How Brands Can Leverage Digital Media for Promoting Special Events– A Case Studyby Tangence

April 7, 2023

Event Overview

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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!

Increased Social Engagement and Brand Reach

Brand Awareness

MummaMia Carnival – Objectives & Targets

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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)

Campaign Overview

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Integrated Strategy to Campaign Objectives

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Social MediaCampaigns

and Contests

E-mailers

On The SpotOnline 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.

Pre-Event

April 7, 2023

Pre Event Promotion

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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

#C9MummaMia: Event Registrations

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Landing Page Promotion

Mobile confirmation attached to each

landing page

#C9MummaMia: Marquee Event: Ramp Show

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#C9MummaMia: Marquee Events Promotion

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#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

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#C9MummaMia: Facebook Badge App

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Mother’s Day Special Facebook Badges AppThese badges were introduced oneweek before the Mother’s Day!

#C9MummaMia:Email Campaigns

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#C9MummaMia: Buzz Creation

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#C9MummaMia: Buzz Creation

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On the D-Day

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#C9MummaMia: On the Spot Fun

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Unveiling of the selfie collection

Real time promotion of all event happenings

#C9MummaMia: On the Spot Fun

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Real time promotion of all event happenings

Fun Activities

#C9MummaMia: On the Spot Fun

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Real time promotion of all event happenings

Fun Activities

#C9MummaMia: On the Spot Fun

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Real time promotion of all event happenings

Marquee Events

#C9MummaMia: On the Spot Fun

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On the spot Facebook contest for attendees. Emcee announced the question and participants posted answers on Facebook

#C9MummaMia: CSR

Human Chain Campaign• #ChainOfHappiness• Encouraging people

to tag their friendsand Cloudnine will contribute Re. 1 foreach taggingto Parikrama was announced andlaunched online atthe event.

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Post Event

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#C9MummaMia: Post Carnival Campaign

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• 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

Results

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#C9MummaMia Results

Results:

43% turnoutturnout at the event via digitalregistrations and promotions

3500 total clickson the content shared

792.49% increasein social visits

5000+social traffic

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23,011 newFacebook likes

285.52% increase in Facebook reach

397.61% increasein Facebook impressions

72.52% increasein Twitter reach

#C9MummaMia Results

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Visits to the site FB Reach FB Impressions Twitter Reach293

246,421 276,498

83,7052,615

950,015

1,375,888

144,413

Brand Reach on Social18th March - 17th April 18th April - 18th May 2014

#C9MummaMia Results

Results

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FB Users Engaged FB Posts Likes FB Posts Comments FB Shares Twitter Mentions Twitter Retweets

13,2803,295 292 425 24 2

52,405

15,638

396 559 23 12

Engagement on Social18th 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

1,805registrations received in total forthe carnival.

373images 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.

#C9MummaMia Results

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FB Users Engaged FB Posts Likes FB Posts Comments

FB Shares Twitter Mentions Twitter Retweets

13,280

3,295292 425 24 2

52,405

15,638

396 559 23 12

Engagement on Social18th March - 17th April 18th April - 18th May 2014

Thank you!

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April 7, 2023