celebrate dining campaign

Celebrate Dining

A case study

Celebrate Dining

Facebook users and American Express FB fans, were engaged by leveraging a hot topic on social media- where to eat out through a contest titled Celebrate Dining.

Age 24-55, residing in Metros & A towns, interested in eating out, lifestyle, shopping etc

February 16, 2012 - March 15, 2012

On American Express India Facebook page, using the Celebrate Dining app. Users could create lists of favorite restaurants & share with FB friends for votes. Highest voted users won exciting prices. A new cuisine theme every week

The aim of the campaign was to help create engagement around Restaurants and the American Express Selects Program, and creating interest in using and applying for Amex cards.

Once part of the app, the users felt compelled to be part of the conversations on the page; a focused content strategy was deployed to keep them engaged

A snapshot of the Celebrate Dining landing tab on facebook

How?

Why?

When?

Where?

What?

For Whom?

Celebrate Dining - Content strategy

• American Express Selects related

• Preferences

• Lifestyle & culture

• Food & Eat out

Visual based: Photos.

Food habits and various

cuisines.

Offers and promotions.

Q&A based: Polls & Trivia,

tips & best practices

Delicious Conversations

Interactions on the Contest

Delhi Mumbai Bangalore Kolkata Chennai Hyderabad0

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14000

Cities by Social Engagement

The top contributing cities have been Delhi, Mumbai & Bangalore, followed by Kolkata, Chennai and Hyderabad

Content Reach

Our milestone

Celebrate Dining- Numbers• Total app installs- 8471• Total votes – Data not available• Total Likes – 29,952• Average campaign Reach – 1.5 Million• Post Views – 370910• Average number people Talking About

the campaign – 10,000• Highest engaged users – 274• Highest virality on a post – 4.37%• Highest impressions on a post - 12,188

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