions!
tweets
146 retweets

15. 15/17
FANS AND INTERACTIONS - TWITTER

16. VIRAL
16/17
66 Likes
24 Shares
65 Likes
441 Likes
91 Shares
46 Comments

17. 17/17