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Digital Marketing Case Study: SulaFest 2016

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MindShift Interactive managed the Digital mandate for #SulaFest 2016, helping increase awareness and buzz for the campaign across Facebook, Twitter, YouTube, Instagram and Snapchat through media spends increasing visits to the website.

Read on as we showcase how each platform resulted in an ROI and the innovative use of technology, such as the Sula Drone helped increase excitement levels among the audiences.

Published in: Social Media

Digital Marketing Case Study: SulaFest 2016

  1. 1. SOCIAL MEDIA CAMPAIGN REPORTSOCIAL MEDIA CAMPAIGN REPORT 20162016
  2. 2. PROMOTION SCHEDULEPROMOTION SCHEDULE
  3. 3. PRE-EVENTPRE-EVENT PROMOTIONPROMOTION Oct 22nd – Feb 6th , 2016
  4. 4. The first phase of the teaser campaign began with #SaveTheDate announcements, which instantly created tremendous buzz on social media #SAVETHEDATE#SAVETHEDATE *The above posts was picked up by Campaign Asia as top engaging post of the week VIDEO Views: 2348 Interactions: 135 Outreach: 7,035 FACEBOOK ‘16 Total Posts: 6 Interactions: 916 Outreach: 24,329 TWITTER ‘16 Total Posts: 6 Interactions: 318 Outreach: 20,907 INSTAGRAM ‘16 Total Posts: 6 Interactions: 2360 Outreach: 5,539,134
  5. 5. We relived the excitement of SulaFest ‘15 through visuals and videos that got memories alive & excitement levels for 2016 soaring 2016 Interactions: 2629 Reach: 26,126 2015 Interactions: 402 Reach: 4,386 FLASHBACKFLASHBACK
  6. 6. • Invited: 35,247 • Interested: 3,735 • Going: 2,286 EVENT PAGE –EVENT PAGE – #SULAFEST’ 16#SULAFEST’ 16 The event served as a great platform to inform the guests about: - Main stage & Atmasphere line-up - Media Coverage - Travel and Accommodation - Website - Ticket details and exchanges - Video Bytes - Partner Promotion - Post Event Feedback
  7. 7. CONTENTCONTENT STRATEGYSTRATEGY Oct 19th – Feb 5th , 2016
  8. 8. • 21 artists participated in the event • Disclosed 1 band daily • Video content around each band was shared amongst Fans & Followers Total posts: 21 Interactions: 1,351 Outreach: 90,902 ARTIST ANNOUNCMENTSARTIST ANNOUNCMENTS
  9. 9. Total Posts: 4 Interactions: 3,851 Outreach: 38,137 TICKETS ATTICKETS AT BOOKMYSHOWBOOKMYSHOW
  10. 10. Artists shared their excitement about performing at #SulaFest ‘15 ARTIST TEASERVIDEOSARTIST TEASERVIDEOS Total Posts: 7 Interactions: 478 Views: 71,099 Outreach: 215,084
  11. 11. Total Posts: 10 Interactions: 398 Outreach: 36230 10 DAY COUNTDOWN10 DAY COUNTDOWN Artists joined in the countdown to #SulaFest ‘16 in their own creative ways!
  12. 12. CONTESTSCONTESTS Oct 19th – Feb 6th , 2016
  13. 13. Total Entries: 142 Interactions: 564 Outreach: 3471 FACEBOOK CONTEST - 1FACEBOOK CONTEST - 1 I’m excited for #SulaFest because____.I’m excited for #SulaFest because____.
  14. 14. Total Entries: 52 Interactions: 190 Outreach: 3193 FACEBOOK CONTEST - I1FACEBOOK CONTEST - I1 Your #SulaFest ‘16 ClanYour #SulaFest ‘16 Clan
  15. 15. TWITTER CONTEST - 1:TWITTER CONTEST - 1: #SulaFest ’16 Quiz#SulaFest ’16 Quiz
  16. 16. TWITTER CONTEST - 1:TWITTER CONTEST - 1: #SulaFest ’16 Quiz#SulaFest ’16 Quiz Posts 2,751 Users 205 Reach 7,32,958 Impressions 63,82,037 #SulaFest trended in Mumbai for a period of over 2 hours on twitter!
