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

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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