Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Celebrate Dining Campaign


Published on

Celebrate Dining campaign has been inducted to Facebook Studio, a prestigious gallery which showcases the best of innovative and creative marketing initiatives from across the world on Facebook.

Digiqom conceived, created and managed this Facebook campaign for American Express India to increase community engagement for the brand.

Published in: Technology, Business
  • Be the first to comment

  • Be the first to like this

Celebrate Dining Campaign

  1. 1. Celebrate Dining A case study
  2. 2. Celebrate Dining Facebook users and American Express FB fans, were A snapshot of the Celebrate Dining What? engaged by leveraging a hot topic on social media- landing tab on facebook where to eat out through a contest titled Celebrate Dining.For Whom? Age 24-55, residing in Metros & A towns, interested in eating out, lifestyle, shopping etcWhen? February 16, 2012 - March 15, 2012 On American Express India Facebook page, using the Where? Celebrate Dining app. Users could create lists of favorite restaurants & share with FB friends for votes. Highest voted users won exciting prices. A new cuisine theme every week The aim of the campaign was to help create Why? engagement around Restaurants and the American Express Selects Program, and creating interest in using and applying for Amex cards. How? Once part of the app, the users felt compelled to be part of the conversations on the page; a focused content strategy was deployed to keep them engaged
  3. 3. Celebrate Dining - Content strategy • Lifestyle & • Food & culture Eat out Food habits Visual based: and various Photos. cuisines. Q&A based: Polls & Offers and Trivia, tips & promotions. best practices • Preferences • American Express Selects related
  4. 4. Delicious Conversations
  5. 5. Interactions on the Contest
  6. 6. Cities by Social Engagement 14000 12000 10000 8000 6000 4000 2000 0 Delhi Mumbai Bangalore Kolkata Chennai HyderabadThe top contributing cities have been Delhi, Mumbai & Bangalore, followed by Kolkata, Chennaiand Hyderabad
  7. 7. Content Reach
  8. 8. Our milestone
  9. 9. Celebrate Dining- Numbers• Total app installs- 8471• Total votes – Data not available• Total Likes – 29,952• Average campaign Reach – 1.5 Million• Post Views – 370910• Average number people Talking About the campaign – 10,000• Highest engaged users – 274• Highest virality on a post – 4.37%• Highest impressions on a post - 12,188
  10. 10. Contact Us