Case Study - Facebook Campaign

By - Ravi Kumar Keshri

What is Clay Telecom?

Clay Telecom is an international SIM cardprovider which provides international roamingservices like voice, data and Blackberry servicesto travellers who are visiting abroad from India.

Clay Fiesta Contest Type – Quiz Contest

Durations – 25th Dec ‘13 to 1st Jan ’14

Theme – Every Day New Theme

Increase the Facebook Likes

Increase the engagement on Facebook page

Brand Awareness

Run a quiz contest on the FB Page.

Create buzz 2 days before with paid posts.

Ask 5 questions every day.

Promote all questions with paid ads.

Announce 1 winner per day.

Lure Facebook users with easy questions and promised gifts.

Parameters Stats

Likes as on 24th Dec'13 8360

People Engagement 172

Page Reach (1st-24th Dec'13) 37267

Likes/Day (Average in 2013) 12

Spent / Day ₹100

CPL ₹ 8.33

Step 1 - First post was posted on 1 day before the contest ie 24th Dec and promoted it.

Result – 59 Likes, 10 Comments, 3 Shares

Step 2 – On 25th Dec posted a “Note Post” with all rules and conditions.

Duration of the Contest 25 – 31 December, 2013 The participant of this contest must become a fan of Clay

Telecom Facebook page. Each question should be answered in the post and not on

the wall. Do remember that the wall entries will not be considered.

Five Questions will be posted every day between 10.00 am and 6.30 pm.

The winner shall be announced the next day on the basis of quick responses and total number of right answers.

Bumper prize winner will be one of the 7 lucky winners, who won during the week.

The winners will be decided by the management of Clay Telecom. In case of any dispute, the decision of the company will be final.

Every day had a unique theme

Christmas, Food, Movies, Travel, Sports, Technology & Festivals.

Post Likes – Average 100 - 150 likes on every post.

Post Shares – Average 35 - 40 Shares on every post.

Post Comments – Average 120 – 180 comments on every post.

Likes

Likes Insight during Contest

Likes as on 24th Dec'13 8360

Likes as on 1st Jan'14 11264

Total Likes Gained 2904

% increase in Page Likes 603.5%

Engagement

Page Engagement during Contest

People Engaged without contest

172

People Engaged from 25th to 1st jan

2626

Difference in Page Engagement during Contest

2454

% increase in Engagement

329.8%

Page Reach

Total Page Reach Insight during Contest

Page Reach from 1st-24th Dec'13

37267

Page Reach from 25th Dec-1st Jan'14

199449

Total Reach increased from 25th-1st Jan'14

162182

% increase in Total Reach 807.2%

Costing

Costing

ParametersWithout

CampaignDuring

CampaignDifferences

CPL ₹ 8.33 ₹ 3.7 -224%

Total Spent (2904 Likes)

₹ 24190.32 ₹ 10800 -224%