  17. 17. TWITTER CONTEST - IITWITTER CONTEST - II Excuses for #SulaFest ‘16Excuses for #SulaFest ‘16 Posts 1,040 Users 173 Reach 12,95,796 Impressions 33,09,013 *Conducted to create buzz just a few days before the festival
  18. 18. TWITTER CONTEST - IIITWITTER CONTEST - III I’m excited for #SulaFest because ________.I’m excited for #SulaFest because ________. Posts 652 Users 137 Reach 6,96,355 Impressions 20,49,686 *Got picked up by Campaign Asia as the most engaging tweet of the week
  19. 19. Total Entries: 100 Interactions: 285 Outreach: 11,04,469 INSTAGRAM CONTEST -1INSTAGRAM CONTEST -1 Caption This!Caption This! We asked followers to give us the best caption for an image from #SulaFest ‘15
  20. 20. Total Entries: 82 Interactions: 261 Outreach: 12,48,463 INSTAGRAM CONTEST -I1INSTAGRAM CONTEST -I1 Caption This!Caption This!
  21. 21. PROMOTIONSPROMOTIONS :: PARTNERS &PARTNERS & ASSOCIATESASSOCIATES
  22. 22. INDIVIDUAL PARTNERINDIVIDUAL PARTNER POSTS – By the BrandPOSTS – By the Brand
  23. 23. CHEERS TO ALLCHEERS TO ALL OUR PARTNERS – By the BrandOUR PARTNERS – By the Brand Official Partners Food & Beverage Partners
  24. 24. PARTNERS ANDPARTNERS AND ASSOCIATESASSOCIATES
  25. 25. VERO MODAVERO MODA #SulaFest Pre-party#SulaFest Pre-party VERO MODA joined the pre-buzz campaign and shared their excitement for #SulaFest ’16 and hosting pre-parties at their stores.
  26. 26. VERO MODAVERO MODA ContestsContests Total Posts: 1 Entries: 108 Shares: 46 Interactions: 6067 Myntra held a contest in association with VERO MODA - #BeMyDateForSulaFest
  27. 27. VERO MODAVERO MODA Curated LooksCurated Looks VERO MODA curated 12 different looks for #SulaFest ‘16 and shared across Facebook Total Posts: 12 Interactions: 29,729
  28. 28. LONDON DAIRYLONDON DAIRY TeasersTeasers Total Posts: 14 Interactions: 48,021
  29. 29. LONDON DAIRYLONDON DAIRY Facebook ContestFacebook Contest Total Posts: 1 Entries: 40 Interactions: 8800 London Dairy fans were asked to share their ‘Happy Moment’ and winners got passes to #SulaFest ‘16
  30. 30. MISS MALINIMISS MALINI ContestsContests Total Posts: 1 Entries: 80 Interactions: 461 Miss Malini held a contest asking users to share their best possible reasons to win passes to #SulaFest ‘16 Miss Malini held a twitter contest called #TriviaTuesday
  31. 31. FESTIVAL SHERPAFESTIVAL SHERPA EditorialEditorial Festival Sherpa shared a number of articles leading up to SulaFest in the form of editorials along with a #SulaFest contest on Twitter
  32. 32. #SULAFEST#SULAFEST TIPSTIPS
  33. 33. #SULAFEST TIPS#SULAFEST TIPS Particulars 2015 Total Posts 10 Interactions 1,697 Outreach 32,738
  34. 34. EVENTEVENT PROMOTIONPROMOTION Feb 6th – Feb 7th , 2016
  35. 35. LIVE COVERAGE -LIVE COVERAGE - FACEBOOKFACEBOOK We gave our fans & followers an insight into the live happenings at the venue Facebook Day 1 Posts 6 Interactions 1,314 Outreach 636,185
  36. 36. LIVE COVERAGE –LIVE COVERAGE – FACEBOOK EVENT PAGEFACEBOOK EVENT PAGE All posts were regularly shared on the Facebook event page where they received high interactions
  37. 37. LIVE COVERAGE -LIVE COVERAGE - TWITTERTWITTER Twitter had minute by minute updates from all areas of the fest using both Images and Videos – Flipagram, Hyperlapse and Slow-mo Twitter Day 1 Tweets 94 Interactions 415 Outreach 19,083,368
