agency spotlight case study: solomo media case study - how ferns n petal increased its visibility...
DESCRIPTION
Valentine's day is the season of love and Ferns N Petals offers various gifting solutions for the occasion. To create greater visibility and reach out to potential customers, Solomo Media ran a campaign until the run-up of Valentine's Day to portray Ferns N Petals as the perfect gifting partner. The purpose was to increase the transactions as well as handling customer queries for the occasion. The campaign resulted in higher engagement and transactions for the page.TRANSCRIPT
Valentine’s Day 2014 CampaignCase Study
Introduction
Ferns N Petals is a leading Indian florist and
gifting portal. With over 180 outlets in 72
cities nationwide and delivering across 155
countries worldwide, Ferns N Petals pioneered
the concept of social expression. Valentine’s
Day marks an important event for the
organization in terms of increasing awareness,
visibility and the actual orders.
Campaign Objective
To increase visibility and number of transactions from social channels on the
occasion of Valentine’s Day
Campaign Idea
To showcase the wonderful gifts people could send on Valentine’s Day and
portray Ferns N Petals as the perfect partner to celebrate the Valentine’s Day.
Execution
Each Day to the run-up of Valentine’s Day was celebrated with a changed cover
image
Execution
Gifts appropriate for
celebrating each day were
promoted
Each carrying a separate tag
to celebrate the event
Image: product shared for ‘Kiss Day’ Image: product shared for ‘Rose Day’
Execution
People were encouraged to pre-order their gifts to remain tension free. Also
coupons were shared to prompt people to buy directly from social channels
Contest: #FNPValentineEach day, a question was put up related to Valentine’s day and love in general to encourage people to engage and participate with the page
Promotions
Social Customer Care
• More than 150 complaints were handled through Facebook, Twitter and Google Plus
• Social channels were used to communicate with disgruntled customers to assure them that each and every complaint will be resolved
• Each complaint was responded to and resolved with the help of FNP’s customer service team
• Positive customer reviews were shared
Social Customer Care
Results
• 1508 new organic likes during 1-14 February
• 100 Average Daily likes on the page
• 7850 Avg. Weekly Organic Reach during campaign, 2.9 times than normal
• 477 Average Daily Post Likes during campaign, 1.3 times than normal
• 83 Average Daily Comments during campaign, 2.3 times than normal
• 62 Average Daily Shares during campaign, 1.2 times than normal
