case study: engaging mom & me fans on facebook!

Case Study: Engaging Mom & Me fans on

Facebook!Facebook!

How AliveNow helped engage young mothers on the

Mom & Me Facebook page.

The Challenge

• Mom & Me on Facebook

(www.facebook.com/ mahindraretail.momandme) is the official

Facebook page with more than 2 lakh fans.

• Mom & Me wanted us to build a unique application

where women had to take part in a contest and

compete to be on the cover of Mother’s World

Magazine!

• The audience on the page were young mothers and to engage

them, we came up with ‘Mother’s World Cover Girl Contest’them, we came up with ‘Mother’s World Cover Girl Contest’

• We built a beautiful application on Facebook to engage with the

audience on ‘Mom & Me’ and the campaign was a huge success!

Mahindra Mom & Me Facebook Case Study02

Strategy and Approach

• Since we wanted every young mom to take part in the contest, we had 2

phases of the contest.

• In the first phase, any parent can enter into the contest by uploading 3

images of them with their kid and answer a simple question.

• In the second phase, we had shortlisted top 5 entries and opened up for

voting, the winners were selected based on the number of votes and also

were decided by the list of panelists.

• We used the Facebook application platform and the Facebook Ads

platform to reach the right audience and achieve the desired results.

03 Mahindra Mom & Me Facebook Case Study

What's Your Story - Landing Page

Game - Landing

page

Once the user lands Once the user lands on the page, they had to ‘LIKE’ the

page to enter into the contest and take part.

It’s mandatory to It’s mandatory to like the page to

proceed to the next step.


Rules

After ‘LIKING’ the

page, the user can

What's Your Story - Contest Page

page, the user can either take part by clicking on the

participate or just view entries. Terms & Conditions were also

given here.

When a user clicked

on Participate, the app took permission from the user.


Allow App

Clicking on the

What's Your Story - Allow App Page

Clicking on the

‘Participate’ will ask the fan to ‘allow’ the app on

Facebook page. Next, the permissions will be

taken where the user’s email id will user’s email id will be captured.


What's Your Story - Participate Page

Participating

Clicking on the

participate page participate page takes them to this page where they

had to answer a question.

After answering, they can upload their 3 pictures and their 3 pictures and

submit their details to be eligible to win the contest.


What's Your Story - Contact Page

Contact Details

This is the final step

to complete the to complete the contest. The user has to fill in their

contact details.

Clicking submit

made them eligible for the eligible for the contest.


What's Your Story - View Entries Page

View Entries

A user could

browse through browse through and view entries to all the

participants. They can click on any to read more

and view all the uploaded uploaded pictures as well.

Entries could Liked and Shared as well.


Voting Phase!

These were the top

5 shortlisted entries

What's Your Story - Voting Phase

5 shortlisted entries from all the entries received.

There was an intense contest

between the 1st

and the 2nd person and the response and the response

during the voting phase was tremendous.


Promoting on the Mom & Me Page

Promoting The

Contest on the

Page

The contest was also extensively promoted

on the page and the response was tremendous!

This post for example This post for example had 410 likes and 14

shares! One more screenshot shared in the next slide.


Promoting on the Mom & Me Page


Response for the Contest on the Page


Facebook Ads and Results of the campaign

• Besides engaging the existing audience of Mom & Me, we also wanted to

reach a new audience via highly targeted Facebook ads. We used

targeted Facebook ads in a very well manner with many targeting criteria

to reach the right untapped audience.

• Targeting was done based on the following:• First only in cities where Mom & Me had its presence.

• Only women were targeted of a certain age group. • Other demographic and location profiling were also done when ads were

shown.

RESULTS

• The Mom & Me contest was live on the Facebook page and ran for a

14

• The Mom & Me contest was live on the Facebook page and ran for a

period of 1 month.

• During the one month period, the response was overwhelming, on all

parameters, the campaign was a success. The final winner was featured

on the cover of “Mothers World magazine”

Mahindra Mom & Me Facebook Case Study

Thank You!Thank You!

For more details regarding Mom & Me’s What’s your Story Campaign, write to us at

[email protected] with your queries. Visit us at www.alivenow.in to learn more. Visit us at www.alivenow.in to learn more.


case study: engaging mom & me fans on facebook!

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