social media case study : sula fest 2014 campaign report
DESCRIPTION
This is social media case study of Vero Moda SulaFest which recently hosted on 1st & 2nd February, 2014, it is a one of a kind wine and music festival. The festival brought together music lovers, wine enthusiasts, partners and foodies. The objective of the Social Media campaign was to create a buzz around this festival on the digital platform. The objective was to attract new audiences and loyalists to attend SulaFest 2014, highlight new partnerships and drive sales through digital.TRANSCRIPT
SOCIAL MEDIA REPORT
BY
Objectives
Increase buzz, engagement and desire to attend
Sulafest amongst loyalists and new audiences
Build awareness of the schedule and partners
Highlight what’s new and expected in 2014 at
Sulafest
Generate sales for the event
INSIGHT
Too many Fests make it
complicated for people
to choose where to go
The loyalists will always
land up at SulaFest but
driving new audiences
was a focus
Artists help engage
SOLUTION
Outreach via Twitter, Facebook, YouTube & Instagram with 1 # across everywhere - #SulaFest
Developed Engagement activities in partnership with Lifestyle & Gourmet Brands, attending Bands & Event Partners towards increasing desire to attend
Increase website & sale traffic via media spends & influencers
Increased talkability via Live Tweets & Live contests during the Fest
CHALLENGE
The need to attract
new audiences and
loyalists to attend
SulaFest 2014
Highlight new
partnerships
Drive Sales
Insightful Digital Outreach
SulaFest Promotion Schedule
Phase 1: Pre-
Fest Buzz
• Dec 7th
– Jan
31st
, 2014
Phase 2: Live
Updates
• Feb 1st
– Feb
2nd
, 2014
Phase 3: Post
Fest Sustenance
• Feb 3rd
– Feb
6th
, 2014
PHASE 1:
PRE-FEST BUZZ
Cover Photos go up!
Website with all the information!
SulaFest ‘14 Event Page…
Invited: 13,036
Maybe: 807
Going: 3,122
Main stage line-up, Travel plans,
Accommodation and Ticket Sales went up
on the Event Page & allowed people
attending to co-ordinate
#SulaFest 2013 Flashback
Relived the good
memories
Shared the key Artists
Shared Brand loyalist
testimonials
Partner buzz
Details on the Bands
What?
- We disclosed 1 band
every alternate day
- True fans were
identified by clues given
before the Event
- Recall & Adoption for
artists created through
sharing Band Videos
10 day Countdown….
Facebook Contests
400
participants
280
participants
Twitter Contest #1:
Can’t miss #SulaFest because….
Contest: Users were asked to share their reason to attend #SulaFest
Impact: Engaged with people who had attended previously to share their experiences
Twitter Outreach: 192,354
Contest Statistics
Twitter Contest #2:
Bond with the Band
Contest: Send in a warm welcome to the Band & meet them at #SulaFest!
Impact: Create awareness about the Bands & increased excitement to attend
Twitter Outreach: 309,124
Trended in Mumbai for
the entire day & across
India for a few hours
Twitter Contest #3:
Musical Name Twist
Contest: Give a Musical Twist to your name
Impact: Got the whackiest names & additional virality as people tagged others
Twitter Outreach: 416,197
Instagram Outreach
OUTREACH:
5.7 Million
PARTNER CAMPAIGNS
Contest: What would you wear at the Hottest Music Festival of 2014?
Impact: Reached out to the fashion-conscious fest-goers & gave dress up ideas
Phase2:
Live at the Event
Live Facebook Album Updates
Outreach
5.2 Million
Live Coverage by Sula Vineyards
Live Coverage by Tweeps
Live Coverage by Sula Vineyards
Live Coverage by Vinoteca By Sula
Live Coverage by Sula Selections
Live Coverage by Miss Malini
Live Coverage by Vero Moda
Live Contests at Venue
Stay Fashionable while at #SulaFest & share it with us
by clicking a photo, along with a bottle of Sula
Outreach: 3 Lakh
Top Influencers for #SulaFest
Phase 3:
Post Fest Sustenance
Closing up #SulaFest ‘14
#Sulafest ‘14 Album
uploaded
Posts thanking fans for
their love at Sulafest
Posts talking about the next
year & new experiences
Closing up #SulaFest ‘14
#Sulafest ‘14 Album
uploaded
Posts thanking fans for
their love at Sulafest
Posts talking about the next
year & new experiences
SulaFest ‘14 – Social Media Impact
Particulars Numbers
Fans increased 4,805
Fans Talking about it 4,503
Engagement Ratio 12%
Current Fan Base 22, 249
Twitter Followers increased 802
Current Follower Base 5, 291
Social Media Sentiment Analysis 77% Positive
Instagram Outreach 5.7 million
Facebook outreach 25.5 million
Twitter outreach 1.06 million
Twitter Timeline Deliverables 18.10 million
Total outreach 50.36 million
QUOTE BY SULA AND
MSI
“SulaFest 2014 was a great success and sold out once again!The fest saw close to 10,000 fest-goers all who had a weekend to remember and this year was a grander production than ever before. This year we doubled our digital and social media efforts and saw the results with a massive amount of our ticket sales coming from Facebook & Twitter, with thrice the amount of outreach than last year as well.”
-Cecilia Oldne
“A Fest always creates a lot of noise on digital through loyalists but we wanted to go bigger and far wider this year. Using Fest loyalists and targeted Partners, we created the right kind of buzz across social media while also creating constant offline touch points at the event to increase recall for our brand and gain live feedback about SulaFest. This year has been legendarily larger than 2013.”
- Zafar Rais, CEO, MindShift Interactive
