brand-comm digital marketing case study: bangalore literature festival
DESCRIPTION
brand-comm was the digital marketing partner for the recently concluded Bangalore Literature Festival. We were responsible for the Facebook, Twitter and direct email activity and campaigns for the second edition of the #BlrLitFest.TRANSCRIPT
BANGALORE LITERATURE
FESTIVAL
A brand-commCASE STUDY
Campaign info Client / Brand
BLF | Campaign info
Campaign info Client / Brand
The 2013 edition of the Bangalore Literature Festival was held on 27, 28 and 29th September at Velankani Tech Park in Electronics City.
ThiskisktheksecondkeditionkofkthekfestivajkandkitkiskajreadykbeingkconsideredkaskIndia’sksecondklostkpopular literature festival.
BLF | Campaign info
Campaign info
BLF | Campaign info
Audience
Campaign info
BLF | Campaign info
Audience
The target audience comprised book lovers of all ages. A highly literate crowd that was comfortable with technology in general and the internet in particular.
Campaign info
BLF | Campaign info
Online Platforms
Campaign info
BLF | Campaign info
Online Platforms
Bangalore Literature Festival has had presence on Facebook and Twitter, in addition to hosting a website that is updated to reflect festival information.
brand-comm was given the mandate of handling the Facebook, Twitter and direct email channels.
Objective Pre-event
BLF | Objective
Objective Pre-event
Create excitement online to ensure high footfalls.
BLF | Objective
Objective Pre-event
Create excitement online to ensure high footfalls.Communicate all relevant news in a timely, succinct and engaging manner.
BLF | Objective
Objective Pre-event
Create excitement online to ensure high footfalls.Communicate all relevant news in a timely, succinct and engaging manner. Troubleshoot and provide responses to queries regarding various aspects of the event (How to get there, event calendar, stall information, relevant links and so on).
BLF | Objective
Objective During the event
BLF | Objective
Objective During the event
Live coverage of the event on our online channels.
BLF | Objective
Objective During the event
Live coverage of the event on our online channels.Engage with the audience to amplify the buzz around the event, to attract visitors on the subsequent days of the event.
BLF | Objective
Objective During the event
Live coverage of the event on our online channels.Engage with the audience to amplify the buzz around the event, to attract visitors on the subsequent days of the event.Troubleshooting and support.
BLF | Objective
Objective Post Event
BLF | Objective
Objective Post Event
Capture and compile all the media and public reactions to be used as a showcase and to pitch to potential sponsors for subsequent editions.
BLF | Objective
Objective Post Event
Capture and compile all the media and public reactions to be used as a showcase and to pitch to potential sponsors for subsequent editions. Ensurekthatktherekiskconstantkcollunicationkandkacknowjedgelentkofkpeopje’skquestionskandkcomments.
BLF | Objective
The ChallengeCounter audience reaction to venue being shifted to a new location.
BLF | The Challenge
The ChallengeCounter audience reaction to venue being shifted to a new location.
Communicate all relevant information about the visiting personalities with just fifteen days to go for the event.
BLF | The Challenge
The ChallengeCounter audience reaction to venue being shifted to a new location.
Communicate all relevant information about the visiting personalities with just fifteen days to go for the event.
Build online communities organically with a short lead-time.
BLF | The Challenge
Strategy
Approach: Capitalize on the fan-following of our personalities to increase our community size.
BLF | Our Strategy
(*data in the “Outcomes” section)
1 2 3 4
Approach: Capitalize on the fan-following of our personalities to increase our community size.
Execution: Requested visiting authors to write about us on their online presence.
BLF | Our Strategy
Strategy1 2 3 4
(*data in the “Outcomes” section)
Approach: Capitalize on the fan-following of our personalities to increase our community size.
Execution: Requested visiting authors to write about us on their online presence.
Result*: This resulted in organic growth of our social presence, resulting in increased awareness and interest in BlrLitFest.
BLF | Our Strategy
Strategy1 2 3 4
(*data in the “Outcomes” section)
Approach: Created non-event specific engagement on books and literature until the press conference announcement.
BLF | Our Strategy
Strategy1 2 3 4
(*data in the “Outcomes” section)
Approach: Created non-event specific engagement on books and literature until the press conference announcement.
Execution: Topical content showcased on the previous edition of BlrLitFest, graphic novels, reading lists and other interesting facets of literature.
