Social Media Case Study : Sula Fest 2014 Campaign Report

This is social media case study of Vero Moda SulaFest which recently hosted on 1st & 2nd February, 2014, it is a one of a kind wine and music festival. The festival brought together music lovers, wine enthusiasts, partners and foodies. The objective of the Social Media campaign was to create a buzz around this festival on the digital platform. The objective was to attract new audiences and loyalists to attend SulaFest 2014, highlight new partnerships and drive sales through digital.

1. SOCIAL MEDIA REPORT
BY

2. Objectives
Increase buzz, engagement and desire to attend
Sulafest amongst loyalists and new audiences
Build awareness of the schedule and partners
Highlight what’s new and expected in 2014 at
Sulafest
Generate sales for the event

3. INSIGHT
Too many Fests make it
complicated for people
to choose where to go
The loyalists will always
land up at SulaFest but
driving new audiences
was a focus
Artists help engage
SOLUTION
Outreach via Twitter, Facebook,
YouTube & Instagram with 1 #
across everywhere -#SulaFest
Developed Engagement
activities in partnership with
Lifestyle & Gourmet Brands,
attending Bands & Event
Partners towards increasing
desire to attend
Increase website & sale traffic
via media spends & influencers
Increased talkabilityvia Live
Tweets & Live contests during
the Fest
CHALLENGE
The need to attract
new audiences and
loyalists to attend
SulaFest 2014
Highlight new
partnerships
Drive Sales
Insightful Digital Outreach

4. SulaFest Promotion Schedule
Phase 1: Pre-
Fest Buzz
•Dec 7
th
–Jan
31
st
, 2014
Phase 2: Live
Updates
•Feb 1
st
–Feb
2
nd
, 2014
Phase 3: Post
Fest Sustenance
•Feb 3
rd
–Feb
6
th
, 2014

5. PHASE 1:
PRE-FEST BUZZ

6. Cover Photos go up!

7. Website with all the information!

8. SulaFest ‘14 Event Page…
Invited: 13,036
Maybe: 807
Going: 3,122
Main stage line-up, Travel plans,
Accommodation and Ticket Sales went up
on the Event Page & allowed people
attending to co-ordinate

9. #SulaFest 2013 Flashback
Relived the good
memories
Shared the key Artists
Shared Brand loyalist
testimonials

10. Partner buzz

11. Details on the Bands
What?
-We disclosed 1 band
every alternate day
-True fans were
identified by clues given
before the Event
-Recall & Adoption for
artists created through
sharing Band Videos

12. 10 day Countdown….

13. Facebook Contests
400
participants
280
participants

14. Twitter Contest #1:
Can’t miss #SulaFest because….
Contest: Users were asked to share their reason to attend #SulaFest
Impact: Engaged with people who had attended previously to share their experiences

15. Twitter Outreach: 192,354
Contest Statistics

16. Twitter Contest #2:
Bond with the Band
Contest: Send in a warm welcome to the Band & meet them at #SulaFest!
Impact: Create awareness about the Bands & increased excitement to attend

17. Twitter Outreach: 309,124
Trended in Mumbai for
the entire day & across
India for a few hours

18. Twitter Contest #3:
Musical Name Twist
Contest: Give a Musical Twist to your name
Impact: Got the whackiest names & additional virality as people tagged others

19. Twitter Outreach: 416,197

20. Instagram Outreach
OUTREACH:
5.7 Million

21. PARTNER CAMPAIGNS

22. Contest: What would you wear at the Hottest Music Festival of 2014?
Impact: Reached out to the fashion-conscious fest-goers & gave dress up ideas

26. Phase2:
Live at the Event

27. Live Facebook Album Updates
Outreach
5.2 Million

28. Live Coverage by Sula Vineyards

29. Live Coverage by Tweeps

30. Live Coverage by Sula Vineyards

31. Live Coverage by Vinoteca By Sula

32. Live Coverage by Sula Selections

33. Live Coverage by Miss Malini

34. Live Coverage by Vero Moda

35. Live Contests at Venue
Stay Fashionable while at #SulaFest& share it with us
by clicking a photo, along with a bottle of Sula
Outreach: 3 Lakh

36. Top Influencers for #SulaFest

37. Phase 3:
Post Fest Sustenance

38. Closing up #SulaFest ‘14
#Sulafest ‘14 Album
uploaded
Posts thanking fans for
their love at Sulafest
Posts talking about the next
year & new experiences

39. Closing up #SulaFest ‘14
#Sulafest ‘14 Album
uploaded
Posts thanking fans for
their love at Sulafest
Posts talking about the next
year & new experiences

40. SulaFest ‘14 –Social Media Impact
Particulars Numbers
Fansincreased 4,805
Fans Talking aboutit 4,503
EngagementRatio 12%
CurrentFan Base 22, 249
Twitter Followers increased 802
Current Follower Base 5, 291
Social Media Sentiment Analysis 77% Positive
Instagram Outreach 5.7 million
Facebookoutreach 25.5million
Twitter outreach 1.06 million
Twitter Timeline Deliverables 18.10 million
Total outreach 50.36 million

41. QUOTE BY SULA AND
MSI
“SulaFest 2014 was a great success and sold out once again!The fest
saw close to 10,000 fest-goers all who had a weekend to remember and
this year was a grander production than ever before. This year we
doubled our digital and social media efforts and saw the results with a
massive amount of our ticket sales coming from Facebook & Twitter,
with thrice the amount of outreach than last year as well.”
-Cecilia Oldne
“A Fest always creates a lot of noise on digital through loyalists but we
wanted to go bigger and far wider this year. Using Fest loyalists and
targeted Partners, we created the right kind of buzz across social media
while also creating constant offline touch points at the event to increase
recall for our brand and gain live feedback about SulaFest. This year
has been legendarily larger than 2013.”
-Zafar Rais, CEO, MindShift Interactive

42. www.mindshiftinteractive.com
Thank You