1. Case Study: Using Facebook to Drive Registrations
to Penguin India's Spring Fever 2013 Event
How AliveNow helped Penguin India get thousands of
registrations for the Spring Fever 2013 event

2. The Challenge
• Penguin Books on Facebook (www.facebook.com/PenguinIndia) is
the official Facebook page with close to 1 lakh fans.
• Penguin Books wanted to use the Facebook Platform to drive
registrations for the Spring Fever 2013 event and spread awareness
about the various authors and celebrities attending the even.
• The audience on the page were young and outgoing in nature. They
had passion for books and reading.
• We came up with a simple but effective application on Facebook to
engage with the audience on Penguin Books and give away passes
to the event through Facebook.
02 Facebook Case Study - Penguin Books India

3. Strategy and Approach
• Knowing that the audience on the Penguin Books page were very
passionate about books in general, we decided to come up with a simple
app and gave away passes who ever wanted to be a part of the event.
• We came up with the Spring Fever 2013 application.
• In this application, a user has to select an event they are interested in and
fill in their details to get their passes. They could request for more than 1
pass for family and friends.
• We used the Facebook application platform and the Facebook Ads
platform to reach the right audience and achieve the desired results.
03 Facebook Case Study - Penguin Books India

4. Spring Fever 2013 App: Pre-Like Page
Pre-Like Page
Once the user
comes to the app,
they have to LIKE
the page to enter
the app and
register to get their
passes.
If a user doesn’t LIKE
the page, then the
fan cannot register
for passes.
04 Facebook Case Study - Penguin Books India

5. Spring Fever 2013 App: Register Page
Register Page
The fan comes to
the main page
where they can
select “Register” or
“Events on the top.
They can click
Register and select
the number of
passes required for
a particular event
and submit their
details.
05 Facebook Case Study - Penguin Books India

6. Spring Fever 2013 App: Events Page
Events Page
They can also click
on “Events” to
browse through the
details various
events happening
over the 10 day
period. After
browsing through
they can come
back to register
and request for
passes.
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7. Spring Fever 2013 App: Thank You Page
Thank you Page
Once the registration
for the event is done
by the fans, we
thanked them for
showing interest in the
event.
Automatic Email
The user who
registered will get an
automatic email from
Penguin after which
passes will be sent
across to them.
07 Facebook Case Study - Penguin Books India

8. Promoting Spring Fever 2013 on the Page
We posted regularly about the event on the page which had amazing
response from all the book lovers. This post had 14 shares and 86 likes.
08 Facebook Case Study - Penguin Books India

9. Promoting Spring Fever 2013 on the Page
We asked the fans to register for this mega event and the response was
great. Thousands of people requested for passes through the app.
09 Facebook Case Study - Penguin Books India

10. Promoting Spring Fever 2013 on the Page
As and when events were happening, there were regular posts on the
Penguin page about them.
10 Facebook Case Study - Penguin Books India

11. Promoting Spring Fever 2013 on the Page
More updates from the event. Here are pictures of
Nikita Singh and Ramchandra Guha at Spring Fever 2013.
11 Facebook Case Study - Penguin Books India

12. Promoting Spring Fever 2013 on the Page
More updates and pictures from the
Spring Fever 2013 event!
12 Facebook Case Study - Penguin Books India

13. Promoting via Targeted Facebook Ads
Sample
Facebook
Ads
• Besides engaging the existing audience of Penguin Books, we also
wanted to reach a new audience via highly targeted Facebook ads.
• We used targeted Facebook ads in an effective manner with many
targeting criteria to reach the right untapped audience.
• Targeting was done based on the following:
• First only in geographic areas where users can attend the event.
• Then targeting users who had LIKED: Books, Reading, Writing, etc. Author
targeting, book genre targeting, etc.
• This way, we reached the right audience and got optimal ROI on the ad
spends done.
13 Facebook Case Study - Penguin Books India

14. The Results: Spring Fever 2013
• The Penguin Books Spring Fever 2013 application was live on the
Facebook page and ran for a period of 15 days.
• During that period, the response was overwhelming, on all parameters,
the campaign was a success. Few important numbers are given below.
Parameter Time period Number
No. of New 20,000+ New Likes to the page during the
15 - 18 days
LIKES event.
No. of Passes
15 - 18 days A total of 7,431 passes requested.
requested
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15. Client and Agency Speak
“Spring Fever is a festival designed 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 it also
reached the right audience.”
Adhvith Dhuddu, CEO, AliveNow - Social Media Management.
15 Facebook Case Study - Penguin Books India

16. Thank You!
For more details regarding the Penguin India
Facebook Case Study for Spring Fever 2013,
write to us at contact@alivenow.in with your
queries.
Visit us at www.alivenow.in to learn more.
16 Facebook Case Study - Penguin Books India