celebrate dining campaign
DESCRIPTION
Celebrate Dining campaign has been inducted to Facebook Studio, a prestigious gallery which showcases the best of innovative and creative marketing initiatives from across the world on Facebook. Digiqom conceived, created and managed this Facebook campaign for American Express India to increase community engagement for the brand.TRANSCRIPT
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
2000
4000
6000
8000
10000
12000
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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