Case Study: Using Facebook to Drive Registrations to Penguin India's Spring Fever 2013 Event

Case Study: Using Facebook to Drive Registrations to Penguin India's Spring Fever 2013 Event

How AliveNow helped Penguin India get thousands of registrations for the Spring Fever 2013 event

The Challenge

• Penguin Books on Facebook (www.facebook.com/PenguinIndia) is the official Facebook page with close to 1 lakh fans.

• Penguin Books wanted to use the Facebook Platform to drive registrations for the Spring Fever 2013 event and spread awareness about the various authors and celebrities attending the even.

• The audience on the page were young and outgoing in nature. They had passion for books and reading.

• We came up with a simple but effective application on Facebook to engage with the audience on Penguin Books and give away passes to the event through Facebook.

Facebook Case Study - Penguin Books India02

Strategy and Approach

• Knowing that the audience on the Penguin Books page were very passionate about books in general, we decided to come up with a simple app and gave away passes who ever wanted to be a part of the event.

• We came up with the Spring Fever 2013 application.

• In this application, a user has to select an event they are interested in and fill in their details to get their passes. They could request for more than 1 pass for family and friends.

• We used the Facebook application platform and the Facebook Ads platform to reach the right audience and achieve the desired results.


Spring Fever 2013 App: Pre-Like Page

Pre-Like PageOnce the user comes to the app, they have to LIKE the page to enter the app and register to get their passes.

If a user doesn’t LIKE the page, then the fan cannot register for passes.


Spring Fever 2013 App: Register Page

Register PageThe fan comes to the main page where they can select “Register” or “Events on the top.

They can click Register and select the number of passes required for a particular event and submit their details.


Spring Fever 2013 App: Events Page

Events PageThey can also click on “Events” to browse through the details various events happening over the 10 day period. After browsing through they can come back to register and request for passes.


Spring Fever 2013 App: Thank You Page

Thank you PageOnce the registration for the event is done by the fans, we thanked them for showing interest in the event.

Automatic EmailThe user who registered will get an automatic email from Penguin after which passes will be sent across to them.


Promoting Spring Fever 2013 on the Page

We posted regularly about the event on the page which had amazing response from all the book lovers. This post had 14 shares and 86 likes.



We asked the fans to register for this mega event and the response was great. Thousands of people requested for passes through the app.



As and when events were happening, there were regular posts on the Penguin page about them.



More updates from the event. Here are pictures of Nikita Singh and Ramchandra Guha at Spring Fever 2013.



More updates and pictures from the Spring Fever 2013 event!


Promoting via Targeted Facebook Ads

• Besides engaging the existing audience of Penguin Books, we also wanted to reach a new audience via highly targeted Facebook ads.

• We used targeted Facebook ads in an effective manner with many targeting criteria to reach the right untapped audience.

• Targeting was done based on the following:• First only in geographic areas where users can attend the event. • Then targeting users who had LIKED: Books, Reading, Writing, etc. Author

targeting, book genre targeting, etc. • This way, we reached the right audience and got optimal ROI on the ad

spends done.


Sample Facebook

Ads

The Results: Spring Fever 2013

• The Penguin Books Spring Fever 2013 application was live on the Facebook page and ran for a period of 15 days.

• During that period, the response was overwhelming, on all parameters, the campaign was a success. Few important numbers are given below.

Parameter Time period

Number

No. of New LIKES

15 - 18 days20,000+ New Likes to the page during the event.

No. of Passes requested

15 - 18 days A total of 7,431 passes requested.


Client and Agency Speak“Spring Fever is a festival designed keeping the reader in mind and is open to all booklovers to attend and connect with their favorite authors. Our primary outreach platform on the digital space was Facebook, and we are delighted with the overwhelming response and enthusiasm that our posts and outreach generated. Through Facebook, Spring Fever quickly became viral and was shared extensively, bringing more like minded readers and book lovers to the festival – and to our page.”Hemali Sodhi, Vice President, Marketing & Corporate Communications, Penguin India.

“This campaign was tremendously successful on all parameters. We achieved more registrations than we expected, thousands of users learned about the fantastic events happening at Spring Fever and we increased our user base to touch almost 1 lakh Likes on the page by the end of our campaign. Facebook ads and Promoted Posts also worked really well in spreading the news about Spring Fever and it also reached the right audience.”Adhvith Dhuddu, CEO, AliveNow - Social Media Management.


Thank You!

For more details regarding the Penguin India Facebook Case Study for Spring

Fever 2013, write to us at [email protected] with your queries.

Visit us at www.alivenow.in to learn more.


mailto:[email protected]

http://www.alivenow.in/

Case Study: Using Facebook to Drive Registrations to Penguin India's Spring Fever 2013 Event

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