Donut Day 2012 Case Study

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 MOD Donut Day.

64 shares, 182 likes & 42 comments.

Facebook Promotion – Before Donut Day

‘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 MOD Donut Day.

- Live updates from MOD stores were shared among Facebook fans. - 11 posts on donut day (at 30 minutes of interval). - Fans had started tagging these images.

Tags Engagement

Live updates (posts)

Likes

Fans had started expressing

about the celebrations.

Bad experiences due to long

queues.

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

Before Donut Day

After Donut Day

Change in numbers

Industry statistics

Facebook Fans

341,581~ 342,766~ 1000+ 200-250~

People Talking

About This

7735 8,769 34.93% 5-10%~

Facebook Statistics before & after Donut Day.

Results (Facebook)

- Total likes increased by 0.46% - Friends of fans increased by 1.52% - People talking about the brand increased by 36.82% - Weekly total reach increased by 9.44%

Tweeps tweeted about the crowd at MOD stores.

Shared donut images.

#modDonutDay was promoted while interactions.

Users had tweeted Mod Donut Day as a success.

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)

Twitter activities were on hype on Donut Day.

Overall 158 tweets on MOD Donut Day.

78 retweets were received talking about MOD Donut Day.

Tweets were replied & retweeted.

Donut Day

Donut Day

Follower count statistics

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.

Nearly 200+ new followers after Donut Day.

#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

The total post count for Donut Day was 13 (11 live store updates, 1 promotional

post & 1 status update).

Nearly 1000+ new fans after Donut Day.

Also, our 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.

Nearly 2,70,000+ Facebook users were reached on Donut Day.

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

2000+ page views on Facebook page i.e. 4x times the daily page views.

Viral reach was among 1,20,000+ users.

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

Facebook Summary

Facebook cover page

Banner image was live till 13th June along with the price badge mentioned.

The cover banner was changed immediately removing Call To Action (price badge).

Twitter Hashtag promotions

Promotion was done #modDonutDay only on 1 day i.e. 15 June, 2012.

To consider for upcoming events: Promoted hashtag to increase the visibility for hashtags.

Facebook Newsfeed post promotion

Content strategy on Donut Day had missed newsfeed promotions to increase post reach.

Key Learnings

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 MOD Donut Day celebrations.

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