social media case study: how american express india increased 5x rise in page engagement
DESCRIPTION
Social media case study on American Express used Facebook extensively to drive awareness, create buzz and highlight the American Express Partnership...TRANSCRIPT
![Page 1: Social Media Case Study: How American Express India Increased 5X Rise in Page Engagement](https://reader035.vdocuments.mx/reader035/viewer/2022070221/55625e41d8b42aed7d8b4859/html5/thumbnails/1.jpg)
Client: American Express IndiaCampaign Period: 18 – 26 March, 2013
![Page 2: Social Media Case Study: How American Express India Increased 5X Rise in Page Engagement](https://reader035.vdocuments.mx/reader035/viewer/2022070221/55625e41d8b42aed7d8b4859/html5/thumbnails/2.jpg)
Taste of Mumbai: FB Activity AmEx FB Objective:
1. Create awareness about Brands association with the event2. Drive brand perception & brand empathy
Campaign rollout:
1. Live event coverage (Pics / Updates)
2. Chats / Video with FB contest winners
Pre-event engagement During event buzz Post event
coverage
(16th – 21st March) (22nd – 24th March) (25th – 26th March)
1. Pre-event intro posts
2. Wall contest with free taste giveaways
1. Post event sum up (pics)
1. Live updates from the event
2. Video with the FB winners
![Page 3: Social Media Case Study: How American Express India Increased 5X Rise in Page Engagement](https://reader035.vdocuments.mx/reader035/viewer/2022070221/55625e41d8b42aed7d8b4859/html5/thumbnails/3.jpg)
Pre-event engagement During event buzz Post event
coverage
Posts on event dates, chefs & ticket booking
![Page 4: Social Media Case Study: How American Express India Increased 5X Rise in Page Engagement](https://reader035.vdocuments.mx/reader035/viewer/2022070221/55625e41d8b42aed7d8b4859/html5/thumbnails/4.jpg)
4
Pre-event engagement During event buzz Post event
coverage
• 3 Questions themed on food• 3 winners from each question got couple VIP pass to the event
1
2
3
FB led contest
![Page 5: Social Media Case Study: How American Express India Increased 5X Rise in Page Engagement](https://reader035.vdocuments.mx/reader035/viewer/2022070221/55625e41d8b42aed7d8b4859/html5/thumbnails/5.jpg)
5
Pre-event engagement During event buzz Post event
coverage
Live updates from the event
![Page 6: Social Media Case Study: How American Express India Increased 5X Rise in Page Engagement](https://reader035.vdocuments.mx/reader035/viewer/2022070221/55625e41d8b42aed7d8b4859/html5/thumbnails/6.jpg)
Apr 12, 2023 AXP INTERNAL 6
Pre-event engagement
During event buzz
Post event coverage
Buzz around AmEx association with the event
![Page 7: Social Media Case Study: How American Express India Increased 5X Rise in Page Engagement](https://reader035.vdocuments.mx/reader035/viewer/2022070221/55625e41d8b42aed7d8b4859/html5/thumbnails/7.jpg)
Apr 12, 2023 AXP INTERNAL 7
Pre-event engagement
During event buzz
Post event coverage
Video with contest Winners, Chef interviews
![Page 8: Social Media Case Study: How American Express India Increased 5X Rise in Page Engagement](https://reader035.vdocuments.mx/reader035/viewer/2022070221/55625e41d8b42aed7d8b4859/html5/thumbnails/8.jpg)
Apr 12, 2023 AXP INTERNAL 8
Campaign performance
The number of people sharing stories about our page – likes, posts, commenting or sharing one of the Page posts, answering a question etc
The number of (non fans) people who visited our Page, or saw its posts in news feed or ticker.
Key highlights
1. 403 organic likes during the campaign
2. 5X increase in page engagement3. 38K people reached during the
campaign period