Donut Day 2012 Case Study
Facebook Banner Creative
- Banner was made live on 08 June, 2012. - Created a buzz before Donut Day. - Fans had started asking about the celebrations.
Facebook Promotion – Before Donut Day
Excitement among fans. Tagged peers to make them aware about MOD Donut Day. 64 shares, 182 likes & 42 comments.
Word cloud – Comments Comments before Donut Day (Promotional Post)
‘Wow’ ‘Treat’ ‘Coming’ ‘15th June’ ‘Awesome‘ ‘Donut for Rs. 25’ ‘Best thing heard’…
Donut Day – Promotional Post
Donut day promotional post went viral among Facebook fans with 500+ likes & 177 shares.
Many of them were already on the way.
Friends were tagged. Fans <3 it. They felt that it was a great offer!
Posts by others
Mumbaikars went Mad Over Donuts
Mod Donut Day gave a theme to Jinal & her office mates.
Fans shared their experiences, images & how they enjoyed MOD Donut Day.
Live updates (posts)
- Live updates from MOD stores were shared among Facebook fans. - 11 posts on donut day (at 30 minutes of interval). - Fans had started tagging these images.
Tags
Engagement
Likes
Evening Status Update Fans had started expressing about the celebrations. Bad experiences due to long queues. Emotional connect was made among fans by pacifying & responding to them. As a result, these fans felt delighted with brand’s prompt
response & appreciated the same on Facebook page. Emotional Connect
Brand Connect
Results (Facebook)
Facebook Statistics before & after Donut Day.
Before Donut Day
After Donut Day
Change in numbers
Industry statistics
Facebook Fans
341,581~
342,766~
1000+
200-250~
People Talking About This
7735
8,769
34.93%
5-10%~
- Total likes increased by 0.46% - Friends of fans increased by 1.52% - People talking about the brand increased by 36.82% - Weekly total reach increased by 9.44%
Twitter Promotions Tweeps tweeted about the crowd at MOD stores. Shared donut images. #modDonutDay was promoted while interactions. Users had tweeted Mod Donut Day as a success.
Tweets with hashtag #modDonutDay
TweetCloud for MadOverDonuts
Top five words: RT, donuts, donut, day, #moddonutday.
Twitter Statistics for Donut Day (15th June, 2012)
Twitter activities were on hype on Donut Day.
Donut Day
Overall 158 tweets on MOD Donut Day. 78 retweets were received talking about MOD Donut Day. Tweets were replied & retweeted.
Donut Day
Follower count statistics
Twitter Summary The total tweet count for Donut Day was 158. This includes replies and re-tweets. Nearly 41% of these tweets were replies to our followers regarding the event. 49% of these tweets were re-tweeted. Nearly 200+ new followers after Donut Day. #modDonutDay was used as the primary hashtag for all tweets from the Mad Over Donuts handle as well as by our followers.
Also, our follower count has been on the rise before and after Donut Day. @Su_Power, @Paramparatweets were among the top Twitter influencers. Prompt and satisfactory replies to customers who had trouble getting Donuts on Donut Day has just taken Mad Over Donuts as a brand to higher levels with lots of satisfied customers and followers on Twitter.
Facebook Summary The total post count for Donut Day was 13 (11 live store updates, 1 promotional post & 1 status update).
Nearly 1000+ new fans after Donut Day. Also, our fan base count has been on the rise before and after Donut Day. Prompt and satisfactory replies to customers who had trouble getting Donuts on Donut Day has just taken Mad Over Donuts as a brand to higher levels with lots of satisfied customers and fans on Facebook. Nearly 2,70,000+ Facebook users were reached on Donut Day. 4 Top cities who had reached the most were Mumbai, Bangalore, Pune & New Delhi. 2000+ page views on Facebook page i.e. 4x times the daily page views. Viral reach was among 1,20,000+ users. Post donut day experiences were shared on Facebook as well as on Twitter.
Key Learnings Facebook cover page Banner image was live till 13th June along with the price badge mentioned. The cover banner was changed immediately removing Call To Action (price badge). Twitter Hashtag promotions Promotion was done #modDonutDay only on 1 day i.e. 15 June, 2012. To consider for upcoming events: Promoted hashtag to increase the visibility for hashtags. Facebook Newsfeed post promotion Content strategy on Donut Day had missed newsfeed promotions to increase post reach.
Conclusion
Mad Over Donuts is now an established well known brand. Brand awareness has increased as compared to last year’s Donut Day. The event went viral on Facebook & Twitter. Fans/followers are now aware of MOD Donut Day celebrations. Social media has emerged as a boon to the brand in terms of replying & communication with the brand patrons. Queries were addressed with prompt responses. Positive feedback from the brand followers.