ferns n petals valentine's day campaign case study by solomo media
DESCRIPTION
A brief case study for the successful social media campaign conducted for Indian gifting giant Ferns n Petals during Valentine's Day 2014. Our objective was to increase visibility & transactions from social media. See what we did.TRANSCRIPT
![Page 1: Ferns N Petals Valentine's Day Campaign Case Study by Solomo Media](https://reader033.vdocument.in/reader033/viewer/2022061216/54b38ea64a79594e7d8b476d/html5/thumbnails/1.jpg)
Valentine’s Day 2014 CampaignCase Study
![Page 2: Ferns N Petals Valentine's Day Campaign Case Study by Solomo Media](https://reader033.vdocument.in/reader033/viewer/2022061216/54b38ea64a79594e7d8b476d/html5/thumbnails/2.jpg)
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.
![Page 3: Ferns N Petals Valentine's Day Campaign Case Study by Solomo Media](https://reader033.vdocument.in/reader033/viewer/2022061216/54b38ea64a79594e7d8b476d/html5/thumbnails/3.jpg)
Campaign Objective
To increase visibility and number of transactions from social channels on the
occasion of Valentine’s Day
![Page 4: Ferns N Petals Valentine's Day Campaign Case Study by Solomo Media](https://reader033.vdocument.in/reader033/viewer/2022061216/54b38ea64a79594e7d8b476d/html5/thumbnails/4.jpg)
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.
![Page 5: Ferns N Petals Valentine's Day Campaign Case Study by Solomo Media](https://reader033.vdocument.in/reader033/viewer/2022061216/54b38ea64a79594e7d8b476d/html5/thumbnails/5.jpg)
Execution
Each Day to the run-up of Valentine’s Day was celebrated with a changed cover
image
![Page 6: Ferns N Petals Valentine's Day Campaign Case Study by Solomo Media](https://reader033.vdocument.in/reader033/viewer/2022061216/54b38ea64a79594e7d8b476d/html5/thumbnails/6.jpg)
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’
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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
![Page 8: Ferns N Petals Valentine's Day Campaign Case Study by Solomo Media](https://reader033.vdocument.in/reader033/viewer/2022061216/54b38ea64a79594e7d8b476d/html5/thumbnails/8.jpg)
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
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Promotions
![Page 10: Ferns N Petals Valentine's Day Campaign Case Study by Solomo Media](https://reader033.vdocument.in/reader033/viewer/2022061216/54b38ea64a79594e7d8b476d/html5/thumbnails/10.jpg)
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
![Page 11: Ferns N Petals Valentine's Day Campaign Case Study by Solomo Media](https://reader033.vdocument.in/reader033/viewer/2022061216/54b38ea64a79594e7d8b476d/html5/thumbnails/11.jpg)
Social Customer Care
![Page 12: Ferns N Petals Valentine's Day Campaign Case Study by Solomo Media](https://reader033.vdocument.in/reader033/viewer/2022061216/54b38ea64a79594e7d8b476d/html5/thumbnails/12.jpg)
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