Social Media Case Study: How Rooh Afza Increased it’s Community Size by 2017%

 

Brand Name:

Rooh Afza

Agency Name:

Magnon/TBWA

Objective:

  • Create buzz about Rooh Afza around Holi festival at the onset of the season.
  • Hamdard intended to engage online social medium for the purpose.
  • Connecting RoohAfza with Holi
  • Strengthening position of RoohAfza as a Naturally Refreshing Drink

Execution:

  • Contest launch
  • Promote participation via content and ads
  • Viral-posting on Participants’ wall
  • User voting
  • Facebook users were asked to share their slice-of-life photographs from Holi celebrations on RoohAfza’s FB page
  • Most voted entries were declared as winners

Results:

Week 1:

  • Fans on 15 March, 2013 – 306
  • Fans on 22 March, 2013 – 6477
  • Total increase in Fans 2017%
  • Page Posts – 16
  • Total Likes on Posts – 2346
  • Comments on Posts – 90
  • Shares on Posts – 330

Week 2:

  • Fans on 22 March, 2013 – 6477
  • Fans on 04 April, 2013 – 44040
  • Increase in Fans – 580%
  • Page Posts – 41
  • Likes on Posts – 8026
  • Comments on Posts – 680
  • Shares on Posts – 544

 
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