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JW Marriott Juhu Michelin Pop Up Social Media Case Study – November 2015

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Continuing to deliver on our promise to be the Home of Michelin Chefs in India, JW Marriott Juhu hosted the second edition of the extravagant ‪#‎JWJuhuMichelinPopup featuring Three-Michelin Star Chef, Alvin Leung! With a uniquely crafted 6-course gastronomical fare, the ‘Demon Chef’ gave Mumbai a taste of X-treme Chinese!

Here’s the digital story that we built through MindShift Interactive

Published in: Food
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JW Marriott Juhu Michelin Pop Up Social Media Case Study – November 2015

  1. 1. #JWJuhuMichelinPopup Digital Activity Report November 2015
  2. 2. #JWJuhuMichelinPopup Continuing to deliver on our promise to be the Home of MichelinChefs in India, JW Marriott Juhu hosted the second edition of the extravagant #JWJuhuMichelinPopup featuringThree-Michelin StarChef, Alvin Leung!With a uniquely crafted 6-course gastronomical fare, the ‘Demon Chef’ gave Mumbai a taste of X-treme Chinese! Here’s the digital story…
  3. 3. INSIGHTCHALLENGE • To re-introduce the Michelin popup concept to the users • To spread awareness about the Demon Chef and his X-Treme Chinese cuisine • To lead the users to make bookings for the event • To reflect the luxurious and world-class image of Michelin in all our content and imagery SOLUTION Insightful Digital Outreach • We had successfully introduced the concept of Michelin in the 1st leg of the popup.We now had to build user connect with the Chef and his cuisine • Maintaining consistency in the content while not being repetitive was necessary as we only had one Chef to talk about. • Pre-event buzz was generated with teasers, flipagram contests to guess who the chef is, videos etc. • We built a strong connect viewer with the Chef through great content about his background, cooking style etc. • Hosted informative contests onTwitter and Facebook to keep the engagements up • Booking links went up in every post leading users to make bookings.
  4. 4. Total Tweets 189 Twitter Interactions 2069 Twitter Follower Growth 101 Total Facebook Posts 29 Facebook Interactions 6428 Facebook Fan Growth 987 Total Instagram Posts 21 Instagram Interactions 1185 Instagram Follower Growth 357 Overall Campaign Summary Twitter Engagement Ratio 55.26% Facebook Engagement Ratio 10.21% Instagram Engagement Ratio 32.68%
  5. 5. Overall Campaign Outreach Twitter Outreach 6,667,602 Facebook Outreach 3,348,790 Instagram Outreach 10,281,600 Total Outreach 20,297,992 Total Outreach for #JWJuhuMichelinPopup November = 18 Million+ Total Outreach for #JWJuhuMichelinPopup November = 20 Million+ Surpassed the overall outreach by 2 Million
  6. 6. PHASE 1 Pre-event Buzz
  7. 7. Introducing the concept In order to build and increase buzz around the city’s premier Michelin popup dining concept, our first challenge was to introduce our idea to the users. We began interacting with our users asking them to guess what we had in store for them!We gave out interesting facts and thereby spread event-related awareness and excitement.
  8. 8. Teaser Creatives
  9. 9. UnveilingThe Hashtag- Facebook
  10. 10. Teaser Contest We introduced a contest to encourage users to guess which Chef was coming for the popup!
  11. 11. IntroducingThe Chef
  12. 12. Engaging Pre-eventVideos
  13. 13. Promoting our Partners
  14. 14. Promoting Chefs Preparations
  15. 15. Michelin + Website Awareness
  16. 16. Pre-event Contest - Facebook
  17. 17. Pre-Buzz Contests Likes: 40 Comments: 20 Shares: 3 Total Interactions: 63 Total Reach: 10,172 Likes: 529 Comments: 50 Shares: 21 Total Interactions: 600 Total Reach: 8,362
  18. 18. Pre-event Contest - Twitter
