At a stage when Facebook algorithms were going through a drastic change, brand pages were struggling with a drop in their reach and engagement. Through these times the Facebook page of Knowledge Magazine India remained unaffected. In fact, they not only grew by approximately 80,000 fans on a month-on-month basis and achieved this organically! The creative content on the Knowledge Magazine India Facebook page received a drastic makeover. Here is a case study detailing out the performance of Knowledge Magazine India on Facebook including innovative content from the successful #30ThingsINeverKnew campaign.

5. GOT YOU CRAVING FOR
MORE TRIVIA?

6. has got
6,11,955 curious minds
on their Facebook page addicted too!

7. BBC Knowledge is a magazine for young inquisitive minds
where well-researched, handpicked stories are matched with
arresting visuals and graphics to cover subjects related to
science, history and nature

8. With its unique content and style, BBC Knowledge holds the key to the
mysteries of the world.
Follow Knowledge Magazine India on Facebook and embark on fun-
filled learning adventures

9. THE AIM

10. • Spread brand awareness through the BBC
Knowledge Facebook page
• Drive engagement via the digital platform
• Attract online subscriptions
The main objectives of Knowledge Magazine are:

11. Content Makeover
After considerable amount of research, it was realized that the potential for the
content on the page was much more. So the most popular topics on the
internet were found and it was decided to incorporate them into the content.
Several new interesting and interactive pegs were introduced.
#Who said it
With this peg, quotes
were posted & people
were asked to guess the
name of the person who
said it.
#ThisIsCreativity
There are a lot of creative
things on the Internet.
With this peg, the most
buzz worthy things were
found & shared with the
fans.
#WordOfTheWeek
Introducing fun new
words & share them with
the fans.
#GuessTheCountry
The names of countries
were jumbled & people
were asked to guess the
correct answer

12. • Creatives were made to look more fun and interesting by using
brighter colours
• Incorporating the facts on the creatives instead of in the wall copy
worked well
• #30ThingsINeverKnew Campaign made the page more fun and
appealing to the target audience
i.e. 13 – 17
• Use of illustrations for the #30ThingsINeverKnew campaign gave it
a fun, cool look and the creatives were extremely shareable
Content Makeover

13. 359727
432364
515775
603,648
50000
150000
250000
350000
450000
550000
650000
January February March April
What makes these metrics special is that the Facebook
page survives organically
Month on Month growth in total fan base

14. 19,800
31,200
36,889
33,109
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
January Febraury March April
As the new fans poured in the existing ones continued to
be engaged on the Facebook page
A steady growth in the People Talking About Us

15. SOME OF THE
BEST PERFORMING POSTS

16. 3,803 Likes
111 Comments
1,081 Shares
Content peg - #ThisIsCreativity

17. 1,438Likes
34 Comments
369 Shares
Post for Women’s Day

18. 1,228Likes
44 Comments
556 Shares
Post for Earth Hour

19. 1,088Likes
25 Comments
339 Shares
Post for International Day Of Happiness

20. 1,108 Likes
43 comments
181 Shares
Content peg – #WhoSaidIt

21. 1,014 Likes
33 Comments
316 Shares
Content peg – #DidYouKnow

22. A SUCCESSFUL CAMPAIGN

24. Fans were enticed with 30 fun facts that they
just couldn’t get enough of!

25. Some of the
intriguing
creatives
posted on the
Facebook
page

26. Involving the fans
Creatives encouraging fans to
take the challenge & up their
knowledge quotient.
Creatives on How to
participate in the
contest.

27. Contest Highlights
3000+
photo
entries
6000+
text
entries
94,736
Facebook
fans
1 National
Trend
361
Twitter
followers
Positive
feedback
for the
overall
campaign

28. And the magazine featured the campaign too!

29. #30ThingsINeverKnew Emailer

31. Top 5 creatives
669 likes
125 shares
36 comments

32. 625 likes
72 shares
83 comments

33. 602 likes
119 shares
20 comments

34. 534 likes
67 shares
40 comments

35. User Generated Content created from the best entries

36. Campaign Success
Trended no. 4 in India & several other cities
3000+ photo entries, 6000+ text entries
Twitter follower base increased by 361 followers
31,651 PTA on Facebook
The potential reach on Twitter - 6,89,113
24 Influencers participated in the contest

38. Follow us to get addicted:
/knowledgemagazineindia
@KnowledgeMagIND
@KnowledgeMagInd