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JW Marriott Mumbai Sahar Social Media Campaign Report

JW Marriott Mumbai Sahar partnered with MindShift Interactive in order to discover the lost flavors from the Konkan coast through #JWSaharGoesKonkan. The aim of the campaign was to discover the lost flavors and delicacies from the Konkan coast. A digital story was created with a trip to the Konkan coasts with Chefs, bloggers and the MindShift team, exploring new experiences. With live engagements across Twitter, Instagram and Facebook capturing the unique regional flavors of Kokanastha Brahmin cuisine and building excitement through all, we explored videos, boomerang's and interesting influencer-curated content, through #JWSaharGoesKonkan. The end result was evident with bloggers and guests alike coming to JW Cafe to experience the goodness of the cuisine.

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JW Marriott Mumbai Sahar Social Media Campaign Report

  1. 1. #JWSaharGoesKonkan 14th April – 15th May 2016
  2. 2. ObjectiveObjective • To explore the Konkan region with the Chefs’ team, food bloggers and bring back their kitchen secrets to JW Café • To share with our guests the unique regional flavors of Kokanastha Brahmin cuisine at JW Café
  3. 3. Overall Campaign OutreachOverall Campaign Outreach
  4. 4. Campaign LayoutCampaign Layout
  5. 5. PHASE 1PHASE 1 JW Marriott Sahar along with 3 food bloggers took a 2 day trip to the little unexplored Konkan coast of Maharashtra - cooking, eating and staying with the Kokanastha Brahmin community.
  6. 6. #JWSaharGoesKonkan Live Coverage Through the Konkan region #JWSaharGoesKonkan Live Coverage Through the Konkan region Total Posts: 6 Interactions: 997 Outreach: 39,217
  7. 7. #JWSaharGoesKonkan Live Coverage Through the Konkan region #JWSaharGoesKonkan Live Coverage Through the Konkan region
  8. 8. Total Posts: 31 Interactions: 439 Outreach: 7,347 #JWSaharGoesKonkan Live Coverage Through the Konkan region #JWSaharGoesKonkan Live Coverage Through the Konkan region
  9. 9. #JWSaharGoesKonkan Live Coverage Through the Konkan region #JWSaharGoesKonkan Live Coverage Through the Konkan region
  10. 10. #JWSaharGoesKonkan Live Coverage Through the Konkan region #JWSaharGoesKonkan Live Coverage Through the Konkan region
  11. 11. Total Posts: 9 Interactions: 2,975 Outreach: 11,12,400 #JWSaharGoesKonkan Live Coverage Through the Konkan region #JWSaharGoesKonkan Live Coverage Through the Konkan region
  12. 12. #JWSaharGoesKonkan Live Coverage Through the Konkan region #JWSaharGoesKonkan Live Coverage Through the Konkan region
  13. 13. The Bloggers who came with usThe Bloggers who came with us She is curious about food & believes that there’s a story behind every dish. She loves to find out and write about the cuisines from different regions & communities of India. Presently, she is working as a Features Editor with Burrp and finding new & exciting places to eat at in Mumbai. She blogs at www.foodchants.com
  14. 14. She always loved experimenting, trying out dishes & ingredients & make a fusion of dishes or cuisines & that's how ‘A Perfect Fusion’ came to life. She also recently finished Diploma courses in both Culinary & Bakery from IHM, Mumbai. She blogs at www.aperfectfusion.blogspot.in The Bloggers who came with usThe Bloggers who came with us
  15. 15. Her love for food started when she started living in other cities & travelling to even more cities, she came across new flavours and ingredients. She loves to cook simple food with bold flavors, occasionally experiments with baking & a huge fan of that newfangled school of cooking called Molecular Gastronomy. She blogs at www.bombayfoodie.com The Bloggers who came with usThe Bloggers who came with us
  16. 16. Blogger Facebook PostsBlogger Facebook Posts
  17. 17. Blogger TweetsBlogger Tweets
  18. 18. Blogger Instagram PostsBlogger Instagram Posts
  19. 19. PHASE 2PHASE 2 Post the trip to the Konkan coast, a week long food festival celebrating the Kokanastha Brahim cuisine was hosted at JW Café
  20. 20. Throwback to the Konkan tripThrowback to the Konkan trip Total Posts: 11 Interactions: 39880 Outreach: 945
  21. 21. Videos from the tripVideos from the trip The first video covering the entire journey got almost 5,000 views on Facebook
  22. 22. The second video explored the finer details of the visit to Diveagar garnered over 5,500 views on Facebook Videos from the tripVideos from the trip
  23. 23. #‎JWSaharGoesKonkan Trip Posts#‎JWSaharGoesKonkan Trip Posts
  24. 24. #‎JWSaharGoesKonkan Event Page#‎JWSaharGoesKonkan Event Page
  25. 25. #‎JWSaharGoesKonkan Promotion Posts#‎JWSaharGoesKonkan Promotion Posts
  26. 26. #‎JWSaharGoesKonkan Offline Integration#‎JWSaharGoesKonkan Offline Integration Guests were encouraged to tweet and post updates on Instagram and Facebook through offline posters
  27. 27. PHASE 3PHASE 3 Live Twitter Chat with our Executive Chef Vishal Atreya
  28. 28. #‎JWSaharGoesKonkan Promotion Posts#‎JWSaharGoesKonkan Promotion Posts Total Reach: 455
  29. 29. Participant Tweets Twitterati shared questions about Kokanastha Brahim cuisine Participant Tweets Twitterati shared questions about Kokanastha Brahim cuisine
  30. 30. Brand Tweets Executive ChefVishal Atreya took over our Twitter handle and addressed all the queries in real time Brand Tweets Executive ChefVishal Atreya took over our Twitter handle and addressed all the queries in real time
  31. 31. The activity witnessed its highest activity on May 5 Twitter Activity AnalysisTwitter Activity Analysis
  32. 32. Interaction DistributionInteraction Distribution
  33. 33. Top ContributorsTop Contributors
  34. 34. Buzz WordsBuzz Words
  35. 35. Thank YouThank You www.mindshiftinteractive.com

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