social media case study #sulafest '15
TRANSCRIPT
Social Media Campaign Report 2015
by
q Increase buzz, engagement and desire to attend SulaFest ‘15
q Create awareness of the schedule, what’s new and leverage partnerships
q Drive sales for the Fest
q Capture the Fest live & engage with Fest goers
OBJECTIVES
CHALLENGE INSIGHT • The need to break away
from the clutter of Fests was necessary
• A personal connect with Fest goers was important
• Fest goers look for popular artists, an amazing ambience and fun things to do at a Fest
• Tell a tale of SulaFest completing 8 years towards creating a bond with the regulars & Pirst timers
• Engage with partners and bands, to highlight the various differentiations via Social Media
• Create Video Content that starts conversations
• Excite Fest Goers with more than the regular – Drones, Vineyard Tours, Live Contests & Exciting Instagram Videos
• Increase desire to attend amongst new audiences & the regulars
• Stand out from the crowd of Festivals
• Capture the Event Live & keep excitement levels high
INSIGHTFUL DIGITAL OUTREACH
SOLUTION
Twitter Outreach 34.87M Facebook Outreach 4.25M Instagram Outreach 30.39M Total Outreach 69.52M
Total Tweets 664
Twitter Interactions 6,046 Total Facebook Posts 136
Facebook Interactions 26,881 Total Instagram Posts 118
Instagram Interactions 8,539 YouTube Views 7,477 YouTube Videos 5
Total Facebook Fans 45,774 Total Twitter Followers 6,775 Total Instagram Followers 2,973
OVERALL CAMPAIGN OUTREACH
Phase 1
• Pre-‐ Event Promotion • Oct 19th – Feb 6th , 2015
Phase 2
• Event Promotion • Feb 7th – Feb 8th 2015
Phase 3
• Post Event Promotion • Feb 9th – Feb 16th 2015
PROMOTION SCHEDULE
PRE-‐ EVENT PROMOTION Duration: Oct 19th – Feb 6th, 2015
UPDATED COVER PHOTOS
Going: 5,300
The event served as a great platform to inform the guests about: -‐ Main stage line-‐up -‐ Atmasphere line-‐up -‐ Travel and Accommodation -‐ Website -‐ Ticket details -‐ Ticket Exchanges -‐ Partner Promotion -‐ Post Event Feedback
SULAFEST ’15 EVENT PAGE
CONTENT STRATEGY
We relived the excitement of SulaFest ‘14 through visuals and videos that got memories alive & excitement levels for 2015 soaring
Interactions: 402 Outreach: 4,386
SULAFEST ‘14 FLASHBACK: ALBUM
Total Posts: 4 Interactions: 834 Outreach: 15,288
SAVE THE DATE
Views: 5949
Views: 327
ARTIST & TEASER VIDEOS
Total Posts: 4 Interactions: 1,601 Outreach: 37,982
TICKETS GO LIVE ON ‘BOOK MY SHOW’
Interactions: 1,747 Outreach: 50,543
10 DAY COUNTDOWN
10 tips around what to do and how to enjoy the festival, along with the promotion of the “early bird offer”
Total Posts: 10 Interactions: 1,697 Outreach: 32,738
#SULAFEST TIPS
CONTESTS
Total Entries: 301 Interactions: 1,407 Outreach: 115,702
FACEBOOK CONTEST: I’m excited for #SulaFest because…
Total Entries: 200 Interactions: 744 Outreach: 21,832
FACEBOOK CONTEST: Tag the friends you want to come to #SulaFest with
TWITTER CONTEST: Reasons To Attend #SulaFest ‘15
Where Did It Trend?
TWITTER CONTEST: Reasons To Attend #SulaFest ‘15
TWITTER CONTEST: Give us a cool Tagline for #SulaFest ’15…
TWITTER CONTEST: Give us a cool Tagline for #SulaFest ’15…
Where Did It Trend?
PROMOTIONS BY PARTNERS & ASSOCIATES
PARTNERS & ASSOCIATES
WINE MEETS FASHION
A different look for every wine
CONTEST -‐ #VMSTYLEESSENTIALS
TOTAL POSTS: 2 INTERACTIONS: 736
Contest – Tell us what you’re looking forward to the most at #SulaFest ‘15
Total Tweets: 6 Outreach: 2,426,526
Contest: What all do you know about #SulaFest & how eager are you to a?end?
Total Tweets: 15 Outreach: 177,720
Contest-‐ Fans share their favourite reasons to a?end #SulaFest ‘15
Total Tweets: 15 Outreach: 177,720
EVENT DAYS Duration: Feb 7th – Feb 8th , 2015
DAY 1
We gave our fans & followers an insight into the live happenings at the venue
LIVE COVERAGE
Drink Partners Sangria Room
Coverage of all the cool stuff at #SulaFest covered, as it happened
AROUND THE FEST
Food at Sula Fest
AROUND THE FEST
Twitter Follower Love
LIVE TWEETS
LIVE TWITTER CONTEST: Tell us how you are having a good time at
#SulaFest ’15…
Followers on twitter loved the fest & showed it
LIVE TWEETS
Artists Bytes increased interactions while performance videos & happenings around SulaFest kept everyone aware!
