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BANGALORE
LITERATURE
FESTIVAL
A
brand-comm
CASE STUDY
Campaign info
 Client / Brand

BLF | Campaign info
Campaign info
 Client / Brand
The 2013 edition of the Bangalore Literature Festival was held on 27, 28 and 29th September...
Campaign info
 Audience

BLF | Campaign info
Campaign info
 Audience
The target audience comprised book lovers of all ages. A highly literate crowd that was
comfortab...
Campaign info
 Online Platforms

BLF | Campaign info
Campaign info
 Online Platforms
Bangalore Literature Festival has had presence on Facebook and Twitter, in addition to ho...
Objective
 Pre-event

BLF | Objective
Objective
 Pre-event
Create excitement online to ensure high footfalls.

BLF | Objective
Objective
 Pre-event
Create excitement online to ensure high footfalls.
Communicate all relevant news in a timely, succin...
Objective
 Pre-event
Create excitement online to ensure high footfalls.
Communicate all relevant news in a timely, succin...
Objective
 During the event

BLF | Objective
Objective
 During the event
Live coverage of the event on our online channels.

BLF | Objective
Objective
 During the event
Live coverage of the event on our online channels.
Engage with the audience to amplify the bu...
Objective
 During the event
Live coverage of the event on our online channels.
Engage with the audience to amplify the bu...
Objective
 Post Event

BLF | Objective
Objective
 Post Event
Capture and compile all the media and public reactions to be used as a showcase and to pitch
to pot...
Objective
 Post Event
Capture and compile all the media and public reactions to be used as a showcase and to pitch
to pot...
The Challenge
Counter audience reaction to venue
being shifted to a new location.

BLF | The Challenge
The Challenge
Counter audience reaction to venue
being shifted to a new location.
Communicate all relevant information
abo...
The Challenge
Counter audience reaction to venue
being shifted to a new location.
Communicate all relevant information
abo...
Strategy
1

2

3

4

Approach: Capitalize on the fan-following of our
personalities to increase our community size.

(*dat...
Strategy
1

2

3

4

Approach: Capitalize on the fan-following of our
personalities to increase our community size.

Execu...
Strategy
1

2

3

4

Approach: Capitalize on the fan-following of our
personalities to increase our community size.

Execu...
Strategy
1

2

3

4

Approach: Created non-event specific
engagement on books and literature until the
press conference an...
Strategy
1

2

3

4

Approach: Created non-event specific
engagement on books and literature until the
press conference an...
Strategy
1

2

3

4

Approach: Created non-event specific
engagement on books and literature until the
press conference an...
Strategy
1

2

3

4

Approach: Created excitement to offset crowd
reaction related to shifting the venue to a new
location...
Strategy
1

2

3

4

Approach: Created excitement to offset crowd
reaction related to shifting the venue to a new
location...
Strategy
1

2

3

4

Approach: Created excitement to offset crowd
reaction related to shifting the venue to a new
location...
Strategy
1

2

3

4

Approach: Provide a fun, engaging persona to
the BlrLitFest online presence to encourage
conversation...
Strategy
1

2

3

4

Approach: Provide a fun, engaging persona to
the BlrLitFest online presence to encourage
conversation...
Strategy
1

2

3

4

Approach: Provide a fun, engaging persona to
the BlrLitFest online presence to encourage
conversation...
Creative Execution

BLF | Creative Execution
BLF | Execution – 15 reasons to visit Bangalore Literature Festival 2013
BLF | Execution – Personality showcase
BLF | Execution – Contest to crowd-source the names of the stages
BLF | Execution - Pandit Hariprasad Chaurasia live in concert
BLF | Execution – Newsletters sent out prior to each day of the festival
Outcome
 Captive audience
Blr Lit Fest 2012

Blr Lit Fest 2013

% increase*

28

440

1471 %

1800

3250

81 %

3487

602...
Outcome
 Captive audience
Blr Lit Fest 2012

Blr Lit Fest 2013

% increase*

28

440

1471 %

1800

3250

81 %

3487

602...
Outcome
 Number of people reached*
Blr Lit Fest 2013
1,701,399

*Aggregate reach based on mentions / retweets of @BlrLitF...
Outcome
 Number of people reached*
Blr Lit Fest 2013
367,880

*Sum of daily aggregate reach from 1st September 2013 to 10...
Outcome
 Relevant Links
Twitter :
http://www.twitter.com/BlrLitFest
Storify links:
http://storify.com/deepaksridhar/menti...
Client Testimonial
Our online engagement this year has been a key to our success and we hope to continue to
build on that ...
Contact Us
Hari Shenoy
hari@brand-comm.com
+91 988 607 5403

www.brand-comm.com
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brand-comm digital marketing case study: Bangalore Literature Festival

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brand-comm was the digital marketing partner for the recently concluded Bangalore Literature Festival. We were responsible for the Facebook, Twitter and direct email activity and campaigns for the second edition of the #BlrLitFest.