  38. 38. LIVE COVERAGE -LIVE COVERAGE - TWITTERTWITTER Mainstage and Atmasphere performances with the bands, crowd and drone were shared on Twitter
  39. 39. INFLUENCER OUTREACHINFLUENCER OUTREACH Regular interactions with Influencers – Media, Celebrities like Kim Sharma, Arjun Khanna and Bloggers like Miss Malini helped increase engagements
  40. 40. BACKSTAGE VIDEOSBACKSTAGE VIDEOS Backstage bytes from artists like The Cat Empire, Madboy/Mink, Raimund IMO, Balkan Beat Box, Dub Inc were shared moments before they went on stage! MADBOY/MINK Raimund IMO Balkan Beat Box Dub Inc. The Cat Empire
  41. 41. VERO MODAVERO MODA FASHION SHOWFASHION SHOW The VERO MODA Fashion Show featuring Anushka Manchanda was one of the highlights of Day 1
  42. 42. OTHER PARTNERSOTHER PARTNERS Regular Interactions with our partners – VERO MODA, London Dairy, Airtel Money & Food partners
  43. 43. LIVE COVERAGE -LIVE COVERAGE - INSTAGRAMINSTAGRAM Instagram remained as the most engaging platform for #SulaFest ’16! Instagram Day 1 Posts 17 Interactions 4,455 Outreach 21,262,393
  44. 44. INSTAVIDEOSINSTAVIDEOS Videos on Instagram remained as the go-to place for people who missed the fest to see the action as it happened!
  45. 45. INSTAVIDEOSINSTAVIDEOS (Hyperlapse)(Hyperlapse) A hyperlapse video that covered the journey of our very special #BrutTropicale to the #SulaFest Mainstage! Link: https://www.instagram.com/p/BBcD3UxMwQC/
  46. 46. Along with images and videos from the brand, we also saw a lot of UGC being posted on Instagram during the days of the event LIVE COVERAGE -LIVE COVERAGE - INSTAGRAMINSTAGRAM
  47. 47. SULA SELECTIONSSULA SELECTIONS AT #SULAFESTAT #SULAFEST Sula Vineyard’s export arm, Sula Selections was regularly sharing updates from their brands like Cointreau, Hardys, Asahi and Grants!
  48. 48. ATMASPHERE TRENDED!ATMASPHERE TRENDED! #Atmasphere trended on Twitter at the end of Day 1!
  49. 49. LIVE COVERAGE -LIVE COVERAGE - FACEBOOKFACEBOOK We gave our fans & followers an insight into the live happenings at the venue Facebook Day 2 Posts 8 Interactions 1,202 Outreach 814,510
  50. 50. LIVE COVERAGELIVE COVERAGE –– FACEBOOK EVENT PAGEFACEBOOK EVENT PAGE Exclusive videos from Kailash Kher’s Sound-check early in the morning to a teaser from the Drone were shared on the #SulaFest ‘16 Event Page
  51. 51. LIVE COVERAGE -LIVE COVERAGE - TWITTERTWITTER Twitter Day 2 Tweets 140 Interactions 452 Outreach 13,058,018 Each and every activity like the Tasting room, Photo- ops, Activity area, LIVE art etc. were all covered on twitter
  52. 52. LIVE COVERAGE -LIVE COVERAGE - TWITTERTWITTER Mainstage and Atmasphere performances with the bands, DJ’s, crowd and drone were shared on Twitter
  53. 53. LIVE COVERAGE -LIVE COVERAGE - INSTAGRAMINSTAGRAM Instagram had regular updates from all areas of the fest Instagram Day 2 Posts 34 Interactions 7,552 Outreach 37,012,638
  54. 54. BACKSTAGE VIDEOSBACKSTAGE VIDEOS Backstage updates from Kailash Kher, Edu Imbernon, Reggae Rajas, Bono Goldbaum were shared on both Twitter and Instagram Bono Goldbaum Made in Barcelona Kailash Kher Edu Imbernon Reggae Rajahs
  55. 55. INSTAVIDEOSINSTAVIDEOS Instagram videos continued to engage audiences with high interactions!
