Social Engagement PlanSeptember - Oct’ 2014

Success Story

Kolte-Patil Developers NestFest

Nomination for best social media integrated campaign

KOLTE-PATIL

The Story

About the client

Founded 2 decades ago and guided by a simple yet profound philosophy; 'Creation, not construction', Kolte-Patil Developers Ltd. is one of the foremost real estate companies which is headquartered in Pune.

The campaign

The Nest Fest by Kolte Patil Developers was aimed to create awareness about their upcoming home buying festival through various attractive offers and incentivized promotions. Some of the featured highlights of this campaign were -

- Exclusive early access to the premium inventory- Information on all the latest offers, with an instant callback from our team - 5 People to refer the most friends win an iPad- 40,000 INR cash back for online bookings- Down Payment of 5% with extended duration for repayment- 100% refund on cancellation

Find your dream home with #NestFest

The Goal

Kolte Patil Developers wanted to raise brand awareness through Nest Fest campaign. They wanted to leverage social media to showcase their premium inventories to generate maximum pre-registrations and bookings for the Nest fest event. During the campaign, the focus was to keep the cost per registration in check , increase online bookings, create viral reach and engagement, Increase account growth, encouraging people to actively involve in the interactive contest and watch campaign videos, create a perfect mix of visual and content strategy to create influence.

The SolutionThe creatives and content for the online campaign were optimized to deliver the right message to the audience featuring various promotional offers and discounts on premium inventories. Moreover, association of popular celebrities in the campaign communication improved overall click through rate, with simultaneous user interactive contests, micro series and promotions, added significant thrust to the campaign reach.

Amura's technological tools (conversion tracking, A/B Testing , behavioral analysis, social media integration) enabled us to optimize campaigns more effectively and categorizing heavy influx of leads from different sources.

#DreamNest contest and user interactive micro series generated unique followers and increased the overall engagement rate. Visual strategy adopted during the campaign ensured the consistency was maintained, and the message was correctly delivered to the audience. Associating lead generation campaign with the dream nest contest instantaneously improved the actual participation.

Integration of on-ground and online activities created positive sentiments about the brand. The strategy also included generating maximum check-ins on the brand page as it forms the crucial component of a brand touchpoint. #Mydream nest selfie contest was designed to meet this requirement

Products Used- Website Clicks- Conversion Tracking- Post Boost- Page Promotions- Event Promotions - Mobile Targeting- Facebook RHS

Goals- Increase pre-registrations- Increase account growth- Increase contest participation- Drive online bookings- Increase actual event walk-ins/check-

ins

Social Engagement PlanSeptember - Oct’ 2014

Reach

2,22,40,569

Impressions

107.4m

Account Growth

13.2k

Avg. Cost per Registration

9k

Total Registrations

588 INR

The Success = lead generation + video promotions + social engagement

30+Total Online Bookings

*data till : 5th Feb 2015

Contest - #Dreamnest

#Dreamnest aimed at promoting various projects through simple psychometric test. After successful completion of test, the user will receive his personality result along with project recommendation based on his personality

The participants were able to share their results on their timeline, thereby significantly increasing the campaign reach.

The contest escalated the account growth and was able to create significant awareness about NestFest

Shared result

Interactive micro series - Know your personality, find your dream nest.

Know your personality series created curiosity amongst the audience and encouraged maximum people to participate for the dream nest. The individual brand stories were promoted to gain maximum reach and received significant engagement

Products - Post Boost

Reach Impressions Clicks CTR CPC Likes

2,63,351 3,07,412 11,955 3.8% 4.39 268

The Creative - Ads

Dream Nest Promotions

Post Boost

Right mix of different facebook advertising objectives had an significant impact on the performance of overall campaign. The communication (content/visual) used was the major trigger which influenced the audience to engage with the ads.

Products Used:

- Post Boost- Website Clicks (Conversion)- Page Engagement- Event Promotions- Mobile promotion- Facebook RHS

Reach Clicks CTR Frequency Impressions CPC Likes Participants CPA

5,16,139 21,247 2.5% 2.04 8,64,031 4.94 1221 1100 95 INR

Overall metrics

#DreamNest Selfie contest : on-ground + online integration

DreamNest selfie contest was aimed to capture memorable moments during the actual bookings at NestFest. The entire event was promoted on facebook and twitter in real time through frequent updates.

DreamNest Overall Performance - Metrics

Social Engagement PlanSeptember - Oct’ 2014

Reach

5,16,139

Impressions

8,64,031

Account Growth

1,221k

Avg. Cost per Registration

1100k

Total Registrations

95 INR

The Creative - lead generation

Right and relevant communication proved to be major success for lead generation campaign. Appealing visuals combined with attractive offers create significant influence.

Product used - - Website clicks (conversion)- Video promotions- Post boost- Facebook RHS- Mobile promotion

Video Promotion - lead generation & branding

Celebrity and campaign related video teaser were promoted on facebook. The overall video promotions proved to be cost effective with an per video view of 2 INR.

Products Used- Newsfeed- Post Boost (video view)- Conversion