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brand-comm digital marketing case study: Bangalore Literature Festival

  1. 1. BANGALORE LITERATURE FESTIVAL A brand-comm CASE STUDY
  2. 2. Campaign info  Client / Brand BLF | Campaign info
  3. 3. Campaign info  Client / Brand The 2013 edition of the Bangalore Literature Festival was held on 27, 28 and 29th September at Velankani Tech Park in Electronics City. ThiskisktheksecondkeditionkofkthekfestivajkandkitkiskajreadykbeingkconsideredkaskIndia’sksecondklostk popular literature festival. BLF | Campaign info
  4. 4. Campaign info  Audience BLF | Campaign info
  5. 5. Campaign info  Audience The target audience comprised book lovers of all ages. A highly literate crowd that was comfortable with technology in general and the internet in particular. BLF | Campaign info
  6. 6. Campaign info  Online Platforms BLF | Campaign info
  7. 7. Campaign info  Online Platforms Bangalore Literature Festival has had presence on Facebook and Twitter, in addition to hosting a website that is updated to reflect festival information. brand-comm was given the mandate of handling the Facebook, Twitter and direct email channels. BLF | Campaign info
  8. 8. Objective  Pre-event BLF | Objective
  9. 9. Objective  Pre-event Create excitement online to ensure high footfalls. BLF | Objective
  10. 10. Objective  Pre-event Create excitement online to ensure high footfalls. Communicate all relevant news in a timely, succinct and engaging manner. BLF | Objective
  11. 11. Objective  Pre-event Create excitement online to ensure high footfalls. Communicate all relevant news in a timely, succinct and engaging manner. Troubleshoot and provide responses to queries regarding various aspects of the event (How to get there, event calendar, stall information, relevant links and so on). BLF | Objective
  12. 12. Objective  During the event BLF | Objective
  13. 13. Objective  During the event Live coverage of the event on our online channels. BLF | Objective
  14. 14. Objective  During the event Live coverage of the event on our online channels. Engage with the audience to amplify the buzz around the event, to attract visitors on the subsequent days of the event. BLF | Objective
  15. 15. Objective  During the event Live coverage of the event on our online channels. Engage with the audience to amplify the buzz around the event, to attract visitors on the subsequent days of the event. Troubleshooting and support. BLF | Objective
  16. 16. Objective  Post Event BLF | Objective
  17. 17. Objective  Post Event Capture and compile all the media and public reactions to be used as a showcase and to pitch to potential sponsors for subsequent editions. BLF | Objective
  18. 18. Objective  Post Event Capture and compile all the media and public reactions to be used as a showcase and to pitch to potential sponsors for subsequent editions. Ensurekthatktherekiskconstantkcollunicationkandkacknowjedgelentkofkpeopje’skquestionskandk comments. BLF | Objective
  19. 19. The Challenge Counter audience reaction to venue being shifted to a new location. BLF | The Challenge
  20. 20. The Challenge Counter audience reaction to venue being shifted to a new location. Communicate all relevant information about the visiting personalities with just fifteen days to go for the event. BLF | The Challenge
  21. 21. The Challenge Counter audience reaction to venue being shifted to a new location. Communicate all relevant information about the visiting personalities with just fifteen days to go for the event. Build online communities organically with a short lead-time. BLF | The Challenge
  22. 22. Strategy 1 2 3 4 Approach: Capitalize on the fan-following of our personalities to increase our community size. (*data in the “Outcomes” section) BLF | Our Strategy
  23. 23. Strategy 1 2 3 4 Approach: Capitalize on the fan-following of our personalities to increase our community size. Execution: Requested visiting authors to write about us on their online presence. (*data in the “Outcomes” section) BLF | Our Strategy
  24. 24. Strategy 1 2 3 4 Approach: Capitalize on the fan-following of our personalities to increase our community size. Execution: Requested visiting authors to write about us on their online presence. Result*: This resulted in organic growth of our social presence, resulting in increased awareness and interest in BlrLitFest. (*data in the “Outcomes” section) BLF | Our Strategy
  25. 25. Strategy 1 2 3 4 Approach: Created non-event specific engagement on books and literature until the press conference announcement. (*data in the “Outcomes” section) BLF | Our Strategy
