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Holi Contest Review
- 1. ©2012 Kingston Technology Corporation. All rights reserved. All trademarks and registered trademarks are the property of their respective owners. Kingston Technology Holi Contest Review
- 2. Agenda • Introduction • Contest Highlights • Mechanics/Techniques • Learnings
- 3. • Contest held during India’s Holi Festival from March 21-26, 2013 • WildfireApp calendar reveal template used to create contest app • Contest launched on facebook.com/kingston • technology site • Contest promoted via organic posts and paid advertising • Utilized a small paid advertising budget of $400 USD • FB targeting used to only announce contest to India Happy Holi Contest Overview
- 4. • WildfireApp calendar reveal template used to create contest app • Like gate established for non- fans • Consumer was asked to come back for four days and open a starburst to find out a letter. A day At the end of the contest the letters formed a word and the consumer entered that word as their entry form. • A Twitter share link was created in the app. Happy Holi Contest Mechanics
- 5. Happy Holi Contest Highlights • First social media campaign targeted at audience in India. • The campaign goal of increasing our fan based was wildly successful. • Increased fans by 10% or 7, 078 new “Likes” to facebook.com/kingstontechnology • Increased people talking stat by 525% (highest 3 day in site history) • Increased engaged users by 261% • 900% increase in weekly reach to India fans • Indian fans now represent about 50% of the total FB community audience • Increased reach (FB audience impressions) to 1,259,725 which is up 1378% from the week before the contest • Low views and visits of the contest page (views 2,171 & 1548 visits) • 304 people entered the contest with 25 prizes awarded.
- 6. Comparison of Site Traffic/Country Reach During Contest1Wk Before Contest
- 7. Contest Advertising • $400 USD spent on targeted advertising during the contest period (5 days) • Utilized promoted posts, sponsored stories and like ads • Targeted ads to India and combinations of country, age, tech interest • Total campaign impressions = 2,801,005
- 8. CPA $0.02 Contest Advertising: Promoted Post Ad
- 9. Contest Advertising: Promoted Post Ad CPLike $0.04
- 10. Sample Posts 2096 • Largest share in history of our site • This was turned into a sponsored paid post
- 11. Sample Posts
- 12. Sample Twitter Mentions via WildFire App • Twitter was not a key part of this campaign nor a goal • It clearly did not perform well. • Results: 14 mentions out of 304 entries • The Indian fan base may not be so Twitter savvy.
- 13. Post Message Type Country Posted comment like share LAST DAY: Don't forget to complete your entry now that all the letters of the word have been revealed. Good luck! Link India 3/26/13 9:20 AM 10 24 8 ENDING SOON: Don't miss your chance to enter the Holi contest!! Link India 3/25/13 6:10 PM 7 34 11 Who's celebrating Holi with us? We're excited about this 20 prize giveaway. Are you? Click here to reveal a secret letter each day, learn more about Kingston products, and win big! http://on.fb.me/ZCxzIo Photo India 3/25/13 5:00 PM 20 113 52 We're celebrating Holi with a 20 prize giveaway! Have you entered to win yet?? Click here and good luck! http://on.fb.me/ZCxzIo Photo India 3/23/13 5:00 PM 16 80 29 Fun, fun, fun - let's celebrate Holi Festival with a contest! We've got 20 colorful prizes waiting for you. For the next four days we'll unlock a secret letter. Tell us the word they make and that's your entry into the contest. Get started here http://on.fb.me/ZCxzIo Photo India 3/22/13 5:45 PM 1092 9439 3014 TOTALS 1145 9690 3114 Summary of Campaign Posts Announcement post was the most successful post – 3114 shares – a site first!
- 14. 69356 69937 71723 73632 75585 75999 76385 64,000 66,000 68,000 70,000 72,000 74,000 76,000 78,000 Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 Contest New Fan Acquisition
- 15. 3379 4576 8742 14821 20879 20122 20363 19350 0 5,000 10,000 15,000 20,000 25,000 Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 Day 8 Day 9 Contest Fan Engagement Effect This burst in contest conversation positively influences Facebook Edgerank algorithm because the page looks more relevant to fans based on the increased interaction. Over time, this engagement generates greater visibility for posts in newsfeeds and more interaction with regular posts.
- 16. Learnings • Using a national holiday event combined with a contest is a successful fan acquisition strategy. • The contest template of a reveal calendar may have been too complex for Indians. Instructions could have been more straight forward. • Paid advertising was worthwhile and should be applied to next campaigns. • Color visuals and ad targeting attracted attention and respectable CTR • The Indian community is untapped in its potential to engage on FB.