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