success story...kolte patil developers wanted to raise brand awareness through nest fest campaign....
TRANSCRIPT
Social Engagement PlanSeptember - Oct’ 2014
Success Story
Kolte-Patil Developers NestFest
Nomination for best social media integrated campaign
KOLTE-PATIL
The Story
About the client
Founded 2 decades ago and guided by a simple yet profound philosophy; 'Creation, not construction', Kolte-Patil Developers Ltd. is one of the foremost real estate companies which is headquartered in Pune.
The campaign
The Nest Fest by Kolte Patil Developers was aimed to create awareness about their upcoming home buying festival through various attractive offers and incentivized promotions. Some of the featured highlights of this campaign were -
- Exclusive early access to the premium inventory- Information on all the latest offers, with an instant callback from our team - 5 People to refer the most friends win an iPad- 40,000 INR cash back for online bookings- Down Payment of 5% with extended duration for repayment- 100% refund on cancellation
Find your dream home with #NestFest
The Goal
Kolte Patil Developers wanted to raise brand awareness through Nest Fest campaign. They wanted to leverage social media to showcase their premium inventories to generate maximum pre-registrations and bookings for the Nest fest event. During the campaign, the focus was to keep the cost per registration in check , increase online bookings, create viral reach and engagement, Increase account growth, encouraging people to actively involve in the interactive contest and watch campaign videos, create a perfect mix of visual and content strategy to create influence.
The SolutionThe creatives and content for the online campaign were optimized to deliver the right message to the audience featuring various promotional offers and discounts on premium inventories. Moreover, association of popular celebrities in the campaign communication improved overall click through rate, with simultaneous user interactive contests, micro series and promotions, added significant thrust to the campaign reach.
Amura's technological tools (conversion tracking, A/B Testing , behavioral analysis, social media integration) enabled us to optimize campaigns more effectively and categorizing heavy influx of leads from different sources.
#DreamNest contest and user interactive micro series generated unique followers and increased the overall engagement rate. Visual strategy adopted during the campaign ensured the consistency was maintained, and the message was correctly delivered to the audience. Associating lead generation campaign with the dream nest contest instantaneously improved the actual participation.
Integration of on-ground and online activities created positive sentiments about the brand. The strategy also included generating maximum check-ins on the brand page as it forms the crucial component of a brand touchpoint. #Mydream nest selfie contest was designed to meet this requirement
Products Used- Website Clicks- Conversion Tracking- Post Boost- Page Promotions- Event Promotions - Mobile Targeting- Facebook RHS
Goals- Increase pre-registrations- Increase account growth- Increase contest participation- Drive online bookings- Increase actual event walk-ins/check-
ins
Social Engagement PlanSeptember - Oct’ 2014
Reach
2,22,40,569
Impressions
107.4m
Account Growth
13.2k
Avg. Cost per Registration
9k
Total Registrations
588 INR
The Success = lead generation + video promotions + social engagement
30+Total Online Bookings
*data till : 5th Feb 2015
Contest - #Dreamnest
#Dreamnest aimed at promoting various projects through simple psychometric test. After successful completion of test, the user will receive his personality result along with project recommendation based on his personality
The participants were able to share their results on their timeline, thereby significantly increasing the campaign reach.
The contest escalated the account growth and was able to create significant awareness about NestFest
Shared result
Interactive micro series - Know your personality, find your dream nest.
Know your personality series created curiosity amongst the audience and encouraged maximum people to participate for the dream nest. The individual brand stories were promoted to gain maximum reach and received significant engagement
Products - Post Boost
Reach Impressions Clicks CTR CPC Likes
2,63,351 3,07,412 11,955 3.8% 4.39 268
The Creative - Ads
Dream Nest Promotions
Post Boost
Right mix of different facebook advertising objectives had an significant impact on the performance of overall campaign. The communication (content/visual) used was the major trigger which influenced the audience to engage with the ads.
Products Used:
- Post Boost- Website Clicks (Conversion)- Page Engagement- Event Promotions- Mobile promotion- Facebook RHS
Reach Clicks CTR Frequency Impressions CPC Likes Participants CPA
5,16,139 21,247 2.5% 2.04 8,64,031 4.94 1221 1100 95 INR
Overall metrics
#DreamNest Selfie contest : on-ground + online integration
DreamNest selfie contest was aimed to capture memorable moments during the actual bookings at NestFest. The entire event was promoted on facebook and twitter in real time through frequent updates.
DreamNest Overall Performance - Metrics
Social Engagement PlanSeptember - Oct’ 2014
Reach
5,16,139
Impressions
8,64,031
Account Growth
1,221k
Avg. Cost per Registration
1100k
Total Registrations
95 INR
The Creative - lead generation
Right and relevant communication proved to be major success for lead generation campaign. Appealing visuals combined with attractive offers create significant influence.
Product used - - Website clicks (conversion)- Video promotions- Post boost- Facebook RHS- Mobile promotion
Video Promotion - lead generation & branding
Celebrity and campaign related video teaser were promoted on facebook. The overall video promotions proved to be cost effective with an per video view of 2 INR.
Products Used- Newsfeed- Post Boost (video view)- Conversion