The Kalamandir project was a social media campaign conducted by 84ideas to drive foot traffic and sales through a Golden Bill contest on Facebook during Ugadi 2012. Over 21 days, the campaign generated sales of approximately INR 1,048,900 from 617 shopping bills submitted by participants, and gained 431 new page fans along with collecting customer contact information. The strategy effectively leveraged the festive shopping season, differentiating Kalamandir from competitors and enhancing customer engagement through social media.

1. Social Engagement Case Study:
Kalamandir

2. Project Details:
Client:
Kalamandir
Category:
Retail
Contest Start Date:
March 10th, 2012
Contest End Date:
March 31th, 2012
Duration:
21 Days
Agency:
84ideas Media LLP
Social Media Channels:
https://www.facebook.com/Kalamandir
Target Audience:
- Men & Women
- Age : 18 years and above

3. About Kalamandir
Kalamandir is a garment retail house predominantly based out of South India.
It started as a retailer of sarees in Hyderabad in September 2005 at a very modest scale with a
Retail Outlet of 2000 square feet. As of today, it operates 12 retail stores, out of which 4 are in
Hyderabad, 5 are in Bangalore, 1 in Vijayawada, 1 in Hanumakonda and 1 in Guntur. These 12
retail stores are spread over about 80,000 square feet.

4. Executive Summary
By using its Facebook Page as a platform, Kalamandir wanted to drive footfalls and sales during
Ugadi 2012 across Andhra Pradesh & Karnataka. We at 84ideas developed and launched The
Golden Bill Contest to achieve the business goal of Kalamandir.
Facebook Marketing Impact in 21 Days:
 617 shopping bills were submitted on the
Facebook page by contest participants
 Generated sales of over INR 10,00,000
(1 Million)
 77,300 unique Facebook page visitors (via
Organic & Viral reach)
 1600 stories created by 1200 Facebook
users (Includes shares, likes, comments)
 Kalamandir Facebook page gained 431 new
fans in an organic way
 617 email ids and mobile numbers were
collected to keep in touch for future
communications.
“Kalamandir got a splendid response from
the “Golden Bill Contest” which was
Promoted through the Facebook page. 617
customers participated in this promotion
and an incremental sale of over INR 1
million happened during the campaign.”
– Ravi Singh I Marketing Manager I Sai Silks
(Kalamandir) Ltd. Mobile +91 - 9243000132

5. Social Media Objectives
- To drive Kalamandir Facebook fans to the stores during Ugadi 2012
- To generate sales through Kalamandir Facebook page
- To collect the database (Name, Email Ids & Mobile No) of the offline customers for future
communications.

6. Concept
Indians love to celebrate festivals and special occasions and one activity that happens big time during
this period is shopping. People splurge money buying new clothes and gold (jewellery) for their family
members and it gives an aura and auspiciousness to the whole occasion.
Kalamandir can leverage the occasion by giving an enticing offer apart from regular festive discounts.

7. Idea – The Golden Bill Contest
All the retailers are offering more or less same discounts during Ugadi 2012. Apart from regular
discounts given at Kalamandir stores, now customers has a reason to shop at Kalamandir because of
The Golden Bill Contest. The golden bill contest is the differentiating factor where
1.It gives a special feeling of taking home prosperity in the form of gold coins.
2.And it gives a feel-good factor to customers that the relationship with Kalamandir doesnʼt end with
shopping this Ugadi.

8. Strategy & Execution

9. Custom App Design & Development
A custom Facebook app was designed and
developed for the contest using which
participants can submit their shopping bill
numbers.
When they clicked on ‘SUBMIT HERE’ button,
they were directed to >>>
App Link:
http://apps.84ideas.com/kalamandir/t
he-golden-bill-contest/

10. Custom App Design & Development
A form where they submitted details about
shopping bill and their contact details. Post
submitting their details, they need to click on
‘Enter Now’ button to confirm their
participation. After that >>>
App Link:
http://apps.84ideas.com/kalamandir/the-golden-
bill-contest/

11. Custom App Design & Development
A thank you note with ‘Social Sharing’
features will pop up communicating the details
about winners announcement date.
App Link:
http://apps.84ideas.com/kalamandir/the-golden-
bill-contest/

12. Contest Promotion
The contest was promoted to Kalamandir Fans via its Facebook Page

13. Contest Promotion

14. Contest Promotion

15. Contest Winners Announcement

16. Contest Winners Announcement

17. Prize Distribution at Kalamandir Stores

18. ROI & Performance of
The Golden Bill Contest

19. Return of Investment (ROI) through Facebook Marketing
The Golden Bill Contest has generated sales of Rs. 10,48,900 in just 21 days
through Facebook promotion.
ROI Analysis:
Details Amount/Units
Minimum amount to shop to participate in the contest Rs. 999
Average Shopping Bill Amount (As given by the client) Rs. 1700 - 2000
Total Number of Bills Submitted 617
ROI (AVG Shopping Bill Amount X Number of Bills Submitted) 10,48,900

20. 285,500 Facebook Page Impressions by 77,300 Unique Visitors
Impressions: The total number of times any Facebook user (fan or non fan) could have potentially seen any content associated with Kalamandir Page in their
News Feed or Ticker or by visits to Kalamandir Page directly.
Users: The number of unique users (fans or non fans) that have seen an any content associated with Kalamandir page.
Impressions Breakdown
Source: Facebook Fan Page Insights by Sprout Social

21. Contest Impressions & Sharing by Age & Gender

22. 1600 Stories by 1200 Facebook users
Stories Created
A story on Facebook is created when a user likes your Page, posts to your Page's Wall, answers a Question you posted, RSVP's to one of your events, mentions your Page, phototags your
Page, checks in at your Place or likes, or comments on / shares one of your Page posts.
Source: Facebook Fan Page Insights by Sprout Social

23. Thank you