mom & me
TRANSCRIPT
Case Study: Engaging Mom & Me fans on
Facebook!Facebook!
How AliveNow helped engage young mothers on the
Mom & Me Facebook page.
The Challenge
• Mom & Me on Facebook
(www.facebook.com/ mahindraretail.momandme) is the official
Facebook page with more than 2 lakh fans.
• Mom & Me wanted us to build a unique application
where women had to take part in a contest and
compete to be on the cover of Mother’s World
Magazine!
• The audience on the page were young mothers and to engage
them, we came up with ‘Mother’s World Cover Girl Contest’them, we came up with ‘Mother’s World Cover Girl Contest’
• We built a beautiful application on Facebook to engage with the
audience on ‘Mom & Me’ and the campaign was a huge success!
Mahindra Mom & Me Facebook Case Study02
Strategy and Approach
• Since we wanted every young mom to take part in the contest, we had 2
phases of the contest.
• In the first phase, any parent can enter into the contest by uploading 3
images of them with their kid and answer a simple question.
• In the second phase, we had shortlisted top 5 entries and opened up for
voting, the winners were selected based on the number of votes and also
were decided by the list of panelists.
• We used the Facebook application platform and the Facebook Ads
platform to reach the right audience and achieve the desired results.
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What's Your Story - Landing Page
Game - Landing
page
Once the user lands Once the user lands on the page, they had to ‘LIKE’ the
page to enter into the contest and take part.
It’s mandatory to It’s mandatory to like the page to
proceed to the next step.
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Rules
After ‘LIKING’ the
page, the user can
What's Your Story - Contest Page
page, the user can either take part by clicking on the
participate or just view entries. Terms & Conditions were also
given here.
When a user clicked
on Participate, the app took permission from the user.
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Allow App
Clicking on the
What's Your Story - Allow App Page
Clicking on the
‘Participate’ will ask the fan to ‘allow’ the app on
Facebook page. Next, the permissions will be
taken where the user’s email id will user’s email id will be captured.
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What's Your Story - Participate Page
Participating
Clicking on the
participate page participate page takes them to this page where they
had to answer a question.
After answering, they can upload their 3 pictures and their 3 pictures and
submit their details to be eligible to win the contest.
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What's Your Story - Contact Page
Contact Details
This is the final step
to complete the to complete the contest. The user has to fill in their
contact details.
Clicking submit
made them eligible for the eligible for the contest.
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What's Your Story - View Entries Page
View Entries
A user could
browse through browse through and view entries to all the
participants. They can click on any to read more
and view all the uploaded uploaded pictures as well.
Entries could Liked and Shared as well.
Mahindra Mom & Me Facebook Case Study09
Voting Phase!
These were the top
5 shortlisted entries
What's Your Story - Voting Phase
5 shortlisted entries from all the entries received.
There was an intense contest
between the 1st
and the 2nd person and the response and the response
during the voting phase was tremendous.
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Promoting on the Mom & Me Page
Promoting The
Contest on the
Page
The contest was also extensively promoted
on the page and the response was tremendous!
This post for example This post for example had 410 likes and 14
shares! One more screenshot shared in the next slide.
Mahindra Mom & Me Facebook Case Study11
Promoting on the Mom & Me Page
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Response for the Contest on the Page
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Facebook Ads and Results of the campaign
• Besides engaging the existing audience of Mom & Me, we also wanted to
reach a new audience via highly targeted Facebook ads. We used
targeted Facebook ads in a very well manner with many targeting criteria
to reach the right untapped audience.
• Targeting was done based on the following:• First only in cities where Mom & Me had its presence.
• Only women were targeted of a certain age group. • Other demographic and location profiling were also done when ads were
shown.
RESULTS
• The Mom & Me contest was live on the Facebook page and ran for a
14
• The Mom & Me contest was live on the Facebook page and ran for a
period of 1 month.
• During the one month period, the response was overwhelming, on all
parameters, the campaign was a success. The final winner was featured
on the cover of “Mothers World magazine”
Mahindra Mom & Me Facebook Case Study
Thank You!Thank You!
For more details regarding Mom & Me’s What’s your Story Campaign, write to us at
[email protected] with your queries. Visit us at www.alivenow.in to learn more. Visit us at www.alivenow.in to learn more.
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