Social Media Case Study : Sula Fest 2014 Campaign Report

SOCIAL MEDIA REPORT

BY

Objectives

Increase buzz, engagement and desire to attend

Sulafest amongst loyalists and new audiences

Build awareness of the schedule and partners

Highlight what’s new and expected in 2014 at

Sulafest

Generate sales for the event

INSIGHT

Too many Fests make it

complicated for people

to choose where to go

The loyalists will always

land up at SulaFest but

driving new audiences

was a focus

Artists help engage

SOLUTION

Outreach via Twitter, Facebook, YouTube & Instagram with 1 # across everywhere - #SulaFest

Developed Engagement activities in partnership with Lifestyle & Gourmet Brands, attending Bands & Event Partners towards increasing desire to attend

Increase website & sale traffic via media spends & influencers

Increased talkability via Live Tweets & Live contests during the Fest

CHALLENGE

The need to attract

new audiences and

loyalists to attend

SulaFest 2014

Highlight new

partnerships

Drive Sales

Insightful Digital Outreach

SulaFest Promotion Schedule

Phase 1: Pre-

Fest Buzz

• Dec 7th

– Jan

31st

, 2014

Phase 2: Live

Updates

• Feb 1st

– Feb

2nd

, 2014

Phase 3: Post

Fest Sustenance

• Feb 3rd

– Feb

6th

, 2014

PHASE 1:

PRE-FEST BUZZ

Cover Photos go up!

Website with all the information!

SulaFest ‘14 Event Page…

Invited: 13,036

Maybe: 807

Going: 3,122

Main stage line-up, Travel plans,

Accommodation and Ticket Sales went up

on the Event Page & allowed people

attending to co-ordinate

#SulaFest 2013 Flashback

Relived the good

memories

Shared the key Artists

Shared Brand loyalist

testimonials

Partner buzz

Details on the Bands

What?

- We disclosed 1 band

every alternate day

- True fans were

identified by clues given

before the Event

- Recall & Adoption for

artists created through

sharing Band Videos

10 day Countdown….

Facebook Contests

400

participants

280

participants

Twitter Contest #1:

Can’t miss #SulaFest because….

Contest: Users were asked to share their reason to attend #SulaFest

Impact: Engaged with people who had attended previously to share their experiences

Twitter Outreach: 192,354

Contest Statistics

Twitter Contest #2:

Bond with the Band

Contest: Send in a warm welcome to the Band & meet them at #SulaFest!

Impact: Create awareness about the Bands & increased excitement to attend

Twitter Outreach: 309,124

Trended in Mumbai for

the entire day & across

India for a few hours

Twitter Contest #3:

Musical Name Twist

Contest: Give a Musical Twist to your name

Impact: Got the whackiest names & additional virality as people tagged others

Twitter Outreach: 416,197

Instagram Outreach

OUTREACH:

5.7 Million

PARTNER CAMPAIGNS

Contest: What would you wear at the Hottest Music Festival of 2014?

Impact: Reached out to the fashion-conscious fest-goers & gave dress up ideas

Phase2:

Live at the Event

Live Facebook Album Updates

Outreach

5.2 Million

Live Coverage by Sula Vineyards

Live Coverage by Tweeps

Live Coverage by Sula Vineyards

Live Coverage by Vinoteca By Sula

Live Coverage by Sula Selections

Live Coverage by Miss Malini

Live Coverage by Vero Moda

Live Contests at Venue

Stay Fashionable while at #SulaFest & share it with us

by clicking a photo, along with a bottle of Sula

Outreach: 3 Lakh

Top Influencers for #SulaFest

Phase 3:

Post Fest Sustenance

Closing up #SulaFest ‘14

#Sulafest ‘14 Album

uploaded

Posts thanking fans for

their love at Sulafest

Posts talking about the next

year & new experiences

Closing up #SulaFest ‘14

#Sulafest ‘14 Album

uploaded

Posts thanking fans for

their love at Sulafest

Posts talking about the next

year & new experiences

SulaFest ‘14 – Social Media Impact

Particulars Numbers

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

QUOTE BY SULA AND

MSI

“SulaFest 2014 was a great success and sold out once again!The fest saw close to 10,000 fest-goers all who had a weekend to remember and this year was a grander production than ever before. This year we doubled our digital and social media efforts and saw the results with a massive amount of our ticket sales coming from Facebook & Twitter, with thrice the amount of outreach than last year as well.”

-Cecilia Oldne

“A Fest always creates a lot of noise on digital through loyalists but we wanted to go bigger and far wider this year. Using Fest loyalists and targeted Partners, we created the right kind of buzz across social media while also creating constant offline touch points at the event to increase recall for our brand and gain live feedback about SulaFest. This year has been legendarily larger than 2013.”

- Zafar Rais, CEO, MindShift Interactive

www.mindshiftinteractive.com

Thank You