Enterprise social media conducted a campaign for 6th street yogurt on May 3rd 2013. The social media strategy highlighted the importance of looking at social media campaign beyond creating a buzz, and how it can be a cost-effective social media marketing tool for businesses.

1. Social media case study:
#WhatMakesColabaDifferent
For
6th Street Yogurt

2. Client Brief
• Create awareness about the new store launch
• Generate footfall at the new store
• To sample the product

3. Campaign
approach
•
To create a campaign named #WhatMakesColabaDifferent which would run across
Facebook and Twitter
•
To Create awareness among existing fans on Facebook using promotional updates
•
Create awareness among existing followers on Twitter using promotional tweets
•
To build a larger fan base on Facebook with the help of targeted Facebook ads
•
To build a larger follower base on twitter with the help of relevant #tags and
keyword tracking to interact with them
•
To build a larger database by encouraging participation across Facebook and
Twitter
•
Give away online coupons to participants to generated larger footfall at the new
store and encourage Product Sampling

4. About campaign
Campaign Name:
#WhatMakesColabaDifferent
Incentive:
Free yogurt coupons
Duration:
May 3rd - May 9th, 2013

5. Facebook application
•
An interactive application was created where in fans were asked to
answer a simple question i.e #WhatMakesColabaDifferent
•
All the participants were asked to give their contact details and click on
the download coupon button to claim their free yogurt
•
Interactive posts were used throughout the week to attract the existing
fans
•
Facebook ads were created and optimised to attract new fans

6. Facebook application flow

7. Interactive Facebook posts

8. Interactive Facebook posts

9. Interactive Facebook posts

10. Interactive Facebook posts

11. Online coupon
Participants were given
online coupons to claim
their free yogurt

12. Twitter
• Keyword tracking used to reach out to the target audience
•
Hashtags were used to attract new fans

13. Screenshots of Twitter responses

14. Screenshots of Twitter responses

15. Screenshots of Twitter responses

16. Screenshots of Twitter responses

17. Screenshots of Twitter responses

18. Results
Campaign duration: May 3rd – May 9th 2013
-
1800+ Unique users interacted with 6SY’s
Facebook and Twitter profiles
-
81 New followers on Twitter
-
1.5 k new fans on Facebook
-
43.6 k Reach on Twitter
-
946.2 k Impressions on Facebook
-
2.2k total Interactions
-
122 Total Coupons downloaded
-
288 Mentions on Twitter