Knowledge Magazine India Case Study

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At a stage when Facebook algorithms were going through a drastic change, brand pages were struggling with a drop in their reach and engagement.
Through these times the Facebook page of Knowledge Magazine India remained unaffected. In fact, they not only grew by approximately 80,000 fans on a month-on-month basis and achieved this organically!
The creative content on the Knowledge Magazine India Facebook page received a drastic makeover.
Here is a case study detailing out the performance of Knowledge Magazine India on Facebook including innovative content from the successful #30ThingsINeverKnew campaign.

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Knowledge Magazine India Case Study

  1. 1. GOT YOU CRAVING FOR MORE TRIVIA?
  2. 2. has got 6,11,955 curious minds on their Facebook page addicted too!
  3. 3. BBC Knowledge is a magazine for young inquisitive minds where well-researched, handpicked stories are matched with arresting visuals and graphics to cover subjects related to science, history and nature
  4. 4. With its unique content and style, BBC Knowledge holds the key to the mysteries of the world. Follow Knowledge Magazine India on Facebook and embark on fun- filled learning adventures
  5. 5. THE AIM
  6. 6. • Spread brand awareness through the BBC Knowledge Facebook page • Drive engagement via the digital platform • Attract online subscriptions The main objectives of Knowledge Magazine are:
  7. 7. Content Makeover After considerable amount of research, it was realized that the potential for the content on the page was much more. So the most popular topics on the internet were found and it was decided to incorporate them into the content. Several new interesting and interactive pegs were introduced. #Who said it With this peg, quotes were posted & people were asked to guess the name of the person who said it. #ThisIsCreativity There are a lot of creative things on the Internet. With this peg, the most buzz worthy things were found & shared with the fans. #WordOfTheWeek Introducing fun new words & share them with the fans. #GuessTheCountry The names of countries were jumbled & people were asked to guess the correct answer
  8. 8. • Creatives were made to look more fun and interesting by using brighter colours • Incorporating the facts on the creatives instead of in the wall copy worked well • #30ThingsINeverKnew Campaign made the page more fun and appealing to the target audience i.e. 13 – 17 • Use of illustrations for the #30ThingsINeverKnew campaign gave it a fun, cool look and the creatives were extremely shareable Content Makeover
  9. 9. 359727 432364 515775 603,648 50000 150000 250000 350000 450000 550000 650000 January February March April What makes these metrics special is that the Facebook page survives organically Month on Month growth in total fan base
  10. 10. 19,800 31,200 36,889 33,109 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 January Febraury March April As the new fans poured in the existing ones continued to be engaged on the Facebook page A steady growth in the People Talking About Us
  11. 11. SOME OF THE BEST PERFORMING POSTS
  12. 12. 3,803 Likes 111 Comments 1,081 Shares Content peg - #ThisIsCreativity
  13. 13. 1,438Likes 34 Comments 369 Shares Post for Women’s Day
  14. 14. 1,228Likes 44 Comments 556 Shares Post for Earth Hour
  15. 15. 1,088Likes 25 Comments 339 Shares Post for International Day Of Happiness
  16. 16. 1,108 Likes 43 comments 181 Shares Content peg – #WhoSaidIt
  17. 17. 1,014 Likes 33 Comments 316 Shares Content peg – #DidYouKnow
  18. 18. A SUCCESSFUL CAMPAIGN
  19. 19. Fans were enticed with 30 fun facts that they just couldn’t get enough of!
  20. 20. Some of the intriguing creatives posted on the Facebook page
  21. 21. Involving the fans Creatives encouraging fans to take the challenge & up their knowledge quotient. Creatives on How to participate in the contest.
  22. 22. Contest Highlights 3000+ photo entries 6000+ text entries 94,736 Facebook fans 1 National Trend 361 Twitter followers Positive feedback for the overall campaign
  23. 23. And the magazine featured the campaign too!
  24. 24. #30ThingsINeverKnew Emailer
  25. 25. Top 5 creatives 669 likes 125 shares 36 comments
  26. 26. 625 likes 72 shares 83 comments
  27. 27. 602 likes 119 shares 20 comments
  28. 28. 534 likes 67 shares 40 comments
  29. 29. User Generated Content created from the best entries
  30. 30. Campaign Success Trended no. 4 in India & several other cities 3000+ photo entries, 6000+ text entries Twitter follower base increased by 361 followers 31,651 PTA on Facebook The potential reach on Twitter - 6,89,113 24 Influencers participated in the contest
  31. 31. Follow us to get addicted: /knowledgemagazineindia @KnowledgeMagIND @KnowledgeMagInd

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