Times Litfest was successfully habdled by DISHA Communications for On ground activation and digital/social media activities. Times Litfest was trending on Social Media hours and gave a good mileage for the brands associated with Times of India. It was proud handling this account and looking forward for more such activities and engagements

1. INTEGRATED SOCIAL MEDIA
ACTIVATION PLAN BY
TIMES LIT FEST FEB’17 CASE STUDY

2. #ACTTimesLitfest
“Aham. I am. Through my words, discover my world”

3. ABOUT THE FESTIVAL
The Times Litfest is a people’s festival, where lovers of books
and ideas gather to discuss everything from politics, business,
literature and art to sport, social media, food, film, urban
living and more.
As much as it is a literary festival, it is a festival of ideas
attracting a vibrant mix of writers, authors, columnists,
publishers, entrepreneurs, film-makers, thinkers, activists,
film personalities, and of course, readers.

4. ABOUT THE CAMPAIGN
DISHA Digital came up with a Go-to market Social Strategy for
ACT Times Litfest with an aim to create social buzz and drive
registrations and footfalls to the event
The #ACTTimesLitfest revolved around the concept of
providing a platform for individuals with passion toward
Literature to participate, learn and share their opinion /
experience.
The aim of the campaign was to promote the importance of
Literature in our lives. The campaign tonality was around
attracting book lover’s and grow it into a much-awaited event
on every book lover’s calendar.

5. CHALLENGES
• Difficulty in gathering across all the talented Artists at one
venue.
• Many literature lovers were not even aware of the venue.
Reaching the right audience in short span.
• No defined Go To Social Marketing Strategy

6. STRATEGY
DISHA Digital came up with a Go-to market Social Strategy for ACT
Times Litfest with a positioning of ‘the Best Literature Fest of
Bangalore’
Disha Digital helped Times Litfest create an Integrated Social
Strategy to engage with audience on Social Media channels and
create an awareness about the event and ‘build up the expectation
& enthusiasm’ in two stages
• Pre-Launch (Pre Event Promotions)
• On Ground Promotions via Social Media

7. EXECUTION
Based on our initial research into audience classification, high Intensity Social
Media campaigns were launched across selected Social Channels I.e
Facebook,Twitter to create maximum awareness and engagement and build in
a hype about the Fest.
Contests, such as #FlashFiction were run, which are about Authors and Books,
to engage and understand the audience perception and gauge the level of
engagement and used this data to increase the engagement further.
Duration: 13 days The Pre Launch concentrated on
• Promoting individual speakers and a brief about their Literature history
to create an expectation on the value of the Fest
• A showcase of performing artists was created and leveraged even on
their Social followers with #ACTTimesLitfest as a campaign created a
positive and trustworthiness sentiment.
• Individual events being hosted at the Fest (Ex: Drama, Music, Arts, Book
Writers etc) were classified individually to micro target of our audience.
This strategy delivered highly relevant engagement rates
• The Fest also featured tie-ups with various Brands such as Idee, Phoenix
Market City, State Bank of India, Blossoms, Gift Sponsor. Leveraging on
the brands social followers helped us gain organic traffic and hence the
relevancy to the Fest among major Literature Fans

8. Duration: 2 days Taking the Fest Live on Social Media Channels
• Facebook Live, was our major tool to take the Offline event Online.
Facebook Live videos were taken to reach out to audience who weren't
present at the event, so as to install the excitement to be apart of it soon.
• Hastag #ACTTimesLItfest was promoted extensively that it trended on
twitter for 12 hrs straight on Day 1 and 6hrs straight on Day 2 Nationally.
• Covering all the artists who showcased their ideas extra-ordinarily on the
Day 1 of the event, this attracted huge mass on the second day.
• Promoting short coverage of the Pre Session Videos by our speakers which
covered the topics that were on trends.
• Videos of attendees of various events at the Fest, on their views created
User Generated Content which promoted the Fest organically among their
social circles.
• All these initiatives meant higher chances satisfied customer reviews (as
seen on Facebook with Check-ins) which helped create high positive
sentiment about the Fest in the Online Space & many referrals which led
to immense audience On The Ground

9. CREATIVES

13. RESULTS
(in 15 days)
#ACTTimesLitFest

14. 2.5 Mnpeople reached across Bangalore
44.5 KEngagement across Social Channels
5.3 MnImpressions
>18 hrs
#ACTTimesLitfest was trending on Twitter
(National) during the Fest
>20,000
Footfall for the Fest during 2 days
Today, Times Litfest has become one of the most prestigious
Literature event among the Book Lover’s of India

15. CAMPAIGN RESULTS SCREENSHOTS
#ACTTimesLitFest

18. FACEBOOK POSTS

19. BY
THANK YOU!