Case Study on Basics Life’s Facebook

marketing

Presented ByFaheem AhmedFounder & CEO, BYT Social@faheems

Facebook Stats for India

Number of users on Facebook in India: over 13 millionNumber of male users on Facebook in India: 9 million

Number of female users on Facebook in India: 4 million78% of them in 18-34 age group

50% of Facebook users have income over 2 lacs / pa

Half of the users are above 24 years of age. 63% users are graduates & above.

Has overtaken Orkut in India

Facebook penetration in India

Facebook growth in India

Background - Basics Life & BYT

Basics Life is a 20 year old fashion company with 3 brands Basics 029, Genesis & Probase. Basics 029 is a casual wear brand, Genesis is a formal wear brand popular with

young professionals & Probase is a youth brand which is easy on the pockets.

BYT is a digital agency with expertise in social applications development, Social media

marketing, online advertising & web applications

With growing dominance of Facebook, initial skepticism and a small marketing budget the

choice was clear to engage on Facebook first.

Connect with brand loyalists Brand AdvocacyCommunicationCrowdsourcing

Customer service issues & support – CRM Tool

Strategy

Execution•As with any fan page, we invited friends & family and saw a viral effect with plenty of

friends of friends becoming fans.•We decided early on, not to engage in non-brand conversation. Research was clear that people are on brands’ pages for product info, offers, contests, etc. & not for “Friendship”

•BYT suggested a Facebook contest application which will help spread brand awareness through

questions about the brand. •Product updates & conversations around the

brand.

Execution

•Viral Campaigns like Write a Slogan (offline & online)

•Find the Colombo store contest

•Model Hunt for Fashion Show

•Brand awareness quiz (weekly) Close to 4000 people have used this app till date.

Campaigns

Find Colombo StoreSlogan contest

Find Colombo StoreChetan Bhagat’s 5 Point Someone

Find Colombo StorePromotions with Stars

Did promos along with Galatta Cinema & south Indian stars like Simbu, Arya, Bharat & others

Find Colombo StoreFind Colombo store

Model hunt

Demographics

UserbaseQuick Facts

•21,500+ fans•94% of Fans are Male

•91% are between 13-34•Top cities are Delhi, Mumbai, Chennai,

Hyderabad, Bangalore, etc•15k in India and 4.5k in Sri Lanka

•Over 75% of the traffic to online store is from Facebook. No SEO done as yet

UserbaseMeasuring success

•Fans raving about the brand on the page•Bloggers picking up the story

•Afaqs! Reporter, India’s leading magazine for advertising, media & marketing picked us to be part of

their cover story. Small Brands on Facebook – Kapil Ohri.

•Kapil says “After visiting more than 75 Facebook brand pages of Indian Brands - various small brands are utilising their Facebook presence more effectively and intelligently than many big brands. Despite their size and marketing muscle, many big brands fall behind

when it comes to ‘number of fans’ and ‘interactivity’ on their Facebook brand pages”

http://bit.ly/BYTafaqs

UserbaseWhat did we learn?

• With increasing number of fans outside of service areas we had to start an online

store• Growth cannot be achieved only through

viral campaigns. • Learnt the power of social advertising to

increase fan base• What we believed will do well does not

resonate with fans always. Be ready to accept that.

UserbaseHow did we do it?

• Co – management. Social media cannot be completely outsourced.

• Social advertising. No Money No Honey!• Committed effort on a daily basis

• Listen, adapt & adopt what fans have to say

• Engaging apps• Viral campaigns

• Tell a story through - Great visuals, videos, articles, etc

UserbaseThank You

Faheem Ahmed

Founder & CEO, BYT Social

-----------------------------------------------------------------email – faheem@BYTindia.comfacebook – facebook.com/BYTsocial twitter – faheems