Social Engagement Case Study: Kalamandir

Project Details:

Client: Kalamandir

Category: Retail

Contest Start Date: March 10th, 2012

Contest End Date: March 31th, 2012

Duration: 21 Days

Agency: 84ideas Media LLP

Social Media Channels: https://www.facebook.com/Kalamandir

Target Audience:-Men & Women-Age : 18 years and above

About Kalamandir

Kalamandir is a garment retail house predominantly based out of South India.

It started as a retailer of sarees in Hyderabad in September 2005 at a very modest scale with a Retail Outlet of 2000 square feet. As of today, it operates 12 retail stores, out of which 4 are in Hyderabad, 5 are in Bangalore, 1 in Vijayawada, 1 in Hanumakonda and 1 in Guntur. These 12 retail stores are spread over about 80,000 square feet. 

Executive Summary

By using its Facebook Page as a platform, Kalamandir wanted to drive footfalls and sales during Ugadi 2012 across Andhra Pradesh & Karnataka. We at 84ideas developed and launched The Golden Bill Contest to achieve the business goal of Kalamandir.Facebook Marketing Impact in 21 Days: 617 shopping bills were submitted on

the Facebook page by contest participants

Generated sales of over INR 10,00,000 (1 Million)

77,300 unique Facebook page visitors (via Organic & Viral reach)

1600 stories created by 1200 Facebook users (Includes shares, likes, comments)

Kalamandir Facebook page gained 431 new fans in an organic way

617 email ids and mobile numbers were collected to keep in touch for future communications.

“Kalamandir got a splendid response from the “Golden Bill Contest” which was Promoted through the Facebook page. 617 customers participated in this promotion and an incremental sale of over INR 1 million happened during the campaign.”

– Ravi Singh I Marketing Manager I Sai Silks (Kalamandir) Ltd. Mobile +91 - 9243000132

Social Media Objectives

- To drive Kalamandir Facebook fans to the stores during Ugadi 2012

- To generate sales through Kalamandir Facebook page

- To collect the database (Name, Email Ids & Mobile No) of the offline customers for future communications.

Concept

Indians love to celebrate festivals and special occasions and one activity that happens big time during this period is shopping. People splurge money buying new clothes and gold (jewellery) for their family members and it gives an aura and auspiciousness to the whole occasion.

Kalamandir can leverage the occasion by giving an enticing offer apart from regular festive discounts.

Idea – The Golden Bill Contest

All the retailers are offering more or less same discounts during Ugadi 2012. Apart from regular discounts given at Kalamandir stores, now customers has a reason to shop at Kalamandir because of The Golden Bill Contest. The golden bill contest is the differentiating factor where

1.It gives a special feeling of taking home prosperity in the form of gold coins.2.And it gives a feel-good factor to customers that the relationship with Kalamandir doesnʼt end with shopping this Ugadi.

Strategy & Execution

Custom App Design & Development

A custom Facebook app was designed and developed for the contest using which participants can submit their shopping bill numbers.

When they clicked on ‘SUBMIT HERE’ button, they were directed to >>>

App Link: http://apps.84ideas.com/kalamandir/the-golden-bill-contest/

Custom App Design & Development

A form where they submitted details about shopping bill and their contact details. Post submitting their details, they need to click on ‘Enter Now’ button to confirm their participation. After that >>>

App Link: http://apps.84ideas.com/kalamandir/the-golden-bill-contest/

Custom App Design & Development

A thank you note with ‘Social Sharing’ features will pop up communicating the details about winners announcement date.

App Link: http://apps.84ideas.com/kalamandir/the-golden-bill-contest/

Contest Promotion

The contest was promoted to Kalamandir Fans via its Facebook Page

Contest Promotion

Contest Promotion

Contest Winners Announcement

Contest Winners Announcement

Prize Distribution at Kalamandir Stores

ROI & Performance of The Golden Bill Contest

Return of Investment (ROI) through Facebook MarketingReturn of Investment (ROI) through Facebook Marketing

The Golden Bill Contest has generated sales of Rs. 10,48,900 in just 21 days through Facebook promotion.

ROI Analysis:

Details Amount/Units

Minimum amount to shop to participate in the contest Rs. 999

Average Shopping Bill Amount (As given by the client) Rs. 1700 - 2000

Total Number of Bills Submitted 617

ROI (AVG Shopping Bill Amount X Number of Bills Submitted) 10,48,900

285,500 Facebook Page Impressions by 77,300 Unique Visitors 285,500 Facebook Page Impressions by 77,300 Unique Visitors

Source: Facebook Fan Page Insights by Sprout Social

Impressions: The total number of times any Facebook user (fan or non fan) could have potentially seen any content associated with Kalamandir Page in their News Feed or Ticker or by visits to Kalamandir Page directly.Users: The number of unique users (fans or non fans) that have seen an any content associated with Kalamandir page.Impressions Breakdown

Contest Impressions & Sharing by Age & GenderContest Impressions & Sharing by Age & Gender

1600 Stories by 1200 Facebook users 1600 Stories by 1200 Facebook users

Source: Facebook Fan Page Insights by Sprout Social

Stories CreatedA story on Facebook is created when a user likes your Page, posts to your Page's Wall, answers a Question you posted, RSVP's to one of your events, mentions your Page, phototags your Page, checks in at your Place or likes, or comments on / shares one of your Page posts.

Thank you