The case study outlines a social media campaign for Dara's Dhaba from June to November 2011, aiming to boost brand visibility online, increase foot traffic, and engage customers. Key strategies included frequent humorous posts, user-generated content, and promotional contests, resulting in significant growth in social media followers and user engagement. The campaign successfully connected the venue to potential customers, generating over 6000 views on recipe blogs and attracting new visitors through referral traffic from social platforms.

1. Social Media Case Study
Dara’s Dhaba (June 11 – Nov 11)

2. Objectives
Create a positive buzz of the brand in the online space
Drive more footfalls to its venue
Engage its existing & loyal customers on Social Media to share
their experience s
Encourage feedback / suggestions with the brand

3. Challenges
Been located on the Western Express Highway outside the city limits,
driving new customers from the city to the venue.
Google search did not fetch much results, not much talked / discussed

4. Our Plan
Footfalls
To Fans
Content to connect
Engagement
Share Recipes
Fans to
Footfalls

5. Execution

6. How we Executed
From 1st June 2011 – 15th Nov 2011
Daily 2 updates with a mix of Humor,
Bollywood, Food and Current News
For Dara’s Dhaba facebook page.
Foodle on Contest
From 1st Sep to 1st Oct
Fans increased: 2394
Participants: 182

7. User Engagements

8. Recipe Blog

9. Outreach
Additional Outreach
Generated user created content on Zomato (19 reviews) and
Burrp (29 reviews)

10. Outreach
Tagged the venue on Google Places, Foursquare, Facebook Places.

11. Footfall to Fan
Social Media links
Pushed brands Social media presence through:
 Fliers
 Brochures
 Feedback Forms
 Menu Cards, etc

12. Specials & Discounts
FourSquare Check-ins Specials promoted for fans on Social Media platforms

13. Fan to Footfall

14. Results
Total Growth of Fans

15. Results
Blog Stats
A total of 13 recipe blog posts got more than 6000 views
1600
1400
1200
1000
800
600
400
200
0
June July August September October November
YouTube channel had 4 videos with a total of 2106 views

16. Results
Check-ins
On Foursquare and Facebook Places

17. Most Importantly
New visitors directed from Social Media
The referral traffic is from Social Platforms

18. Thank You
For any queries and feedback please contact
Inderjit Singh Matharu
Mob: 09930 596936
Email: djmatharu@gmail.com