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How Brands Can Leverage Tangence’s Digital Media Services For Engagement And Brand Connect

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Objective:

On the occasion of Mother’s Day 2015, Cloudnine, India’s leading chain of women and child healthcare hospitals planned a grand celebration called “Celebrating Moms”. The purpose of organizing this campaign was to salute the mothers all over the world for their unconditional love, care & dedication and to engage the target audience.FB cover

Since the last year’s Mother’s Day celebrations- MummaMia was a huge success, people had high expectations from Cloudnine, this year as well. With Celebrating Moms campaign, Cloudnine wanted to outclass all its previously conducted online campaigns.

Execution:

Tangence came up with some out of the box digital marketing strategies to make this campaign a huge success. Our Social Media Team embraced all the possible ways to push the campaign online. The Mother’s Day special social media campaign “CELEBRATING MOMS” was held from the 1st of May 2015 till the 21st of May 2015. The campaign comprised of 8 contests and prizes worth over Rs. 3 lakhs were distributed among the winners. The contests were held on Cloudnine’s Facebook page and aimed at creating buzz about Cloudnine, increase user engagement and community and to acquire the leads.Slides-5

The blue print of the digital marketing strategies of the campaign included:

  • Creation of dedicated Landing pages, integration of various platforms and tools
  • Content marketing: PR, Blogs, Social content, etc.
  • email marketing
  • SEO marketing
  • Paid Facebook marketingSlide-1

We used social media channels like Facebook, Twitter and LinkedIn to spread the word about Cloudnine’s Mother’s Day Celebrations. We also ensured that moms from all over India could take part in the 3 weeks long celebrations. So, dedicated posts and activities were carried out at regular interval during the campaign to put emphasis on all the contests.Slides7

The campaign was designed on 3 levels- Buzz Creation, On-going and after the campaign. The campaign set off with the buzz creation posts on various social channels like Facebook, Twitter and LinkedIn, etc. The contests ran during campaign were Share Your Story, Look Alike, First Baby Pic, Count Your Blessings, Mumble Jumble, Theme Baby Pic, Caption This and Change The Diaper. All the 8 contests got incredible response and were wrapped up with the winners’ announcement and distribution of prizes worth more than Rs. 3 Lakhs. The Contests ended with a bang.Slides9

Result:

The ‘Celebrating Moms’ Campaign was a huge success. Efforts put by Tangence were paid off when Cloudnine received the ‘National Award of Excellence in Digital Marketing and Social Media’ for Celebrating Mom’s (Mother’s Day campaign 2015).

By the end of the campaign, what Tangence achieved was huge. We bagged a 37% increase of fans i.e. 1 Lakh+ page likes in just a month.

The campaign received a total of

  • 3715+ entries
  • 177000+ tab views
  • 12200+ clicks, 3353300+ people reach
  • 214800+ user engagements
  • 82% increase in post impressions
  • 187% increase in people reach
  • 153% increase in user engagements.

The Cloudnine’s expectations from Tangence and the campaign were 10% increase of page likes,the estimate target reach of 8 Lakhs, and 10% increase of page likes from targeted cities,but the results were far greater than expected, we successfully achieved a 64.36% increase of page likes, 33 Lakhs + reach and a 21.7% increase of page likes from targeted cities.Slide-3

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Image Credits: Tangence

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