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