BLF | Our Strategy
Strategy1 2 3 4
(*data in the “Outcomes” section)
Approach: Created non-event specific engagement on books and literature until the press conference announcement.
Execution: Topical content showcased on the previous edition of BlrLitFest, graphic novels, reading lists and other interesting facets of literature.
Result*: Increased online activity led to a steady growth of our audience through social sharing of our content
BLF | Our Strategy
Strategy1 2 3 4
(*data in the “Outcomes” section)
Approach: Created excitement to offset crowd reaction related to shifting the venue to a new location.
BLF | Our Strategy
Strategy1 2 3 4
(*data in the “Outcomes” section)
Approach: Created excitement to offset crowd reaction related to shifting the venue to a new location.
Execution: Showcased how attractive the venue was, provided various transport options (BMTC routes, shared cab rides, transport partner discount info) and highlighted ease of access.
BLF | Our Strategy
Strategy1 2 3 4
(*data in the “Outcomes” section)
Approach: Created excitement to offset crowd reaction related to shifting the venue to a new location.
Execution: Showcased how attractive the venue was, provided various transport options (BMTC routes, shared cab rides, transport partner discount info) and highlighted ease of access.
Result: Record footfalls (approximately 12,000+) for the event
BLF | Our Strategy
Strategy1 2 3 4
(*data in the “Outcomes” section)
Approach: Provide a fun, engaging persona to the BlrLitFest online presence to encourage conversation.
BLF | Our Strategy
Strategy1 2 3 4
(*data in the “Outcomes” section)
Approach: Provide a fun, engaging persona to the BlrLitFest online presence to encourage conversation.
Execution: Ensured a constantly friendly tone of voice, incorporated humour and provided useful information as requested (including links to an app to generate audio frequency tones that drove away mosquitoes).
BLF | Our Strategy
Strategy1 2 3 4
(*data in the “Outcomes” section)
Approach: Provide a fun, engaging persona to the BlrLitFest online presence to encourage conversation.
Execution: Ensured a constantly friendly tone of voice, incorporated humour and provided useful information as requested (including links to an app to generate audio frequency tones that drove away mosquitoes).
Result*: Appreciation from our online audience, resulting in significant re-tweets and sharing of our content.
BLF | Our Strategy
Strategy1 2 3 4
(*data in the “Outcomes” section)
BLF | Creative Execution
Creative Execution
BLF | Execution – 15 reasons to visit Bangalore Literature Festival 2013
BLF | Execution – Personality showcase
BLF | Execution – Contest to crowd-source the names of the stages
BLF | Execution - Pandit Hariprasad Chaurasia live in concert
BLF | Execution – Newsletters sent out prior to each day of the festival
BLF | Outcome
Outcome Captive audience
Blr Lit Fest 2012 Blr Lit Fest 2013 % increase*
28 440 1471 %
1800 3250 81 %
3487 6026 72 %
*Organic growth with zero expenditure on paid advertisements.
BLF | Outcome
Outcome Captive audience
Blr Lit Fest 2012 Blr Lit Fest 2013 % increase*
28 440 1471 %
1800 3250 81 %
3487 6026 72 %
*Organic growth with zero expenditure on paid advertisements.
BLF | Outcome
Outcome Number of people reached*
Blr Lit Fest 2013
1,701,399
*Aggregate reach based on mentions / retweets of @BlrLitFest
BLF | Outcome
Outcome Number of people reached*
Blr Lit Fest 2013
367,880
*Sum of daily aggregate reach from 1st September 2013 to 10th
October 2013
BLF | Outcome
Outcome Relevant Links
Twitter : http://www.twitter.com/BlrLitFest
Storify links:http://storify.com/deepaksridhar/mentions-of-blrlitfesthttp://storify.com/deepaksridhar/guests-at-blrlitfest
Facebook: http://www.facebook.com/BlrLitFest
BLF | Testimonial
Client TestimonialOur online engagement this year has been a key to our success and we hope to continue to build on that with your support.
This comes as a small, yet heartfelt, note of our thanks and gratitude for being part of us and helping with the Festival. Thank you seems like an understatement and the easiest thing for us to say to you. But then as Shakespeare wrote 'I can no answer make, but thanks, thanks and many thanks!’
Srikrishna Ramamoorthy (Founder Trustee, Bangalore Literature Festival)
