Valentine’s Day 2014 CampaignCase Study

Introduction

Ferns N Petals is a leading Indian florist and

gifting portal. With over 180 outlets in 72

cities nationwide and delivering across 155

countries worldwide, Ferns N Petals pioneered

the concept of social expression. Valentine’s

Day marks an important event for the

organization in terms of increasing awareness,

visibility and the actual orders.

Campaign Objective

To increase visibility and number of transactions from social channels on the

occasion of Valentine’s Day

Campaign Idea

To showcase the wonderful gifts people could send on Valentine’s Day and

portray Ferns N Petals as the perfect partner to celebrate the Valentine’s Day.

Execution

Each Day to the run-up of Valentine’s Day was celebrated with a changed cover

image

Execution

Gifts appropriate for

celebrating each day were

promoted

Each carrying a separate tag

to celebrate the event

Image: product shared for ‘Kiss Day’ Image: product shared for ‘Rose Day’

Execution

People were encouraged to pre-order their gifts to remain tension free. Also

coupons were shared to prompt people to buy directly from social channels

Contest: #FNPValentineEach day, a question was put up related to Valentine’s day and love in general to encourage people to engage and participate with the page

Promotions

Social Customer Care

• More than 150 complaints were handled through Facebook, Twitter and Google Plus

• Social channels were used to communicate with disgruntled customers to assure them that each and every complaint will be resolved

• Each complaint was responded to and resolved with the help of FNP’s customer service team

• Positive customer reviews were shared

Social Customer Care

Results

• 1508 new organic likes during 1-14 February

• 100 Average Daily likes on the page

• 7850 Avg. Weekly Organic Reach during campaign, 2.9 times than normal

• 477 Average Daily Post Likes during campaign, 1.3 times than normal

• 83 Average Daily Comments during campaign, 2.3 times than normal

• 62 Average Daily Shares during campaign, 1.2 times than normal

Thanks!

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