  19. 19. #JWJuhuMichelinPopup Contest Objectives of the contest: •To spread awareness about the hashtag #JWJuhuMichelinPopup •To increase the interactions on our page •To spread the word by getting as many people on the page as possible •To give out necessary information about the event •To increase followers
  20. 20. Contest Statistics TotalTweets = 592 Total contributors = 103 Total Reach = 1,006,311 Total Outreach = 1,683,717
  21. 21. SampleTweets Received
  22. 22. KeyWords
  23. 23. Trend The hashtag trended in Mumbai!
  24. 24. PHASE 2 The Event Begins!
  25. 25. Event Promotions
  26. 26. Media Coverage Promotion CNNIBNVideo GQ India Mid-Day
  27. 27. Videos + Updates with Booking Links
  28. 28. X-treme Contest - Facebook
  29. 29. Contest Statistics Total Interactions: 370 Total Reach: 5,820
  30. 30. X-treme Contest - Twitter
  31. 31. Contest Statistics TotalTweets = 329 Total contributors = 61 Total Reach = 997,918 Total Outreach = 2,637,656
  32. 32. Sample Entries Received
  33. 33. KeyWords
  34. 34. Top Participants
  35. 35. X-treme Contest - Instagram
  36. 36. Contest Statistics Total Interactions: 39
  37. 37. OVERALL STATISTICS 1. FACEBOOK
  38. 38. #JWJuhuMichelinPopup Total No. of posts 29 Total Likes 6101 Total Comments 118 Total Shares 209 = Total Interactions 6428 Engagement Ratio 10.21% Total Reach 212368
  39. 39. OVERALL STATISTICS 2. TWITTER
  40. 40. Twitter Statistics Total no. of Tweets 189 Total No. of hashtag Interactions 2069 Total Contributors 193 Engagement Ratio 55.26% Total Reach 2,424,793 Total Outreach / Impressions 6,667,602
  41. 41. Tweet Statistics Highest number ofTweets received on 23rd November = 362Tweets
  42. 42. Top Participants
  43. 43. Key Users who mentioned us
  44. 44. Key Mentions
  45. 45. OVERALL STATISTICS 3. INSTAGRAM
  46. 46. Instagram Coverage Teaser Images Misc Images
  47. 47. Instagram Statistics Total No. of Updates 21 Total Likes 1069 Total Comments 61 Total Interactions 1185 Engagement Ratio 32.68% Total Outreach 10,281,600
  48. 48. #JWJuhuMichelinPopup Uploads
  49. 49. PHASE 3 Post Event Coverage
  50. 50. Post-Event Album Summary Total Interactions:129 Likes:124 Comments: 3 Shares: 2
  51. 51. Post-EventVideo Total Interactions:139 Likes:109 Shares: 30 Total Reach: 17707 TotalViews: 5700+
  52. 52. OUTCOME • We successfully managed to re-create the buzz around the hashtag #JWJuhuMichelinPopup and thereby sustain JW Marriott Juhu’s positioning of the property that hosts Michelin star Chefs. • We gave out interesting facts around Chef Alvin’s unique X-Treme Chinese cuisine with exciting video & visual content • We linked back all content to the booking website thereby encouraging users to reserve tables for the event
  53. 53. OUTCOME • We hosted pre-event and during-event contests which helped sustain the buzz throughout the event period • The engagement ratios across all platforms was great (Twitter = 55.26% | Facebook = 10.21% | Instagram = 32.68%) • The hashtag trended in Mumbai • We received mentions from key food and lifestyle influencers
  54. 54. Media Report
  55. 55. Summary Facebook & Google were the two platforms selected to create awareness, boost engagements & direct interested consumers to the bookings page via Paid media As Google allows advertisers to target ads to theTG consuming data on various websites online,Google Display Banner was selected. Facebook ads helps boost social media presence of campaign and to reach to consumers online, it was used as an ad platform for the campaign.
  56. 56. Achievements of the Campaign Google: Over achieved Clicks to website by 10% (891) Campaign Impressions 17,34,731 Facebook: Website Click Ads: Over achieved clicks by 26% (1,200) Over achieved website clicks by 2.8% (95) Promoted Posts: Over achieved Engagements, 4.5 times more than the KPI Clicks, 3.8 times more than the KPI (11,514) Over achieved Impressions by 6K
