Client: American Express IndiaCampaign Period: 18 – 26 March, 2013

Taste of Mumbai: FB Activity AmEx FB Objective:

1. Create awareness about Brands association with the event2. Drive brand perception & brand empathy

Campaign rollout:

1. Live event coverage (Pics / Updates)

2. Chats / Video with FB contest winners

Pre-event engagement During event buzz Post event

coverage

(16th – 21st March) (22nd – 24th March) (25th – 26th March)

1. Pre-event intro posts

2. Wall contest with free taste giveaways

1. Post event sum up (pics)

1. Live updates from the event

2. Video with the FB winners

Pre-event engagement During event buzz Post event

coverage

Posts on event dates, chefs & ticket booking

4

Pre-event engagement During event buzz Post event

coverage

• 3 Questions themed on food• 3 winners from each question got couple VIP pass to the event

1

2

3

FB led contest

5

Pre-event engagement During event buzz Post event

coverage

Live updates from the event

Apr 12, 2023 AXP INTERNAL 6

Pre-event engagement

During event buzz

Post event coverage

Buzz around AmEx association with the event

Apr 12, 2023 AXP INTERNAL 7

Pre-event engagement

During event buzz

Post event coverage

Video with contest Winners, Chef interviews

Apr 12, 2023 AXP INTERNAL 8

Campaign performance

The number of people sharing stories about our page – likes, posts, commenting or sharing one of the Page posts, answering a question etc

The number of (non fans) people who visited our Page, or saw its posts in news feed or ticker.

Key highlights

1. 403 organic likes during the campaign

2. 5X increase in page engagement3. 38K people reached during the

campaign period