Being the culinary trendsetters, JW Marriott Mumbai Juhu set out to give their guests an unprecedented and unrivaled world-class gastronomic experience – the #JWJuhuMichelinPopup! Associated with Singapore’s 4XFour, the idea was to give Mumbai a taste of internationally celebrated cuisines patented with Michelin techniques. Here’s the digital story that we built through MindShift Interactive

1. #JWJuhuMichelinPopup
Digital Case Study
13th March – 22nd April, 2015

2. #JWJuhuMichelinPopup
Being the culinary trendsetters, JW Marriott Mumbai Juhu set out to give
their guests an unprecedented and unrivalled world-class gastronomic
experience – the #JWJuhuMichelinPopup!
Associated with Singapore’s 4XFour, the idea was to give Mumbai a taste of
internationally celebrated cuisines patented with Michelin techniques.
Here’s the digital story that we built…

3. INSIGHTCHALLENGE
• To spread awareness
about the Michelin contest
to our users.
• To increase and sustain
engagements
• To excite users about the
city’s premier Michelin
popup concept which can
thereby translate into
bookings
• To reflect the luxurious and
world-class image of
Michelin in all our content
and imagery
SOLUTION
Insightful Digital Outreach
• This being JW Marriott’s
and Mumbai’s first ever
Michelin popup concept,
there was a strong need to
introduce and acquaint the
users with the idea.
• Maintaining consistency in
the content while not being
repetitive was a necessity in
order to keep users glued to
our page throughout.
• Phase-wise break up
towards awareness,
engagement and
sustenance
• Adoption of Instagram
additions such as
Flipagram, Hyperlapse
• Educated and Informed
users about Michelin
• Covered the event live
• Engaged with social media
influencers within the food
and lifestyle fraternity

4. Twitter Outreach 7,049,300
Facebook Outreach 2,88,980
Instagram Outreach 10,817,100
Total Outreach 181,55,380
Overall Campaign Outreach

5. PHASE 1
Teasers + Pre-Buzz

6. Introducing the concept
In order to build and increase buzz around the city’s premier Michelin
popup dining concept, our first challenge was to introduce our idea to the
users. We began interacting with our users asking them to guess what we
had in store for them!We gave out interesting facts and thereby spread
event-related awareness and excitement.

7. #JWJuhuMichelinPopup

8. #JWJuhuMichelinPopup

9. UnveilingThe Concept- Facebook

10. IntroducingThe Chefs

11. Miscellaneous Pre Buzz

12. Promoting our Partners

13. Promoting the Preparations

14. Michelin Concept Awareness

15. Website & Food Promotion

16. Teaser via Flipagram
To summarize our excitement about
the city’s first Michelin popup, we
uploaded a Flipagram video.

17. VideoTeaser
A video was specially created
highlighting the 2 Chefs
Views: 260

18. Pre-buzz Contest - Facebook

19. #JWJuhuMichelinPopup contest
In order to spread interesting facts
about the pop-up and get people
glued to our timeline, we
introduced a contest asking people
to answer some event-related
questions!
Total Interactions: 508

20. Contest - Twitter

21. #JWJuhuMichelinPopup Contest
TotalTweets = 1504
Total Reach = 147,015
Total Outreach = 3,294,078
The #JWJuhuMichelinPopup contest was a quiz that revolved around the
life of Chef Laurent Peugeot

22. Breakup ofTweets

23. Trends
The hashtag trended in Mumbai & India!

24. KeyWords

25. PHASE 2
The Event Begins!

26. Event Promotions

27. Media Coverage Promotion

28. CHEF LAURENT PEUGEOT

29. Coverage about Chef Laurent

30. Live Coverage (From the table)

31. CHEF GIOVANNI D’AMATO

32. Introductory Updates

33. Instagram

34. Live Coverage (From the table)

35. TWITTER CONTEST #2
Promoting Chef Giovanni D’Amato

36. #JWJuhuMichelinPopup Contest
TotalTweets = 968
Total Reach = 118725
Total Outreach = 2,283,059
The #JWJuhuMichelinPopup contest was a quiz revolved around the
life of Chef Giovanni D’Amato

37. Breakup ofTweets

38. Trends
It trended again!

39. CAMPAIGN SUMMARY

40. Top Participants
Key people who attended and interacted with JW Marriott Juhu through the campaign

41. Key Mentions

42. Key Mentions

43. Top Participants
Key Uploads by:
@savourevents
@sofiahayat
@fbai
Total Interactions = 1634
Total Outreach: 10,817,100
Key people who attended and interacted with JW Marriott Juhu through the campaign

44. Event SummaryVideo
Total Interactions:
Likes 487
Comments: 7
Shares: 38
Views: 835
We summed up our #JWJuhuMichelinPopup journey by giving our fans and
followers a run through of the Event, addressed by our General Manager
Link: https://www.youtube.com/watch?v=uLLDtESxbto

45. OUTCOME
• We successfully managed to spread relevant awareness about the
concept of the city’s first ever Michelin Popup and got our users engaged
with enthusiasm.
• We not only promoted what the Michelin popup had in store for the
guests, but also gave them in-depth insights into the Chefs’ lives, their
inspirations, the culinary cultures etc. which helped us put out quality
content.

46. OUTCOME
• We explored mediums such as Flipagram andVideos apart from the
usual updates on our social platforms
• We conducted engaging contests on Facebook &Twitter and received
over 2500+ interactions
• The hashtag trended in Mumbai & India
• We received mentions from key food influencers like KunalVijaykar,
Sofia Hayat, Kalyan Karmakar, Chef Selection, Maryyam Qureshi etc.
across all platforms

47. ThankYou