Case study using facebook to drive registrations to penguin india's spring fever 2013 event

Case Study: Using Facebook to Drive Registrations

to Penguin India's Spring Fever 2013 Event

How AliveNow helped Penguin India get thousands of

registrations for the Spring Fever 2013 event

The Challenge

• Penguin Books on Facebook (www.facebook.com/PenguinIndia) is

the official Facebook page with close to 1 lakh fans.

• Penguin Books wanted to use the Facebook Platform to drive

registrations for the Spring Fever 2013 event and spread awareness

about the various authors and celebrities attending the even.

The audience on the page were young and outgoing in nature. They • The audience on the page were young and outgoing in nature. They

had passion for books and reading.

• We came up with a simple but effective application on Facebook to

engage with the audience on Penguin Books and give away passes

to the event through Facebook.

Facebook Case Study - Penguin Books India02

Strategy and Approach

• Knowing that the audience on the Penguin Books page were very

passionate about books in general, we decided to come up with a simple

app and gave away passes who ever wanted to be a part of the event.

• We came up with the Spring Fever 2013 application.

• In this application, a user has to select an event they are interested in and

fill in their details to get their passes. They could request for more than 1

pass for family and friends. pass for family and friends.

• We used the Facebook application platform and the Facebook Ads

platform to reach the right audience and achieve the desired results.


Spring Fever 2013 App: Pre-Like Page

Pre-Like PageOnce the user

comes to the app,

they have to LIKE

the page to enter

the app and

register to get their

passes. passes.

If a user doesn’t LIKE

the page, then the

fan cannot register

for passes.


Spring Fever 2013 App: Register Page

Register PageThe fan comes to

the main page

where they can

select “Register” or

“Events on the top.

They can click They can click

Register and select

the number of

passes required for

a particular event

and submit their

details.


Spring Fever 2013 App: Events Page

Events PageThey can also click

on “Events” to

browse through the

details various

events happening

over the 10 day

period. After period. After

browsing through

they can come

back to register

and request for

passes.


Spring Fever 2013 App: Thank You Page

Thank you PageOnce the registration

for the event is done

by the fans, we

thanked them for

showing interest in the

event.

Automatic EmailThe user who

registered will get an

automatic email from

Penguin after which

passes will be sent

across to them.


Promoting Spring Fever 2013 on the Page

We posted regularly about the event on the page which had amazing

response from all the book lovers. This post had 14 shares and 86 likes.



We asked the fans to register for this mega event and the response was

great. Thousands of people requested for passes through the app.



As and when events were happening, there were regular posts on the

Penguin page about them.



More updates from the event. Here are pictures of

Nikita Singh and Ramchandra Guha at Spring Fever 2013.



More updates and pictures from the

Spring Fever 2013 event!


Promoting via Targeted Facebook Ads

• Besides engaging the existing audience of Penguin Books, we also

wanted to reach a new audience via highly targeted Facebook ads.

Sample

Facebook

Ads

• We used targeted Facebook ads in an effective manner with many

targeting criteria to reach the right untapped audience.

• Targeting was done based on the following:• First only in geographic areas where users can attend the event. • Then targeting users who had LIKED: Books, Reading, Writing, etc. Author

targeting, book genre targeting, etc. • This way, we reached the right audience and got optimal ROI on the ad

spends done.


The Results: Spring Fever 2013

• The Penguin Books Spring Fever 2013 application was live on the

Facebook page and ran for a period of 15 days.

• During that period, the response was overwhelming, on all parameters,

the campaign was a success. Few important numbers are given below.

Parameter Time period NumberParameter Time period Number

No. of New

LIKES15 - 18 days

20,000+ New Likes to the page during the

event.

No. of Passes

requested15 - 18 days A total of 7,431 passes requested.


Client and Agency Speak

“Spring Fever is a festival designed keeping the reader in mind and is

open to all booklovers to attend and connect with their favorite

authors. Our primary outreach platform on the digital space was

Facebook, and we are delighted with the overwhelming response and

enthusiasm that our posts and outreach generated. Through

Facebook, Spring Fever quickly became viral and was shared

extensively, bringing more like minded readers and book lovers to the

festival – and to our page.”

Hemali Sodhi, Vice President, Marketing & Corporate Communications, Penguin India.

“This campaign was tremendously successful on all parameters. We

achieved more registrations than we expected, thousands of users

learned about the fantastic events happening at Spring Fever and we

increased our user base to touch almost 1 lakh Likes on the page by

the end of our campaign. Facebook ads and Promoted Posts also

worked really well in spreading the news about Spring Fever and it also

reached the right audience.”

Adhvith Dhuddu, CEO, AliveNow - Social Media Management.


Thank You!

For more details regarding the Penguin India Facebook Case Study for Spring Fever 2013, Facebook Case Study for Spring Fever 2013, write to us at [email protected] with your

queries. Visit us at www.alivenow.in to learn more.


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Case study using facebook to drive registrations to penguin india's spring fever 2013 event