krds india - vodafone cycling marathon 2015 social media case study

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FOR

FOR

• To create awareness about the event & pull traffic to their website and influence registrations

OBJECTIVES

• Negate the bad experiences of participants last year

• To increase followers on their social platforms

Vodafone Cycling Marathon’15

170 original Facebook posts (copy and creative) for the 60-day campaign across these categories and themes.

10 reasonswhy VCM

15is better

thanVCM 14

Bicycle jokes

Bicycle Diaries(tied to radio

event)

BICYCLEBET (tied

toon-groundactivation)

104 HOURS OFCYCLING(tied to radio

event)

VCM Green

City (tiedto Twittercampaign

with #VCM15)

Content Strategy

Vodafone Cycling Marathon’15

Custom Audience

Ads to lure last year

participants

Social Ad strategy

Look-alike audience to bring

fresh registratio

ns

55% traffic to the

website came via

Social Ads

Vodafone Cycling Marathon’15

BEST REACHED POSTS (Organic)

OrganicreachRate78%

OrganicreachRate24%

OrganicreachRate20%

Vodafone Cycling Marathon’15

BEST ENGAGED POSTS

Engagement Rate310%

Engagement Rate117%

Vodafone Cycling Marathon’15

30273FANS ADDED

2,11,502REACH

58%AVERAGE POST ENGAGEMENT

55%OF TRAFFIC TO WEBSITE WAS FROM SOCIAL

40% REGISTRATIONS THROUGH SOCIAL

40%INCREASE IN BRAND SENTIMENT

RESULTS FOR THE PERIOD- Jan’15 to Mar’15 with KRDS in charge

2500+QUERIES HANDLED ON FB & TWITTER

510POSITIVE COMMENTS ( 40 last year)

30NEGATIVE REVIEWS (250 last year)

Vodafone Cycling Marathon’15

2.7 KFANS ADDED

127POSTS MADE

ENGAGEMENTS2.5K

30.2 KFANS ADDED

170POSTS MADE

ENGAGEMENTS24 K

BEFORE

Dec’13To

16th

Feb’14

WITH

Jan’15To

Mar’15

1000+ Tweets

From 200+ relevant followers

N/ATWEETS

Vodafone Cycling Marathon’15

0

20000

40000

60000

80000

100000

120000

140000

160000

180000

TOTAL CUMULATED PAGE REACH*

POST REACH

KRDS EFFECT

KRDS EFFECT

BEFORE KRDSDec’13-Feb’14

Since KRDS took over

Jan’15- Mar’15

EVENT DAY 2014

POST REACH- 42,658

EVENT DAY 2015

POST REACH- 1,23,655

* Total Cumulated Page Reach is the sum of reach of all the posts for each month

THANK YOU

www.krds.com

feed.krds.com twitter.com/KRDS

facebook.com/KRDS

[email protected]