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How Penguin Books India used FB to increase awareness and attendance for its flagship Spring Fever 2013 book festival

15/07/2014

About Penguin India

Penguin India is the largest English-language trade publisher in the subcontinent. Headquartered in New Delhi and founded in 1985, Penguin India today publishes across a whole range of subjects and almost all the top brands in the trade segment.


Objective

 To get registrations for Spring Fever (a 10-day book festival) 2013 events
 To increase awareness about Spring Fever by sharing details of each day’s events.
 To increase Facebook likes and engagements with user to build a conversation platform.
 To add an Event page in order to inform user in advance.

Execution

 ‘AliveNow’, a Spring Fever 2013 app, was built by social media management team on the Penguin India Facebook Fan Page. App was the Like- gate, people needed to like the page to enter the app. Fans could browse through events or register and request passes to specific events
 Keywords, Geographical targeting and other features were used on Facebook Ads to target people interested in books, author, and reading.
 Facebook Page was regularly updated about authors and events for the fans to engage about the Spring Fever.
 Sponsored stories were used to spread its Spring Fever message.
 Facebook platform was used for allowing ticket requests and event registration

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Results

 More than 20,000 likes were added within the time frame of the campaign.
 Via App, 7,431 requests for passes were requested.
 Penguin got a database via app that allowed a better communication with Facebook fans about upcoming events, book launches and more.
 All events’ tickets ran out of stock as a large number of people started requesting for tickets and registering for events through Facebook.

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