  56. 56. INSTAVIDEOSINSTAVIDEOS (Hyperlapse)(Hyperlapse) A hyperlapse video that covered the work in progress into the final piece of wine art! Link: https://www.instagram.com/p/BBe2PWmswdE/
  57. 57. SULA SELECTIONSSULA SELECTIONS AT #SULAFESTAT #SULAFEST Day 2 at Sula Selections covered influencer tasting activities and updates from the Grant’s Bar
  58. 58. OTHER PARTNERSOTHER PARTNERS Constant tweets about all our partners created great buzz and received great interactions
  59. 59. INFLUENCERS &VIPsINFLUENCERS &VIPs Influential people were constantly tagged and tweeted to during Day 2
  60. 60. VERO MODAVERO MODA AT #SULAFESTAT #SULAFEST VERO MODA’s attending bloggers created waves on social media 137 likes, 1 Comment 1272 likes, 7 Comments 1093 likes, 24 Comments 2 RTs, 8 Likes 4 RTs, 9 Likes
  61. 61. MISS MALINIMISS MALINI AT #SULAFESTAT #SULAFEST Miss Malini continued with extensive coverage on Day 2 1k likes, 4 Comments 700 likes, 3 Comments1.8k likes, 18 Comments 8 RTs, 46 Likes 6 RTs, 42 Likes 5 RTs 27 Likes
  62. 62. SNAPCHAT OFFICERSNAPCHAT OFFICER Miss MaliniMiss Malini - Miss Malini covered the entire festival on her snapchat with more than 22 snaps from her personal account and Team Miss Malini’s account - Peak viewership hit more than 6000+ unique impressions - A new and upcoming platform that #SulaFest used during this campaign
  63. 63. LONDON DAIRYLONDON DAIRY AT #SULAFESTAT #SULAFEST Offline to Online activities and on-ground contests worked well for London Dairy
  64. 64. FESTIVAL SHERPAFESTIVAL SHERPA AT #SULAFESTAT #SULAFEST Festival Sherpa shared live updates about the #SulaFest experience
  65. 65. BANGIN BEATSBANGIN BEATS AT #SULAFESTAT #SULAFEST Bangin Beats posted pictures and covered the event extensively.
  66. 66. #FAME#FAME AT #SULAFESTAT #SULAFEST #FAME held LIVE beams on both the days with their #FAME stars. These updates received very high engagements 10.4k likes, 14 Comments, 2 Shares 6.4k likes, 20 Comments, 11 Shares
  67. 67. LETS CAMP OUTLETS CAMP OUT AT #SULAFESTAT #SULAFEST Our Camping Partners joined the LIVE Coverage with updates from the Tent City
  68. 68. VOGUE &VERVEVOGUE &VERVE AT #SULAFESTAT #SULAFEST Fashion Magazines Vogue & Verve also shared updates from the 2 days of the fest 3.9k likes, 79 Comments 40 likes
  69. 69. LIVE GRATIFICATIONSLIVE GRATIFICATIONS @Sula_Vineyards and many partners – London Dairy, Airtel Money, Miss Malini etc. held LIVE contests from the vineyards on both the days
  70. 70. REAL-TIME RESPONSESREAL-TIME RESPONSES All queries & feedback – both negative and postive, were responded to in real-time, especially on the #SulaFest Event Page to ensure all festgoers had a great, hassle-free experience!
