Case Study

Facebook: Building Essential Connections

Penguin India used Facebook to increase awareness and attendance for its Spring Fever 2013 book festival, a 10-day extravaganza where authors and book enthusiasts gather to celebrate books, reading and more.

The Facebook campaign added 20,000-plus engaged fans, distributed more than 7400 passes and booked all Spring Fever events to capacity.

Goals

Drive registrations for Spring Fever 2013 events during the

10-day festival.

Increase awareness about Spring Fever by sharing details

of each day’s events.

Increase engagement and conversations on the Facebook

Page regarding the event.

Approach

Penguin India had AliveNow - Social Media Management

build a Spring Fever 2013 app on the Penguin India

Facebook Page. The app was Like-gated, so people had to

like the page to enter the app. Fans could browse through

events or register and request passes to specific events.

Facebook Ads used keywords to target people interested

in books, authors and reading; Ads also used geographical

targeting because a high percentage of event registrants

were expected to be from New Delhi and Gurgaon.

Penguin India engaged new and existing fans about

Spring Fever by posting regular updates about authors

and events on its Facebook Page. By using promoted

posts, updates appeared higher in fans’ News Feeds.

Penguin India used sponsored stories to spread its Spring

Fever message at scale to friends of fans.

Results

20,000+ likes added during the duration of the campaign.

7,431 passes were requested via the app.

Database collection via the app will allow Penguin to communicate

with engaged fans about upcoming events, book launches and more.

All events were overbooked; ticket requests and event registrations

were activated ONLY on Facebook.

“Spring Fever is a festival designed by keeping the reader in

mind, and is open to all booklovers to attend and connect with

their favorite authors. Our primary outreach platform on the

digital space was Facebook, and we are delighted with the

overwhelming response and enthusiasm that our posts and

outreach generated. Through Facebook, Spring Fever quickly

became viral and was shared extensively, bringing more like-

minded readers and book lovers to the festival – and to our page.”

Hemali Sodhi, Vice President, Marketing & Corporate Communications, Penguin India.

“This campaign was tremendously successful on all parameters.

We achieved more registrations than we expected, thousands

of users learned about the fantastic events happening at Spring

Fever and we increased our user base to touch almost 1 lakh

Likes on the page by the end of our campaign. Facebook Ads and

Promoted Posts also worked really well in spreading the news

about Spring Fever and reached the right audience.”

Adhvith Dhuddu, Founder & CEO, AliveNow - Social Media Management.

Penguin Books India is the largest English language trade

publisher in the subcontinent. Founded in 1985, Penguin India

began publishing in October 1987 with six books. Celebrating

its 25th anniversary in 2012, the company now publishes

more than 250 new titles every year and has an active

backlist of more than 3,000 titles.

Penguin India, known for its strong fiction and narrative

non-fiction list, publishes across virtually every segment,

including biography, travel, business, politics, history,

lifestyle, cookery, religion and philosophy, health and fitness,

sports and leisure, visual books and children’s books.

Facebook.com/PenguinIndia

AliveNow is an award winning social

media agency based in Bangalore.

Facebook.com/AliveNowInc

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