Komli Media approached In.com with the idea of doing a campaign on Facebook timed to start during the 2nd anniversary of the deadly incident. Given their TG, the tremendous reach and engagement Facebook offers, it was the best bet.

1. Facebook Ads – in.com - http://www.facebook.com/INdotcom
December 2010

2. Overview
Brand Goal
Unite the youth across India and allow them to
express their opinion on the 26/11 terrorist attack
and provide their verdict on Kasab’s fate
Increase the ‘like’ base of the in.com brand page
Our Approach
User Facebook self serve ads to spread the message and acquire new users
Since timelines were critical, using self serve ads was the most convenient and
the fastest advertising medium to support the cause
We used the ads in a short burst for 6 days from 26th Nov ‘10 – 1st Dec ‘10
2 Confidential

3. Campaign Performance
Ad Campaign Results
Achieved a 100% delivery at the desired price point and only from India
Over 52.7 Million impressions served during 6 days of the campaign
~62,000 page likes in 6 days averaging over 10,000 ‘likes’ a day
Overall CTR – 0.14% which is 368% higher than the average CTR
on facebook (0.038%)
90% users who joined in.com clicked ‘like’ directly on the ad (action)
3 Confidential

4. How did advertising help the brand?
The in.com brand page on facebook was created on the 19th of Feb ‘10
From 26th of Nov ’10 to the 1st of Dec ‘10, Komli Media delivered ~ 62,000 Likes to the in.com page
During the 6 day campaign, the interactions increased to 827 interactions a day (i.e. a 3700% increase)
The brand continued to engage users with interesting content and kept the daily interactions at 322
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5. 7 Confidential

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