  71. 71. POST-EVENTPOST-EVENT COVERAGECOVERAGE Feb 8th – Feb 14th 2016
  72. 72. CLOSING POST –CLOSING POST – THANKYOU ALLTHANKYOU ALL 336 likes, 32 Comments, 23 Shares 388 likes, 11 Comments 7 RTs, 8 Likes
  73. 73. #SULAFEST ’16 THROWBACK#SULAFEST ’16 THROWBACK • Facebook Album with all the celebs, bloggers, performers & friends • Posts thanking fans for their love & support • Responses to all comments & reviews • Posting Blogs, Press Coverage • Videos of all the activities • Reach: 20,000+ • Interactions: 1700+
  74. 74. TOP INFLUENCERSTOP INFLUENCERS Name Tweets Reach Engagement MissMalini (@MissMalini) 45 1,470,759 32683.53 Kailash Kher (@kailashkher) 19 745,726 39248.74 VERO MODA India (@veromodaindia) 119 32,807 275.69 Just Nashik (@justnashik) 188 16,025 85.24 Fox Life (@FoxLifeIndia) 6 137,490 22915.00 VOGUE India (@VOGUEIndia) 2 390,905 195452.50 Pepsi MTV Indies (@pepsimtvindies) 3 194,710 64903.33 Festival Sherpa (@FestivalSherpa) 37 29,557 798.84 BookMyShow (@bookmyshow) 3 228,050 76016.67 Nikkhil Advani (@nikkhiladvani) 2 258,824 129412.00 Alnoor Kotadia (@alnoorkotadia) 5 41,606 8321.20 Tarun Wadhwani (@tarunwadhwani92) 15 13,483 898.87 Akanksha Redhu (@akanksharedhu) 16 10,709 669.31 Colors Infinity (@colors_infinity) 4 20,597 5149.25 GQ India (@gqindia) 2 165,315 82657.50 Banging Beats (@TheBangingBeats) 31 9,262 298.77 nashik electronica (@electronic0253) 149 1,250 8.39 Team MissMalini (@teammissmalini) 15 11,663 777.53 #fame (@liveonfame) 2 68,179 34089.50 THE Music Essentials (@themusicess) 52 2,017 38.79
  75. 75. Platform Metrics Pre Event During Event Post Event Overall Facebook Total Fans 61,109 71,062 71,754 71,754 Fan Growth 9,527 426 692 10,645 Posts 97 14 7 118 Interactions 25,803 2,511 550 28,864 Outreach 5,424,671 1,450,695 1,909,335 8,784,701 Twitter Total Followers 7,573 8,229 8,347 8,347 Follower Growth 638 51 85 774 Tweets 525 234 12 771 Interactions 5,545 887 151 6,583 Outreach 28,670,991 32,162,568 4,564,875 65,398,434 Instagram Total Followers 7,111 12,143 12,640 12,640 Follower Growth 3,458 1,574 497 5,529 Posts 53 51 5 109 Interactions 11,832 12,007 1,808 25,647 Outreach 57,696,171 58,275,031 6,380,850 122,352,052 YouTube Views 15,463 148 104 15,715 Videos 7 - - 7 CAMPAIGN SUMMARYCAMPAIGN SUMMARY
  76. 76. • Instagram was the highlight account with an organic growth of 2,675 fans • Over 4000 images from #SulaFest ‘16 were shared on Instagram by our festgoers & partners • Miss Malini’s consistent coverage on both the days + pre-event added a massive outreach to the campaign • Facebook outreach doubled this year (Up by 4M) with most engagement during the pre-buzz part of the campaign • Atmasphere emerged as one of the highlights from the fest, with a lot of users sharing content from the stage • Twitter outreach increased by 30M this year. Joint activities with all the partners and an increased coverage this year during the fest contributed to such a high rise HIGHLIGHTSHIGHLIGHTS

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