social media case study of kesar sweets jaipur
DESCRIPTION
Client: Surya Mahal Group Agency: Mercury Digital MarketingTRANSCRIPT
Social Media Case StudyClient: Kesar
About Client:
Kesar, an Indian Dessert Store in Jaipur, offers an exceptional and the widest platter of premium Indian desserts, Turkish delights and fusion sweets.
Coming from the Surya Mahal Group– a group synonymous with proven excellence in serving high quality food.
The Surya Mahal Group has been valuable to Jaipur's culinary experience for over decades since the establishment of its first restaurant in 1985. Here’s a look at the various ventures of Surya Mahal Group.
Launch Of The First Store13 October 2013
Objectives
Brand Awareness Brand Engagement
Target Group
Age Group: 20+ Location: Jaipur (Majorly)
Challenge
As the store was new and the season of Diwali is very important for the sweet market, It was important to create a buzz for the store but due to lack of time, it was not possible to develop any facebook application to run any good contest and get the participation at the same time.
The Idea
Kesar was coming up with a lot of innovative sweets and flavours, to attract people toward these sweets and make a difference a timeline contest was organised in which facebook fans were asked to tell the name for some unique sweets which will be later adapted by Kesar. We named it #SweetestName Contest and winners were awarded with sweet boxes(We called them Happiness Box) from Kesar.
Execution of the ContestAim: To get maximum participation
Execution of the Contest:Communication and Content Strategy
Announcement Through Post
Cover Image
Through Facebook Ads
Paid Promotion of Individual Stories
Facebook Note
Live Commentary
Live Winner Announcement
Highlights of the Contest
Simple and Easy to participate Challenges fans to come up with quick creative
ideas Cost Effective as no Facebook Application or
website required. Fast to execute and manage from creative team
Results in 5 Days of Campaign
Results in 5 Days of Campaign
Total Entries: More than 200 Total Participants: 80+ 50% Increase in Page likes Contest Reached to more than15 thousand
Facebook users through paid and organic promotions.
Total Investment in the Contest (Including the cost of Management, Advertising and Giveaways): Approx. Rs 6 K
#Sweetwist Campaign
About Campaign
Social Media is all about fun and socialising brand, at the same time connecting fun with a brand is the biggest challenge of this industry. Trends of advertising and social media industry in India clearly indicate that bollywood is the most successfully used tool for branding. Kesar decided to experiment on open ended minimalistic design bollywood posters by integrating indian sweets to engage fans.
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Response and Appreciation
Majority of Facebook fans loved the campaign, which helped in a lot word of mouth publicity and brand advocacy.
Other day to day activities to tempt fans for sweets.
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News Articles
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