Cloudnine Care wanted to promote its Mother's Day Carnival event called MummaMia through digital media. The objectives were to create buzz around the event, get hashtags trending, engage users, and generate leads. Tangence implemented an integrated digital campaign including social media campaigns, contests, emails, mobile marketing, and CSR activities. The pre-event promotion set up online events and landing pages to promote registrations. On the day of the event, there was on-spot promotion through activities and contests. Post-event continued the buzz through contests. The results were a 43% turnout, large increases in social media engagement and reach, and over 1,800 registrations.

1. How Brands Can Leverage Digital Media for
Promoting Special Events– A Case Study
by Tangence
June 13, 2014

2. Event Overview
Confidential2
As a premiere maternity care provider in Banaglore, Cloudnine Care wanted to go
big with its signature Mother’s Day Carnival – MummaMia. The objective was to
organize a light hearted event to celebrate motherhood and at the same time
engage with their target audience.
With no previous online presence or promotion associated with MummaMia, the
objective was not only to promote and capture registrations for the event, but also
to establish it as a signature Mother’s Day event.
The focus of the whole digital campaign was to create lot of buzz around
MummaMia, get some of the hashtags trending, push user engagement and of
course, get loads of leads!

3. Increased Social Engagement
and Brand Reach
Brand Awareness
MummaMia Carnival – Objectives & Targets
Confidential3
Increased Brand Mentions
Community Expansion: Increase
Facebook likes by 20,000 in
1.5 months
Generate leads for the
MummaMia carnival
Targeted Lead Generation
Generate leads for Cloudnine's
two main marquee events Diva-
to-be fashion show and Rocking
with Mom Talent Hunt)

4. Campaign Overview
June 13, 2014

5. Integrated Strategy to Campaign Objectives
Confidential5
Social Media
Campaigns
and Contests
E-mailers
On The Spot
Online Fun
CSR
Mobile
Tangence adopted an integrated approach to push the event online. The mix
included social media, email marketing, mobile marketing and CSR. The campaign
was bifurcated into three phases – pre event, on the D-Day, and post event.

6. Pre-Event
June 13, 2014

7. Pre Event Promotion
Confidential7
The pre event promotion comprised of setting up online events, landing pages
and announcing the event on social media in a big way. The next step was to
maintain the buzz and promote the event for capturing attendees.
Landing Page PromotionFacebook Event

8. #C9MummaMia: Event Registrations
Confidential8
Landing Page Promotion
Mobile confirmation
attached to each
landing page

9. #C9MummaMia: Marquee Event: Ramp Show
Confidential9

10. #C9MummaMia: Marquee Events Promotion
Confidential10

11. #C9MummaMia: Mom and Kid Selfie for Limca Book of
Records
• Build the world's largest Mum and Kid Selfie Collection – An attempt to be
a part of Limca Book of Records
Confidential11

12. #C9MummaMia: Facebook Badge App
Confidential12
Mother’s Day Special
Facebook Badges App
These badges were introduced one
week before the Mother’s Day!

13. #C9MummaMia:Email Campaigns
Confidential13

14. #C9MummaMia: Buzz Creation
Confidential14

15. #C9MummaMia: Buzz Creation
Confidential15

16. On the D-Day
June 13, 2014

17. #C9MummaMia: On the Spot Fun
Confidential17
Unveiling of the selfie collection
Real time promotion of all event happenings

18. #C9MummaMia: On the Spot Fun
Confidential18
Real time promotion of all event happenings
Fun Activities

19. #C9MummaMia: On the Spot Fun
Confidential19
Real time promotion of all event happenings
Fun Activities

20. #C9MummaMia: On the Spot Fun
Confidential20
Real time promotion of all event happenings
Marquee Events

21. #C9MummaMia: On the Spot Fun
Confidential21
On the spot Facebook contest for attendees. Emcee announced the
question and participants posted answers on Facebook

22. #C9MummaMia: CSR
Human Chain Campaign
• #ChainOfHappiness
• Encouraging people
to tag their friends
and Cloudnine will
contribute Re. 1 for
each tagging
to Parikrama was
announced and
launched online at
the event.
Confidential22

23. Post Event
June 13, 2014

24. #C9MummaMia: Post Carnival Campaign
Confidential24
• People who attended Cloudnine’s MummaMia event had to submit their
pic clicked at the event along with the hashtag #IamAtMummaMia.
• Winner was selected on the basis of maximum votes received on the pic
submitted

25. Results
June 13, 2014

26. #C9MummaMia Results
Results:
43% turnout
turnout at the event via digital
registrations and promotions
3500 total clicks
on the content shared
792.49% increase
in social visits
5000+
social traffic
Confidential26
23,011 new
Facebook likes
285.52% increase
in Facebook reach
397.61% increase
in Facebook impressions
72.52% increase
in Twitter reach

27. #C9MummaMia Results
Confidential27
293
246,421 276,498
83,705
2615
950,015
1,375,888
144,413
Visits to the site FB Reach FB Impressions Twitter Reach
Brand Reach on Social
18th March - 17th April 18th April - 18th May 2014

28. #C9MummaMia Results
Results
Confidential28
13,280
3,295 292 425 24 2
52,405
15,638
396 559 23 12
FB Users Engaged FB Posts Likes FB Posts Comments FB Shares Twitter Mentions Twitter Retweets
Engagement on Social
18th March - 17th April 18th April - 18th May 2014
294.61%
increase in Facebook users engaged
374.59%
increase in Facebook posts likes
35.61%
increase in Facebook posts comments
31.52%
increase in Facebook shares
500%
increase in Twitter Retweets
1,805
registrations received in total for
the carnival.
373
images received for the world’s largest
mum and kid selfie images contest.
Carnival Hashtags:
The stats were zero initially but have
increased during the carnival.

29. #C9MummaMia Results
Confidential29
13,280
3,295
292 425 24 2
52,405
15,638
396 559 23 12
FB Users Engaged FB Posts Likes FB Posts Comments FB Shares Twitter Mentions Twitter Retweets
Engagement on Social
18th March - 17th April 18th April - 18th May 2014

30. Thank you!
Confidential
30
June 13, 2014