Case Study – ‘My Photo Moment’ 30th January -10th February, 2012

Photography Contest

Objectives

To acquire new fans for the page

To encourage user generated content

Photography Contest - Planning

Contest: Share a photo that spiced-up your travel

Mechanics:

– Fans upload photos of unique memories of travel

– Fans get it liked by 10 people to make it valid

– Fans invite their friends to vote for shortlisted entries

– Selected photos showcased on a PhotoWall

Duration: 2 weeks

Gratification: Flipkart accessories gift voucher

Support:

– Seeding on Facebook and other platforms

– Social Media Release

– Advertisements

Nice-to-have: Co-promotions with Canon

We need a moment that

Spiced Up Your Travel

Do you have one?

PARTICIPATE NOW!

How it works?

Ist degree Fan participates and tags other friends

II degree Tagged friends get notified, in turn participate

III degree Tagged friends, tag their network

Fan’s network

Fan’s friend’s network

Network ‘s network

Stage I – Entry Submissions

‘My Photo Moment’ Contest

Before LIKE Tab for non fans

Steps to participate in

the contest Entry

submission Form

‘My Photo Moment’ Contest

13,744 fans through Facebook Ads

11,315 clicks through Facebook Ads

2126 fans acquired through organic growth

Cost paid per fan

Rs. 1.4

‘My Photo Moment’ Contest :The Beginning

Updating & Clarifying Rules

Updates for ‘My Photo Moment’ Contest on Ginger’s FB Pages

Extending the Hype

Seeding was carried out on various travel, hotel, city,

and contest pages.

Photography contest is

picked up and reposted on

their page.

SM Contest Fans - 3687

Overwhelming Contributions

50+ photos shared on the

wall, apart from entries

Stage II – Voting

Voting

Entries Received 294

Entries Selected for Final Voting 187

Winners tab: 2 winner by votes

1 by Judges choice.

Voting mechanism

Increasing Conversation

Due to the photography contest over 42% of the total fan-base was talking

about us, compared to the industry average of 2 to 5%

Before the contest During the contest

Over 15000 people

Talking about the Page!

Spike in fan numbers

We realise précised targeting our targeted age group worked a lot better with pictures rather than with text.

Only Ad’s

Contest +

Ad’s

Facebook Ads

The copy and pictures were changed daily depending if it appealed to our target audience.

Demographic: Indian Genders: male & female Age group: 24 - 45 Users targeted: 31,058,460 Key interests: travel & photography

Demographic: Indian Genders: male & female Age group: 24 – 45 Users targeted: 19,675,900 Key interests: travel & photography

Ad Spend for FB adverts

Total No. of Clicks 11,315

Total No. of Connections 13,765

Cost per connection INR 1.1

Total Ad spend INR 14,671.23

Cost per Fan INR 1.4

Summary

Content drives acquisition: photography connects with travel, the space Ginger operates in.

Targeting for the ads is aptly placed as the interactions on the page had also risen.

The photography contest has generated buzz that has lead to large quantity of quality content on the wall.

Thank You