A brief case study for the successful social media campaign conducted for Indian gifting giant Ferns n Petals during Valentine's Day 2014. Our objective was to increase visibility & transactions from social media. See what we did.
2. 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.
3. Campaign Objective
To increase visibility and number of transactions from social channels on the
occasion of Valentine’s Day
4. 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.
5. Execution
Each Day to the run-up of Valentine’s Day was celebrated with a changed cover
image
6. 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’
7. 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
8. Contest: #FNPValentine
Each 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
10. 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
12. 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