  26. 26. Strategy 1 2 3 4 Approach: Created non-event specific engagement on books and literature until the press conference announcement. Execution: Topical content showcased on the previous edition of BlrLitFest, graphic novels, reading lists and other interesting facets of literature. (*data in the “Outcomes” section) BLF | Our Strategy
  27. 27. Strategy 1 2 3 4 Approach: Created non-event specific engagement on books and literature until the press conference announcement. Execution: Topical content showcased on the previous edition of BlrLitFest, graphic novels, reading lists and other interesting facets of literature. Result*: Increased online activity led to a steady growth of our audience through social sharing of our content (*data in the “Outcomes” section) BLF | Our Strategy
  28. 28. Strategy 1 2 3 4 Approach: Created excitement to offset crowd reaction related to shifting the venue to a new location. (*data in the “Outcomes” section) BLF | Our Strategy
  29. 29. Strategy 1 2 3 4 Approach: Created excitement to offset crowd reaction related to shifting the venue to a new location. Execution: Showcased how attractive the venue was, provided various transport options (BMTC routes, shared cab rides, transport partner discount info) and highlighted ease of access. (*data in the “Outcomes” section) BLF | Our Strategy
  30. 30. Strategy 1 2 3 4 Approach: Created excitement to offset crowd reaction related to shifting the venue to a new location. Execution: Showcased how attractive the venue was, provided various transport options (BMTC routes, shared cab rides, transport partner discount info) and highlighted ease of access. Result: Record footfalls (approximately 12,000+) for the event (*data in the “Outcomes” section) BLF | Our Strategy
  31. 31. Strategy 1 2 3 4 Approach: Provide a fun, engaging persona to the BlrLitFest online presence to encourage conversation. (*data in the “Outcomes” section) BLF | Our Strategy
  32. 32. Strategy 1 2 3 4 Approach: Provide a fun, engaging persona to the BlrLitFest online presence to encourage conversation. Execution: Ensured a constantly friendly tone of voice, incorporated humour and provided useful information as requested (including links to an app to generate audio frequency tones that drove away mosquitoes). (*data in the “Outcomes” section) BLF | Our Strategy
  33. 33. Strategy 1 2 3 4 Approach: Provide a fun, engaging persona to the BlrLitFest online presence to encourage conversation. Execution: Ensured a constantly friendly tone of voice, incorporated humour and provided useful information as requested (including links to an app to generate audio frequency tones that drove away mosquitoes). Result*: Appreciation from our online audience, resulting in significant re-tweets and sharing of our content. (*data in the “Outcomes” section) BLF | Our Strategy
  34. 34. Creative Execution BLF | Creative Execution
  35. 35. BLF | Execution – 15 reasons to visit Bangalore Literature Festival 2013
  36. 36. BLF | Execution – Personality showcase
  37. 37. BLF | Execution – Contest to crowd-source the names of the stages
  38. 38. BLF | Execution - Pandit Hariprasad Chaurasia live in concert
  39. 39. BLF | Execution – Newsletters sent out prior to each day of the festival
  40. 40. Outcome  Captive audience Blr Lit Fest 2012 Blr Lit Fest 2013 % increase* 28 440 1471 % 1800 3250 81 % 3487 6026 72 % *Organic growth with zero expenditure on paid advertisements. BLF | Outcome
  41. 41. Outcome  Captive audience Blr Lit Fest 2012 Blr Lit Fest 2013 % increase* 28 440 1471 % 1800 3250 81 % 3487 6026 72 % *Organic growth with zero expenditure on paid advertisements. BLF | Outcome
  42. 42. Outcome  Number of people reached* Blr Lit Fest 2013 1,701,399 *Aggregate reach based on mentions / retweets of @BlrLitFest BLF | Outcome
  43. 43. Outcome  Number of people reached* Blr Lit Fest 2013 367,880 *Sum of daily aggregate reach from 1st September 2013 to 10th October 2013 BLF | Outcome
  44. 44. Outcome  Relevant Links Twitter : http://www.twitter.com/BlrLitFest Storify links: http://storify.com/deepaksridhar/mentions-of-blrlitfest http://storify.com/deepaksridhar/guests-at-blrlitfest Facebook: http://www.facebook.com/BlrLitFest BLF | Outcome
  45. 45. Client Testimonial Our online engagement this year has been a key to our success and we hope to continue to build on that with your support. This comes as a small, yet heartfelt, note of our thanks and gratitude for being part of us and helping with the Festival. Thank you seems like an understatement and the easiest thing for us to say to you. But then as Shakespeare wrote 'I can no answer make, but thanks, thanks and many thanks!’ Srikrishna Ramamoorthy (Founder Trustee, Bangalore Literature Festival) BLF | Testimonial
  46. 46. Contact Us Hari Shenoy hari@brand-comm.com +91 988 607 5403 www.brand-comm.com

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