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Penguin India Leverages Facebook To Increase Attendance For Spring Fever 2013

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penguinPenguin Books India is the largest English language publisher in the subcontinent. Founded in 1985, Penguin Books India began its operations in 1987. In its 28 years of operation they have published books in virtually every segment which includes travel, business, politics, history, religion and philosophy, lifestyle, cookery, health and fitness, sports and leisure, visual books and children’s books. Apart from English Penguin India also publishes books in 9 other local languages viz. Hindi, Marathi, Guajarati, Tamil, Telgu, Kannada, Malayalam, Bengali and Urdu. Penguin Books India’s author list includes almost all the well-known authors. They have also published three books which has won the prestigious Booker Prize. They are The God of Small Things, The Inheritance of Loss and Life of a Pi. Penguin’s authors have won almost all major literally awards including the Nobel Prize, the Magsaysay award, Jnanpith Award, the Sahitya Akademi award, and the commonwealth writers prize. Several of Penguins authors are also recipient of the Bharat Ratna and the Padma Vibhushan, India’s highest civilian awards. They are also exclusive distributor partner for several leading publishing houses which includes Penguin Group, A&C Black, Atlantic Books, Bloomsbury, Faber & Faber, Granta, Hay House, Icon, Kyle Cathie, Marshal Cavendish, Mira, Quercus, Sterling, Constable and Robinson, Oneworld and Zubaan.

To cater to its tech savvy readers Penguin Books India also publishes eBooks and audio books. Penguin Books India has a strong online presence on Facebook with more than 216k likes and on Twitter with 36k followers. They also take lot of efforts to market the release of their books online. There is a lot of buzz about the new book in the market. Penguin Books India has tied up with several online retailers like amazon, flipkart etc to make the book available to the readers. Penguin Books India also has a Penguin App for Apple, Android and Blackberry users. Penguin Books India publishes its children titles under the Puffin, Dorling Kindersley and Ladybird imprints; the first Group company to publish its Ladybird books outside the UK. Penguin Books India has the highest recall among readers and book lovers in India. Penguins Books have frequently outnumbered all other books in the weekly bestseller list according to A C Nielsen.

Amongst its many initiatives to bond with readers, Penguin Books India organises Spring Fever, an Annual Literally Festival with an open air library with its remarkable range of books accessible to all visitors during the 10 days long festival. Spring Fever 2013 had events such as book reading sessions, conversations and discussions with eminent author and well known personalities.

Penguin Books India’s Business Objectives for Spring Fever 2013

  • To increase Registration for Spring Fever 2013 events
  • To increase awareness about Spring Fever by sharing details of each day’s events
  • To increase Facebook likes and engagements.
  • To add an event page in order to inform user in advance.

Penguin Facebook

Strategy Adopted by Penguin Books India:

  • Penguin India was active on Social Media through its Facebook page. It was also aware of its reader’s presence and engagement activity on Facebook. It decided to leverage Facebook to engage with its readers. With the help of its Social Media Management team Alive now they build a Spring Fever 2013 app on Penguin Books India’s Facebook page. This app was Like-gated where people needed to like the Facebook page to enter the app. Fans could browse through the events, register and even request passes for specific events.
  • Penguin India effectively used all Facebook features including Facebook ads, sponsored stories and Geographical targeting to reach to audience interested in books, reading and authors. Geographical targeting helped to attract the attention of readers residing in New Delhi and Gurgaon area as the event was happening in Lodhi Road, New Delhi.
  • Penguin India updated its page regularly to inform its readers about current events, events throughout the 10 day period and presence of eminent authors and well known personalities for Spring Fever 2013.
  • Sponsored Stories were used to spread the message of Spring Fever. With sponsored stories, updates appeared high in fans newsfeed resulting in increased views and engagement from the fans. Results Achieved by Penguin Books India
  • More than 20k likes were added within the timeframe.
  • 7,431 requests for passes were generated via Spring Fever 2013 app
  • Penguin India got a new, updated data which can be used for Email Marketing and CRM activities.
  • All events tickets ran out of stock as more and more people requested for tickets and registering for events through Facebook.

Learnings:

Penguin Books India effectively used Facebook for achieving its objectives. By targeting the audience interested in books, authors and reading they created the necessary buzz around the event. Sponsored stories and regular updates helped the event to remain fresh in the mind of the audience. A chance of interaction with their favourite authors lured many to attend the event. Prompt reply to the question and continuous engagement created a positive atmosphere resulting in increase in passes.

Image Credits: Penguin Books India, dsim

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