BACKSTAGE & BEYOND VIDEOS
DRONE VIDEOS YOUNG THE GIANT SWARATHMA VIDEO
Artists Bytes Exclusively For Our Instagram Feed
LIVE BACKSTAGE INSTAVIDEOS
Rodney Branigan
BOMBAY BASSMENT
Lucky Ali
Hyperlapse videos of the Vero Moda fashion show & live pictures giving the fans a sneak peek into their SS ’15 collection
LIVE INSTAVIDEOS
Interactions: 53 Interactions: 82 Interactions: 42
INSTAGRAM BOOTH
Everyone loves a booth that asks you to Pose!
BLOGGER OUTREACH
WHAT WEAR HOW LOVE AND OTHER BUGS
We summed up each day of #SulaFest with videos capturing the best of the fest which got excellent Facebook, Twitter & Instagram
interactions
INSTAVIDEOS ROCKED!
Interac>ons: 88 Outreach: 427,200
Interac>ons: 150 Outreach: 445,950
For the very Pirst time, SulaFest had its own Drone at the Vineyards, covering the beautiful vineyards, the exciting festival & the fun fest goers!
THE #SULADRONE WAS A HIT!!
View of the Fest & the Vineyards
With all the live tweets, conversations & excitement by fest goers, we successfully trend most of the day, both days
TRENDED BOTH DAYS!!
POST-‐ EVENT PROMOTION Duration: Feb 9th – Feb 16th , 2015
THANK YOU ALL
• Facebook Album with all the celebs, bloggers, performers & friends
• Posts thanking fans for their love & support
• Responses to all comments & reviews • Posting Blogs, Press Coverage • Videos of all the activities
THROWBACK TO SULAFEST ’15
Interactions: 1,101 Outreach: 25,184
VIDEO INTERVIEWS
SUMMING IT UP..
Platform Metrics Pre Event During Event Post Event Overall
Facebook Total Fans 37,318 45,143 45,774 45,774 Interactions 20,434 4,702 1,745 26,881 Outreach 3,325,703 344,603 580,777 4,251,083
Total Followers 5,981 6,750 6,775 6,775
Interactions 4,673 1,163 210 6,046 Outreach 15,977,978 14,690,791 4,208,843 34,877,612
Total Followers 1,607 2,848 2,973 2,973
Interactions 2,786 4,999 754 8,539 Outreach 9,515,400 19,690,700 1,189,200 30,395,300
CAMPAIGN SUMMARY
Fes>val Sherpa (@Fes>valSherpa) Retweets: 243 MissMalini
(@MissMalini) Retweets: 110 Just Nashik
(@justnashik) Retweets: 88
TOP INFLUENCERS BY ENGAGEMENT
MissMalini (@MissMalini)
Reach: 16,783,547 blue FROG
(@theblueFROG) Reach: 3,710,278 Divya Du[a
(@divyadu[a25) Reach: 1,110,855
TOP INFLUENCERS BY REACH
A share of 37.4% conversa>ons were contributed by Females, while Males led to 62.6% conversa>ons for SulaFest’15
SHARE OF VOICE
TOP KEYWORDS
53.5% of the conversations around SulaFest’15 were positive in nature, with most people sharing their views about Food, Music Concerts, Location and the scenic beauty at Sula Vineyards 37.5% Neutral conversations were primarily about them heading to #SulaFest ’15
SENTIMENT ANALYSIS
Particulars SulaFest ‘14 SulaFest ‘15 Facebook Fan Growth 4,805 8,513
Current Number of Facebook fans 22,249 45,774
Engagement Ratio (Facebook) 12% 13.15%
Twitter Follower Growth 802 794
Current Number of Twitter Followers 5,291 6,775
Instagram Outreach 5.7M 30.39M
Facebook outreach 25.5M 4.25M
Twitter outreach 19.16M 34.87M
Total outreach 50.36M 69.52M
The overall outreach of the campaign grew by ~19.16M as compared to last year
COMPARATIVE ANALYSIS: 2014 VS 2015
• 56% of the outreach through posts was organic on Facebook • Videos on Facebook contributed with an outreach of 156K for the
campaign • Instagram proved to be a powerful platform for SulaFest with an
outreach of 30.39M and an achievement of 1.4K new Followers • Twitter interactions soared with reviews, check-‐ins & appreciation for
the Event • Audiences at SulaFest loves the Drone Activity & engaged with it
thoroughly • Blogger associations helped spiking the virality through out the event
promotions and should be followed as a trend
HIGHLIGHTS
