Case Study: Engaging Reliance Footprint fans on Facebook. "Know Your Footwear" campaign on Facebook was a huge success, in this case study we have reviewed the campaign in detail.

1. Case Study: Engaging Reliance
Footprint fans on Facebook
The “Know your Footwear” contest on the Reliance
Footprint Facebook page garnered fantastic results. This is a
review of the campaign.

2. The Challenge
• Reliance Footprint on Facebook (www.facebook.com/
RelianceFootprintOfficial) is the official Facebook page with thousands
engaged users.
• Reliance Footprint approached us to see what interesting, creative and viral
ideas we had.
• How can we come up with a campaign where users can learn the various• How can we come up with a campaign where users can learn the various
types of Footwear products available at Reliance Footprint? How do we
creatively and effectively educate the consumer about product and category
diversity at Reliance Footprint?
• The audience on the page were young and outgoing in nature.
• We came up with a simple but a viral game application on Facebook to
engage with the audience on Reliance Footprint and the campaign was a
success!
Reliance Footprint - Social Media Case Study02

3. Strategy and Approach
• Knowing that the audience on the Reliance Footprint page were very passionate
about Footwear in general, we decided to come up with an addictive game and
gave away vouchers based on their score and the answers.
• We came up with the ‘Know Your Footwear’ game application.
• In this game application, a user has to match the correct footwear to the image
shown in the least possible time and answer a simple question. Based on the top
scores and the answers, fans were rewarded by way of an experience voucher
shown in the least possible time and answer a simple question. Based on the top
scores and the answers, fans were rewarded by way of an experience voucher
from Reliance Footprint.
• We used the Facebook application platform and the Facebook Ads platform to
reach the right audience and achieve the desired results.
Reliance Footprint - Social Media Case Study03

4. Know Your Footwear - Landing Page
Game - Landing page
We came up with a
campaign to educate
the fans on the
different shoes and the
category they fall
under.
Once the user lands on
the page, they have to
‘LIKE’ the page to enter
the game and take
part.
Reliance Footprint - Social Media Case Study04

5. Rules
After ‘LIKING’ the
page, the
Instructions for the
game was shown.
Details on how to
play the game was
Know Your Footwear - Instructions
play the game was
given.
After reading them,
they had to click on
‘NEXT’ to take part
in the contest.
Reliance Footprint - Social Media Case Study05

6. Play the Game!
Clicking on the ‘Next’
will ask the fan to
‘allow’ the app.
Know Your Footwear - Allowing the App
Next, the permissions
will be taken where
the user’s name, email
id, etc will be
captured as shown in
the image.
Reliance Footprint - Social Media Case Study06

7. Play the Game!
Shown is the game
interface where the real
fun begins!
The user had to match
the correct footwear
Know Your Footwear - Game Page
the correct footwear
with the image shown
and in the least possible
time!
Reliance Footprint - Social Media Case Study07

8. Know Your Footwear - Game Page
Play the Game
Users had to guess the
Footwear with the
correct category, 5 types
of footwear were
showcased for guessing.
More importantly, weMore importantly, we
educated the user about
the various types of
footwear categories
carried at Reliance
Footprint.
Reliance Footprint - Social Media Case Study08

9. Question Page
After the user is done
with the matching part,
they were asked a
simple question.
The winners were
selected based on the
Know Your Footwear - Question Page
selected based on the
score and the answers
they had given.
Reliance Footprint - Social Media Case Study09

10. Contact Page
Once the game is over,
users had to fill in their
contact information.
Details like Name, E-
mail, Phone, Age, State
and City were
Know Your Footwear - Contact Page
and City were
collected.
Reliance Footprint - Social Media Case Study10

11. Know Your Footwear - Congrats Page
Congratulations Page
After the user submits
their details, the thank
you page is shown
with their score.
Also the past week’s
winners list were putwinners list were put
up in the same page,
so the users could
check if they won or
not.
Reliance Footprint - Social Media Case Study11

12. Know Your Footwear - Winners
Winners
If a user clicks on the
winners list, the list of
winners were shown
on the same
application. There are
5 winners every
week.week.
Reliance Footprint - Social Media Case Study12

13. Promoting Know Your Footwear on the Page
The contest was regularly promoted on the page. Here are a few sample
posts shared with the FB audience on the page.
Reliance Footprint - Social Media Case Study13

14. Another sample
post shared on
the Reliance
Footprint
Facebook page.
Promoting Know Your Footwear on the Page
Reliance Footprint - Social Media Case Study14

15. Promoting via Targeted Facebook Ads
• Besides engaging the existing audience of Reliance
Footprint, we also wanted to reach a new audience
via highly targeted Facebook ads.
• We used targeted facebook ads in a very well
manner with many targeting criteria to reach the
right untapped audience.
Targeting was done based on the following:• Targeting was done based on the following:
• First only in cities where Reliance Footprint had its
presence.
• Then targeting users who had LIKED footwear related
things like brands, categories, styles, fashion and to
the right demographic.
• This way, we reached the right audience and got
optimal ROI on the ad spends done.
Reliance Footprint - Social Media Case Study15

16. The Results - Know Your Footwear
• The Reliance Footprint ‘Know Your Footwear’ game application was live on the
Facebook page and ran for a period of 3 weeks.
• During those 3 week period, the response was overwhelming, on all parameters,
the campaign was a success. Few key numbers are given below.
Parameter Time period Number
No. of New LIKES 3 weeks 12,000+ New Likes in 3 weeks.No. of New LIKES 3 weeks 12,000+ New Likes in 3 weeks.
Total Ad
impressions
3 weeks 13 million+ impressions
No. of entries to
the contest
3 weeks Over 800 entries in all.
No. of winners 3 weeks 15 winners got Reliance Footprint vouchers!
Reliance Footprint - Social Media Case Study16

17. Thank You!
For more details regarding the ‘Know Your
Footwear’ Campaign for Reliance Footprint, writeFootwear’ Campaign for Reliance Footprint, write
to us at contact@alivenow.in with your queries.
Visit us at www.alivenow.in to learn more.