krds india - vodafone cycling marathon 2015 social media case study
TRANSCRIPT
• To create awareness about the event & pull traffic to their website and influence registrations
OBJECTIVES
• Negate the bad experiences of participants last year
• To increase followers on their social platforms
Vodafone Cycling Marathon’15
170 original Facebook posts (copy and creative) for the 60-day campaign across these categories and themes.
10 reasonswhy VCM
15is better
thanVCM 14
Bicycle jokes
Bicycle Diaries(tied to radio
event)
BICYCLEBET (tied
toon-groundactivation)
104 HOURS OFCYCLING(tied to radio
event)
VCM Green
City (tiedto Twittercampaign
with #VCM15)
Content Strategy
Vodafone Cycling Marathon’15
Custom Audience
Ads to lure last year
participants
Social Ad strategy
Look-alike audience to bring
fresh registratio
ns
55% traffic to the
website came via
Social Ads
Vodafone Cycling Marathon’15
BEST REACHED POSTS (Organic)
OrganicreachRate78%
OrganicreachRate24%
OrganicreachRate20%
Vodafone Cycling Marathon’15
30273FANS ADDED
2,11,502REACH
58%AVERAGE POST ENGAGEMENT
55%OF TRAFFIC TO WEBSITE WAS FROM SOCIAL
40% REGISTRATIONS THROUGH SOCIAL
40%INCREASE IN BRAND SENTIMENT
RESULTS FOR THE PERIOD- Jan’15 to Mar’15 with KRDS in charge
2500+QUERIES HANDLED ON FB & TWITTER
510POSITIVE COMMENTS ( 40 last year)
30NEGATIVE REVIEWS (250 last year)
Vodafone Cycling Marathon’15
2.7 KFANS ADDED
127POSTS MADE
ENGAGEMENTS2.5K
30.2 KFANS ADDED
170POSTS MADE
ENGAGEMENTS24 K
BEFORE
Dec’13To
16th
Feb’14
WITH
Jan’15To
Mar’15
1000+ Tweets
From 200+ relevant followers
N/ATWEETS
Vodafone Cycling Marathon’15
0
20000
40000
60000
80000
100000
120000
140000
160000
180000
TOTAL CUMULATED PAGE REACH*
POST REACH
KRDS EFFECT
KRDS EFFECT
BEFORE KRDSDec’13-Feb’14
Since KRDS took over
Jan’15- Mar’15
EVENT DAY 2014
POST REACH- 42,658
EVENT DAY 2015
POST REACH- 1,23,655
* Total Cumulated Page Reach is the sum of reach of all the posts for each month
THANK YOU
www.krds.com
feed.krds.com twitter.com/KRDS
facebook.com/KRDS