  57. 57. Approach on Google Objective: To reach to Fine dinning enthusiasts in Mumbai, spread awareness about Michelin Pop-up and lead the interested to the bookings page Approach: 50% of the Budget was allocated to Desktop users & 50% to Mobile users which was further divided into 3 Ad Groups Ad Group 1 – Targeted on the basis of Interests Ad Group 2 – Targeted on the basis of Topics Ad Group 3 – Targeted on the basis of Contextual Ad Group 4 – Targeted on the basis of Placements
  58. 58. Our Story on Google…
  59. 59. Approach on Google Results: Over achieved Clicks by 10% (891) Top 5 performing categories: Interests: Cooking Enthusiasts, Travel Buffs, Mobile Enthusiasts, Business professionals & Shoppers Topics: Hobbies & Leisure, Celebrities & Entertainment, Books & Literature, Food & Drink & Shopping Contextual: Hotels in Mumbai, best dining, Formal dining restaurant, Beach resort Mumbai, Beach resort Mumbai & Fine dining Placements: youtube.com, abplive.in, blogspot.in, zeetv.com, holidaytravel.co Particulars KPI Delivered Budget Spent 100,000 100,000 Clicks 8333 9224 CPC 18 10.84 CTR - 0.27% Impressions 1,851,851 1,890,448
  60. 60. Facebook Objective: To reach to Fine dinning enthusiasts in Mumbai, spread awareness about Michelin Pop-up, get people to engage with posts & lead the interested to the bookings page Approach: 40% of the Budget was allocated to promoted posts and 60% of the Budget was allocated to Website Click Ads which was further divided into 2 Ad Groups Ad Group 1 – Dinning Specific Targeting Ad Group 2 – Hotel Specific Targeting
  61. 61. Our Story on Facebook – Native
  62. 62. Our Story on Facebook – Carousel
  63. 63. Website Click Ads Website Click Ads 37% of the Budget was allocated towards Native Website Click Ads 63% of the Budget was allocated towards Carousel Ads Results Over achieved clicks by 3% 131 website visits came from Instagram & 4,402 from Facebook Carousel Ads performed better as compared to Native Website Click Ads Particulars Native Website Click Ads Carousel Ads Total Budget Allocated 11,233 18,767 30,000 Reach 65211 151875 217086 Clicks 1239 3294 4533 CPC 9.07 5.7 6.62 CTR 1.90% 2.17% 2.09% Website Clicks 758 2670 3428 Cost Per Website Clicks 14.82 7.03 8.75
  64. 64. Promoted Posts Promoted Posts Engagements: 23,005 (Over achieved, 3 times more than the KPI) Clicks: 5,714 Reach: 120,510 (Over achieved Impressions by 5%) Paid Reach
  65. 65. Top 3Video Promoted Posts
  66. 66. Top 3 Promoted Posts
  67. 67. Michelin April v/s Nov GDN – CTR was higher as compared to the April campaign - The campaign delivered similar website clicks performance as compared to the April campaign - Interests, Topics & Contextual targeting performed best in Nov Google Display Network April November Particulars Estimated Delivered Estimated Delivered Budget 100,000 100,000 100,000 100,000 Clicks 5,556 9,537 8,333 9,224 CTR 0.30% 0.27% 0.25% 0.49% CPC 18 10.49 12 10.84 Impressions 1,851,852 3,586,583 3,333,333 1,890,448
  68. 68. Michelin April v/s Nov FB Website: Delivered a higher reach as compared to April - Carousel Ad was the new ad type this month which performed better than Native Website Click Ads Facebook Website Click Ads April November Particulars Estimated Delivered Estimated Delivered Budget Allocated 36,000 36,000 30,000 30,000 Website Clicks 3,000 4,350 3,333 3,428 Cost Per Website Clicks 12 8.28 9 8.75 Impressions 150,000 133,837 111,111 217,086 Clicks 3,000 6,136 3,333 4,533 CPC 12 5.87 9 6.61 CTR 2.00% 4.58% 3.00% 2.09%
  69. 69. Michelin April v/s Nov FB Promoted Posts: Nov campaign delivered a CPE at 0.87 - Video promotions worked well to get the TG to engage with the campaign Facebook Promoted Posts April November Particulars Estimated Delivered Estimated Delivered Budget 24,000 24,000 20,000 20,000 Engagements 2,700 11,901 5,143 23,005 Clicks 3,000 14,514 5,714 8,100 CTR 2.00% 8.75% 5.00% 6.72% CPE 8 2.02 3.5 0.87 Reach 150,000 165,788 114,286 120,510
  70. 70. ThankYou!

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