Donut Day 2012 Case Study

- How social media has emerged as a boon to the brand in terms ofcommunication with the brand patrons. . .

- Social media monitoring to address the various comments & tweets. . .

- How Mad Over Donuts handled online queries & kept their fans/followersengaging. . .

Read about…

Engagement Brand Connect

Facebook Banner Creative

- Banner was made live on 08 June, 2012.- Created a buzz before Donut Day.- Fans had started asking about the celebrations.

Excitement among fans.

Tagged peers to make them aware about ‘Mad Over Donuts’ Donut Day.

Facebook Promotion – Before Donut Day

Tags Engagement Likes

‘Wow’‘Treat’

‘Coming’‘15th June’‘Awesome‘

‘Donut for Rs. 25’‘Best thing heard’…

Comments before Donut Day (Promotional Post)

Word cloud – Comments

Donut day promotional post went viral among Facebook fans with 500+likes & 177 shares.

Donut Day – Promotional Post

Many of them were already on the way

Friends were tagged

Fans <3 it

They felt that it was a great offer!

Posts by others

MOD Donut Day gave a theme to Jinal & her office mates.

Mumbaikars went Mad Over Donuts

Fans shared their experiences, images & how they enjoyed ‘Mad Over Donuts’ Donut Day.

- Live updates from Mad Over Donuts stores were shared among Facebook fans.- 11 posts on donut day (content posting strategy).- Fans had started tagging these images.

Tags Engagement

Live updates (posts)

Likes

• Quick responses to the negative

comments due to long queues

and Fan's appreciation on the

same to Mad Over Donuts team.

Emotional connect was made

among fans by pacifying &

responding to them.

As a result, these fans felt

delighted with brand’s prompt

response & appreciated the

same on Facebook page.

Evening Status Update

Emotional Connect

Brand Connect

Multiple content posting strategy including live store images, post updates, etc.

Also, fan base count has been on the rise before and after Donut Day.

Prompt and satisfactory replies to customers who had trouble getting Donuts on

Donut Day has just taken Mad Over Donuts as a brand to higher levels with lots of

satisfied customers and fans on Facebook.

Facebook users reach was nearly 70% of the current fan base on Donut Day.

4 Top cities who had reached the most were Mumbai, Bangalore, Pune & New Delhi.

4x times the daily page views on Facebook.

Viral reach was 3x times in comparison to the daily reach.

Post donut day experiences were shared on Facebook as well as on Twitter.

Facebook Summary

Tweeps tweeted about the crowd at MadOver Donuts stores.

Shared donut images.

#modDonutDay was promoted whileinteractions.

Users had tweeted MOD Donut Day as asuccess.

Twitter Promotions

Tweets with hashtag #modDonutDay

Top five words: RT, donuts, donut, day, #moddonutday.

TweetCloud for MadOverDonuts

Twitter Statistics for Donut Day (15th June, 2012)

Donut Day

Tota

l no

. of

twee

ts

June

Twitter activities were on hype onDonut Day.

Overall 158 tweets on MOD DonutDay.

78 retweets were received talkingabout MOD Donut Day.

Tweets were replied & retweeted.

Donut Day

Donut Day

The total tweet count for Donut Day was 158. This includes replies and re-tweets.

Nearly 41% of these tweets were replies to our followers regarding the event.

49% of these tweets were re-tweeted.

#modDonutDay was used as the primary hashtag for all tweets from the Mad Over

Donuts handle as well as by our followers.

Also, our follower count has been on the rise before and after Donut Day.

@Su_Power, @Paramparatweets were among the top Twitter influencers.

Prompt and satisfactory replies to customers who had trouble getting Donuts on

Donut Day has just taken Mad Over Donuts as a brand to higher levels with lots of

satisfied customers and followers on Twitter.

Twitter Summary

Mad Over Donuts is now an established well known brand.

Brand awareness has increased as compared to last year’s Donut Day.

The event went viral on Facebook & Twitter.

Fans/followers are now aware of ‘Mad Over Donuts’ Donut Daycelebrations.

Social media has emerged as a boon to the brand in terms of replying &communication with the brand patrons.

Queries were addressed with prompt responses.

Positive feedback from the brand followers.

Conclusion