Social media case study:

#WhatMakesColabaDiffere

ntFor

6th Street Yogurt

• Create awareness about the new store launch

• Generate footfall at the new store

• To sample the product

Client Brief

• To create a campaign named #WhatMakesColabaDifferent which would

run across Facebook and Twitter

• To Create awareness among existing fans on Facebook using promotional

updates

• Create awareness among existing followers on Twitter using promotional

tweets

• To build a larger fan base on Facebook with the help of targeted

Facebook ads

• To build a larger follower base on twitter with the help of relevant #tags

and keyword tracking to interact with them

• To build a larger database by encouraging participation across Facebook

and Twitter

• Give away online coupons to participants to generated larger footfall at

the new store and encourage Product Sampling

Campaign approach

Campaign Name:#WhatMakesColabaDifferent

Incentive:Free yogurt coupons

Duration:May 3rd - May 9th, 2013

About campaign

• An interactive application was created where in fans were

asked to answer a simple question i.e

#WhatMakesColabaDifferent

• All the participants were asked to give their contact details and

click on the download coupon button to claim their free yogurt

• Interactive posts were used throughout the week to attract the

existing fans

• Facebook ads were created and optimised to attract new fans

Facebook application

Facebook application flow

Interactive Facebook posts

Interactive Facebook posts

Interactive Facebook posts

Interactive Facebook posts

Online coupon

Participants were

given online

coupons to claim

their free yogurt

• Keyword tracking used to reach out to the target

audience

• Hashtags were used to attract new fans

Twitter

Screenshots of Twitter responses

Screenshots of Twitter responses

Screenshots of Twitter responses

Screenshots of Twitter responses

Screenshots of Twitter responses

- 1800+ Unique users interacted with 6SY’s

Facebook and Twitter profiles

- 81 New followers on Twitter

- 1.5 k new fans on Facebook

- 43.6 k Reach on Twitter

- 946.2 k Impressions on Facebook

- 2.2k total Interactions

- 122 Total Coupons downloaded

- 288 Mentions on Twitter

Results

Campaign duration: May 3rd – May 9th 2013