Social Media Case Study - Ginger Hotels
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Case Study – ‘My Photo Moment’ 30th January -10th February, 2012
Photography Contest
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Objectives
To acquire new fans for the page
To encourage user generated content
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Photography Contest - Planning
Contest: Share a photo that spiced-up your travel
Mechanics:
– Fans upload photos of unique memories of travel
– Fans get it liked by 10 people to make it valid
– Fans invite their friends to vote for shortlisted entries
– Selected photos showcased on a PhotoWall
Duration: 2 weeks
Gratification: Flipkart accessories gift voucher
Support:
– Seeding on Facebook and other platforms
– Social Media Release
– Advertisements
Nice-to-have: Co-promotions with Canon
We need a moment that
Spiced Up Your Travel
Do you have one?
PARTICIPATE NOW!
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How it works?
Ist degree Fan participates and tags other friends
II degree Tagged friends get notified, in turn participate
III degree Tagged friends, tag their network
Fan’s network
Fan’s friend’s network
Network ‘s network
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Stage I – Entry Submissions
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‘My Photo Moment’ Contest
Before LIKE Tab for non fans
Steps to participate in
the contest Entry
submission Form
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‘My Photo Moment’ Contest
13,744 fans through Facebook Ads
11,315 clicks through Facebook Ads
2126 fans acquired through organic growth
Cost paid per fan
Rs. 1.4
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‘My Photo Moment’ Contest :The Beginning
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Updating & Clarifying Rules
Updates for ‘My Photo Moment’ Contest on Ginger’s FB Pages
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Extending the Hype
Seeding was carried out on various travel, hotel, city,
and contest pages.
Photography contest is
picked up and reposted on
their page.
SM Contest Fans - 3687
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Overwhelming Contributions
50+ photos shared on the
wall, apart from entries
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Stage II – Voting
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Voting
Entries Received 294
Entries Selected for Final Voting 187
Winners tab: 2 winner by votes
1 by Judges choice.
Voting mechanism
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Increasing Conversation
Due to the photography contest over 42% of the total fan-base was talking
about us, compared to the industry average of 2 to 5%
Before the contest During the contest
Over 15000 people
Talking about the Page!
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Spike in fan numbers
We realise précised targeting our targeted age group worked a lot better with pictures rather than with text.
Only Ad’s
Contest +
Ad’s
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Facebook Ads
The copy and pictures were changed daily depending if it appealed to our target audience.
Demographic: Indian Genders: male & female Age group: 24 - 45 Users targeted: 31,058,460 Key interests: travel & photography
Demographic: Indian Genders: male & female Age group: 24 – 45 Users targeted: 19,675,900 Key interests: travel & photography
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Ad Spend for FB adverts
Total No. of Clicks 11,315
Total No. of Connections 13,765
Cost per connection INR 1.1
Total Ad spend INR 14,671.23
Cost per Fan INR 1.4
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Summary
Content drives acquisition: photography connects with travel, the space Ginger operates in.
Targeting for the ads is aptly placed as the interactions on the page had also risen.
The photography contest has generated buzz that has lead to large quantity of quality content on the wall.
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Thank You