Case Study: Auchan Hypermarket (India) - Imported Food Festival Wishlist campaign on Facebook

Case Study: Auchan India Imported

Food Festival Wishlist campaign

How AliveNow helped engage the fans of Auchan

India with a creative and interactive Facebook

campaign to promote the Imported Food Festival!

About Auchan India

• Auchan is one of the world’s largest hypermarket chains with 616

hypermarkets in 12 countries in Central and Northern Europe, Russia,

and China.

• Auchan is now in India with 13 hypermarkets in various cities.

• It’s a hypermarket where everything starting from food, groceries,

electronics, beverages, clothing and almost everything is under one electronics, beverages, clothing and almost everything is under one

roof.

• Auchan launched its Imported Food Festival campaign on the 8th

February, which features a varied range of international food

products from across the globe.

02 Auchan India Imported Food Festival - Facebook Case Study

Objective of the Imported Food Festival campaign

• To increase awareness about Auchan, the hypermarket that has just

opened its doors in Indian Markets.

• To spread awareness about the Imported Food Festival (IFF).

• To enable to engage a large number of audience to bring into notice

the varied range of international food products this festival has to offer.

• Engage with fans in an interactive and different way to educate them

about the products available at the Imported Food Festival

• Increase likes on the page and get database of potential Auchan users.


Strategy and Approach

• The main aim was to educate the audience and spread the word about

interesting and new Imported products at Auchan’s IFF.

• We came up with the Create Your Wishlist contest for Auchan India’s

Imported Food Festival.

• In this application, a user is shown about 15-20 Imported products

available at Auchan’s IFF. They have to then select their “Wishlist” of any

three products they would like to WIN! For a one month period, we three products they would like to WIN! For a one month period, we

declared daily winners who actually won the products they wished for!

• We used the Facebook application platform and the Facebook Ads

platform to reach the right audience and achieve the desired results.


Pre-Like page

Pre-Like pageA user has to LIKE to

enter the app. Upon

liking the page he/she

is taken to the next

screen.


Navigation Page

Navigation pageOnce the user lands on the page, they are given 3 options to choose from.

1. What’s available at the Auchan’s Imported Food Fest where they can preview the range of international products of international products available

2. Create my Wishlist -The interactive Game.

3. Daily Winners list where our users can check the daily winner’s list.


Pick Wishlist!1. Once the user

lands on this

page ,they can

see a wide

range of food

products

2. They have to

Create Your Wishlist - Pick Wishlist

2. They have to

pick any 3

products and

add them to the

Wishlist .

3. Submit the

Wishlist and

proceed.


Create Your Wishlist - Submit Details

Submit DetailsAfter submitting the

wishlist, the user has

answer in 50 words

or less, “Why should

I win the wishlist I

choose?”

Next, they have to

fill in their basic

details like name

email address,

mobile number, for

us to contact in

case they win.


Create Your Wishlist - Daily Winners

Daily WinnersFor 20 consecutive

days, Auchan India

announced 3 daily

winners who

actually won their

Wishlist products!

This prompted more

entries, and higher

engagement on

the app as users

came back

everyday to check

if they won!


Regular updates on the page promoting IFF


Responses and Likes from fans!


Closing the contest and Thanking fans


Promoting via Targeted Facebook Ads

• Besides engaging the existing audience of Auchan India, we also wanted

to reach a new audience to spread the word about IFF at Auchan stores.

Sample

Facebook

Ads

• We used targeted Facebook ads and Promoted Posts in an effective

manner with many targeting criteria to reach the right untapped

audience.

Targeting was done based on the following:• First only in geographic areas where Auchan had stores and where IFF was

ongoing. • Then targeting the right demographic (Age + Gender) of users who shop at

Hypermarkets and Supermarkets.


Auchan IFF Campaign: Results and Numbers

• The Imported Food Festival campaign was a tremendous success.

The campaign ran from Feb 10th to Feb 28th, 2013. It was during this

time that IFF was active in stores as well.

• In this time period, we got over 850 unique entries and had many

happy winners! Additionally, this campaign resulted in thousands of

walk-ins to Auchan stores to check out the Imported Food Festival!

Parameter Time period Number

No. of New

LIKES18-20 days 17,500 + New Likes in 21 days.

No. of entries

to the contest18-20 days Over 865 entries in all.

No. of winners 18-20 days 61 winners got Auchan India’s goodies


Thank You!

For more details regarding the Auchan India Imported Food Festival Campaign, write to us Imported Food Festival Campaign, write to us at [email protected] with your queries. Visit us at www.alivenow.in to learn more.


Case Study: Auchan Hypermarket (India) - Imported Food Festival Wishlist campaign on Facebook

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