Social Media Case Study : How SulaFest 2014 Reached Out to More than 50 Million People on Social Media

Vero Moda Sula Fest Social media report

Brand Name

Sula Vineyards – Sulafest ’14

Agency name

MindShift Interactive Pvt. Ltd.

Objectives

  •  Increase buzz, engagement and the desire to attend Sulafest among loyalists and new audiences
  •  Build awareness of the schedule and the partners
  •  Highlight what’s new and expected in 2014 at Sulafest
  •  Generate sales for the event

Execution

Phase 1

Facebook 

Main stage line-up, travel plans, accommodation and ticket sales went up on the event page and allowed people, who were attending, to co-ordinate.

Relived the good memories, shared the key; artists shared brand loyalist testimonials.

  • We disclosed one band every alternate day
  • True fans were identified by clues given before the event
  • Recall and adoption for artists created through the sharing of band videos

Twitter

  • Users were asked to share their reasons for attending #SulaFest
  • Send in a warm welcome to the band and meet them at #SulaFest!
  • Trended in Mumbai for the entire day and across India for a few hours
  • Give a musical twist to your name

Phase 2

  • #Sulafest #WineLovers send a picture of yourself with a glass of wine and with goodies at the @Sula_Vineareds Stall
  • Stay Fashionable while at #SulaFest and share it with us by clicking a photo, along with a bottle of Sula

Phase 3

  • #Sulafest ‘14 Album uploaded
  •  Posts thanking fans for their love at Sulafest
  •  Posts talking about the next year and new experiences

Results

  • Facebook fans increased – 4,805
  • Fans talking about it – 4,503
  • Engagement Ratio – 12%
  • Current fan base – 22, 249
  • Twitter followers –  increased 802
  • Current follower base – 5, 291
  • Social Media Sentiment Analysis – 77% Positive
  • Instagram outreach – 5.7 million
  • Facebook outreach – 25.5 million
  • Twitter outreach – 1.06 million
  • Twitter Timeline Deliverables – 18.10 million
  • Total outreach – 50.36 million

 

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