Social Media Case Study: Chumbak

Chumbak is a way to experience the India that we see every day, in the form of travel and souvenir products such as fridge magnets, key chains, t-shirts, coffee mugs, tins, notebooks, bags and a lot more.

Objectives:

Chumbak uses Facebook as its sole marketing channel to:

• Build a community of users who are passionate about the brand
• Drive awareness of product lines
• Announce new product launches
• Crowdsource ideas for new products

Execution:

• Chumbak created a Facebook Page that is very vibrant and resonates well with its brand personality.
• Cover picture is updated regularly with theme of its latest product line
• Profile photo depicts the newest product
• “Contact us” tab is featured prominently on the Page for customers to reach Team Chumbak
• “Brand New!” tab showcases latest product catalogue

The company uses Facebook Ads to:

• Get users engaged with the brand
• Drive new connections to the Page
• Increase traffic to its product catalogue
• Drive users to the “Brand New!” tab for a sneak peek at the latest range of products
• Promote special offers and discounts

Chumbak utilizes its Facebook Page, which is at the center of all of its marketing efforts, to:

• Engage with customers and prospects
• Respond to queries, and for customer service
• Hold contests and crowdsource ideas for new launches
• Post “sneak peeks” and information on product launches

The company used Facebook Ads to drive word-of-mouth at scale by:

• Targeting sponsored stories about products to friends of its 100K+ Page fans

Results

• 25% of online revenue comes from Facebook, with a very high degree of repeat purchases among Page fans
• 5X ROI on total advertising spend with Facebook
• 30%-40%of website traffic comes from Facebook