Social Media Case Study: Citibank OMG! Sale on Facebook

Brand Name:

CitiBank

Agency Name:

SapientNitro

Objective:

Bring Citibank card customers a unique shopping experience during the festive period. Provide a fillip to the Indian e-commerce industry by benefiting partnering e-tailers.

Execution:

• SapientNitro actively promoted OMG! Sale on the Citibank India Facebook page to benefit existing and potential Citibank card holders
• The first campaign teaser went live on 30th November, 2012
• A pendulum shaped, countdown cover image of the OMG! Sale campaign as a teaser was uploaded on December 3rd and 4th, 2012
• A dedicated Citibank OMG! Sale event page was created two days prior to the start of the mega sale
• The event link was shared on the brands Facebook wall
• Interesting OMG! Videos were shared on Citibank Indiaᾼs Facebook wall
• Updates shared about the launch of the OMG! Sale

Results:

Key Results:

• Citibank card spends grew eight times over average daily spends at the 17 partner websites
• The average ticket size increased by 30% for the partner websites on Citibank cards
• Partner merchants reported 50% reduction on cash on deliveryᾼ mode of payment
• Citibank India Facebook page achieved the highest reach ever in 2012 - 20,95,104 and the highest virality - 7.63% during the OMG! Sale

Campaign Results:

• Total Reach: 5,417,504
• Total Engaged Users: 75,128
• Total Talking About This: 42,350
• Total Likes: 25,354
• Total comments: 368
• Total Shares: 727
• Highest reach ever in 2012: 2,095,104
• Highest virality for event : 7.63 %