Social Media Case Study: Cloudnine Care Mother's Day Celebration
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Transcript of Social Media Case Study: Cloudnine Care Mother's Day Celebration
How Brands Can Leverage Digital Media for Promoting Special Events– A Case Studyby Tangence
April 7, 2023
Event Overview
Confidential2
As a premiere maternity care provider in Banaglore, Cloudnine Care wanted to go big with its signature Mother’s Day Carnival – MummaMia. The objective was to organize a light hearted event to celebrate motherhood and at the same time engage with their target audience.
With no previous online presence or promotion associated with MummaMia, the objective was not only to promote and capture registrations for the event, but also to establish it as a signature Mother’s Day event.
The focus of the whole digital campaign was to create lot of buzz around MummaMia, get some of the hashtags trending, push user engagement and of course, get loads of leads!
Increased Social Engagement and Brand Reach
Brand Awareness
MummaMia Carnival – Objectives & Targets
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Increased Brand Mentions
Community Expansion: Increase Facebook likes by 20,000 in
1.5 months
Generate leads for the MummaMia carnival
Targeted Lead Generation
Generate leads for Cloudnine's two main marquee events Diva-to-be fashion show and Rocking with
Mom Talent Hunt)
Campaign Overview
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Integrated Strategy to Campaign Objectives
Confidential5
Social MediaCampaigns
and Contests
E-mailers
On The SpotOnline Fun
CSR
Mobile
Tangence adopted an integrated approach to push the event online. The mix included social media, email marketing, mobile marketing and CSR. The campaign
was bifurcated into three phases – pre event, on the D-Day, and post event.
Pre-Event
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Pre Event Promotion
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The pre event promotion comprised of setting up online events, landing pages and announcing the event on social media in a big way. The next step was to maintain the buzz and promote the event for capturing attendees.
Landing Page PromotionFacebook Event
#C9MummaMia: Event Registrations
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Landing Page Promotion
Mobile confirmation attached to each
landing page
#C9MummaMia: Marquee Event: Ramp Show
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#C9MummaMia: Marquee Events Promotion
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#C9MummaMia: Mom and Kid Selfie for Limca Book of Records
• Build the world's largest Mum and Kid Selfie Collection – An attempt to be a part of Limca Book of Records
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#C9MummaMia: Facebook Badge App
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Mother’s Day Special Facebook Badges AppThese badges were introduced oneweek before the Mother’s Day!
#C9MummaMia:Email Campaigns
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#C9MummaMia: Buzz Creation
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#C9MummaMia: Buzz Creation
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On the D-Day
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#C9MummaMia: On the Spot Fun
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Unveiling of the selfie collection
Real time promotion of all event happenings
#C9MummaMia: On the Spot Fun
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Real time promotion of all event happenings
Fun Activities
#C9MummaMia: On the Spot Fun
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Real time promotion of all event happenings
Fun Activities
#C9MummaMia: On the Spot Fun
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Real time promotion of all event happenings
Marquee Events
#C9MummaMia: On the Spot Fun
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On the spot Facebook contest for attendees. Emcee announced the question and participants posted answers on Facebook
#C9MummaMia: CSR
Human Chain Campaign• #ChainOfHappiness• Encouraging people
to tag their friendsand Cloudnine will contribute Re. 1 foreach taggingto Parikrama was announced andlaunched online atthe event.
Confidential22
Post Event
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#C9MummaMia: Post Carnival Campaign
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• People who attended Cloudnine’s MummaMia event had to submit their pic clicked at the event along with the hashtag #IamAtMummaMia.
• Winner was selected on the basis of maximum votes received on the pic submitted
Results
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#C9MummaMia Results
Results:
43% turnoutturnout at the event via digitalregistrations and promotions
3500 total clickson the content shared
792.49% increasein social visits
5000+social traffic
Confidential26
23,011 newFacebook likes
285.52% increase in Facebook reach
397.61% increasein Facebook impressions
72.52% increasein Twitter reach
#C9MummaMia Results
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Visits to the site FB Reach FB Impressions Twitter Reach293
246,421 276,498
83,7052,615
950,015
1,375,888
144,413
Brand Reach on Social18th March - 17th April 18th April - 18th May 2014
#C9MummaMia Results
Results
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FB Users Engaged FB Posts Likes FB Posts Comments FB Shares Twitter Mentions Twitter Retweets
13,2803,295 292 425 24 2
52,405
15,638
396 559 23 12
Engagement on Social18th March - 17th April 18th April - 18th May 2014
294.61%increase in Facebook users engaged
374.59%increase in Facebook posts likes
35.61%increase in Facebook posts comments
31.52%increase in Facebook shares
500%increase in Twitter Retweets
1,805registrations received in total forthe carnival.
373images received for the world’s largest mum and kid selfie images contest.
Carnival Hashtags: The stats were zero initially but have increased during the carnival.
#C9MummaMia Results
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FB Users Engaged FB Posts Likes FB Posts Comments
FB Shares Twitter Mentions Twitter Retweets
13,280
3,295292 425 24 2
52,405
15,638
396 559 23 12
Engagement on Social18th March - 17th April 18th April - 18th May 2014
Thank you!
Confidential30
April 7, 2023