Social media case study on American Express used Facebook extensively to drive awareness, create buzz and highlight the American Express Partnership...

1. Client: American Express India
Campaign Period: 18 – 26 March, 2013

2. Taste of Mumbai: FB Activity
AmEx FB Objective:
1.
2.
Create awareness about Brands association with the event
Drive brand perception & brand empathy
Campaign rollout:
(16th – 21st March)
1. Pre-event intro posts
2. Wall contest with free
taste giveaways
(22nd – 24th March)
1. Live updates from the
1. Live event coverage
event
(Pics / Updates)
2. Video with the FB
2. Chats / Video with FB
winners
contest winners
(25th – 26th March)
1. Post event sum up
(pics)

3. Pre-event
engagement
During event buzz
Post event
coverage
Posts on event
dates, chefs & ticket
booking

4. Pre-event
engagement
During event buzz
Post event
coverage
3
1
2
FB led contest
• 3 Questions themed on food
• 3 winners from each question got couple
VIP pass to the event
4

5. Pre-event
engagement
During event buzz
Post event
coverage
Live updates from
the event
5

6. Pre-event
engagement
During event buzz
Post event
coverage
Buzz around AmEx
association with the
event
21-Oct-13
AXP INTERNAL
6

7. Pre-event
engagement
During event buzz
Post event
coverage
Video with contest
Winners, Chef interviews
21-Oct-13
AXP INTERNAL
7

8. Campaign performance
The number of (non
fans) people who visited
our Page, or saw its
posts in news feed or
ticker.
The number of people sharing
stories about our page –
likes, posts, commenting or
sharing one of the Page
posts, answering a question
etc
Key highlights
1. 403 organic likes during the
campaign
2. 5X increase in page engagement
3. 38K people reached during the
campaign period
21-Oct-13
AXP INTERNAL
8