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How Tim Hortons Leveraged Footfall
        via Social Media
Background on the U.A.E. Market

Marketing in U.A.E. the hub of Traditional Media



   Television   Print    Radio     Outdoor
Where all of the Above is Great!

But how do we know the exact
  reach for the Consumers?
Total number of People on
    Facebook in U.A.E.




            31,16,900
Now for some Background on
         Tim Hortons
   A Canadian Café Brand & Religion

       Never seen in U.A.E. before

 Looking to Launch in the Huge Market of
                  U.A.E
What Tim Hortons did before
      getting online…




 Traditional Banner Advertising across
          Dubai & Abu Dhabi
Did anyone mention, Competition?
 Before entering the market Tim Hortons had Big names
                   to compete with…


 Starbucks             Krispy Kreme Donuts Dunkin

    Donuts Costa Coffee           Caribou
                    Coffee
The Objective

1   Increase Fans on the Facebook Page

      Build a Huge Fan Base on Twitter
                                          2
         Increase Footfall at the Store
     3
That’s where we
   Step in…
What We Did?

Created aSimple yet effective
Application to engage and drive
  users from Facebook to the Café to
           increase FootFall!
Like Us & get a
      Application
                     Free Coffee!

Duration               20 Days

      Current         Fairly Low
      Foot Fall
Application: Like Us & get a Free
            Coffee!
                       In 3 Simple Steps
1. An Application that allows the user to Land on the page

2.   ‘Like’ the Page and,

3.   Download his Free Coupon which has a unique Serial Code
Application: Like Us & get a Free Coffee!


                               A Ticker was
                          provided on the Pre-
                          Like Page for users to
                           get encouraged to
                          Click the Like Button!

                           20,000+ Tab Views!
Application: Like Us & get a Free Coffee!


                           Post Liking, the Fan
                            had to Click on
                             the Button to
                            Download their
                              Free Coffee
                                 Coupon
Application: Like Us & get a Free Coffee!


                           A personalized coupon
                           was generated which
                           contained 3 important
                                 elements:

                          • Fans Correct Name
                          • The Expiry Date
                          • A Unique Coupon Code
                            TO AVOID misuse
Buzz Generated on
  Facebook via
  Status Updates
How Tim Hortons entered the UAE Market via Facebook & Twitter
Fans Can’t stop thanking Tim Hortons
          for the Coffee…
Fans Can’t stop thanking Tim Hortons
         for the Coffee…
What we
Achieved!
Facebook Fans on 16th March – 1000+

  The App went Live on 16th March

More than 50% Coupons Downloaded

  8000+ Fans in a span of 20 days!
People Talking about This
Viral Reach Shoots Up!
Fan Increase
                 Total Fans on Facebook
10000
                                            8841
 9000

 8000

 7000
                                   5782
 6000

 5000

 4000
                       2956
 3000

 2000    1506

 1000

    0
        Week 1        Week 2      Week 3   Week 4
Twitter Growth
           Strategy Used

The next 200th, 300th , 400th follower
gets a Free Coffee from Tim Hortons!

So Follow us and be the Lucky One!
Twitter Growth
The Follower base began with
         around 90+


 After applying our Strategy
Twitter Growth
16th March saw 200 Followers


23rd March saw 300 Followers


28th March saw 400 Followers
Twitter Growth
Hence in almost a months time we grew
               by 345 %



With a Per Week growth of 100 Followers
Followers on Twitter
450
                                   390
400

350
                          312
300
                 267
250

200
        150
150

100

50

  0
       Week 1   Week 2   Week 3   Week 4
Mentions from Users
60
                          56       56


50


40

                 32
30      28



20


10


 0
      Week 1   Week 2   Week 3   Week 4
Total Interactions on Twitter
 160

 140                      136

                                   121
 120

 100

 80
                  61
 60      51

 40

 20

   0
       Week 1   Week 2   Week 3   Week 4
Total Reach on Twitter
70000

                          58960    57550
60000


50000


40000


30000            25930

        19050
20000


10000


    0
        Week 1   Week 2   Week 3   Week 4
Learnings
 Social Media Can Drive Awareness + Footfalls

 Incentivizing consumers for participation always
works

  Social Media can be leveraged to induce trials
for a new brand
Thank You!

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How Tim Hortons entered the UAE Market via Facebook & Twitter

  • 1. How Tim Hortons Leveraged Footfall via Social Media
  • 2. Background on the U.A.E. Market Marketing in U.A.E. the hub of Traditional Media Television Print Radio Outdoor
  • 3. Where all of the Above is Great! But how do we know the exact reach for the Consumers?
  • 4. Total number of People on Facebook in U.A.E. 31,16,900
  • 5. Now for some Background on Tim Hortons A Canadian Café Brand & Religion Never seen in U.A.E. before Looking to Launch in the Huge Market of U.A.E
  • 6. What Tim Hortons did before getting online… Traditional Banner Advertising across Dubai & Abu Dhabi
  • 7. Did anyone mention, Competition? Before entering the market Tim Hortons had Big names to compete with… Starbucks Krispy Kreme Donuts Dunkin Donuts Costa Coffee Caribou Coffee
  • 8. The Objective 1 Increase Fans on the Facebook Page Build a Huge Fan Base on Twitter 2 Increase Footfall at the Store 3
  • 9. That’s where we Step in…
  • 10. What We Did? Created aSimple yet effective Application to engage and drive users from Facebook to the Café to increase FootFall!
  • 11. Like Us & get a Application Free Coffee! Duration 20 Days Current Fairly Low Foot Fall
  • 12. Application: Like Us & get a Free Coffee! In 3 Simple Steps 1. An Application that allows the user to Land on the page 2. ‘Like’ the Page and, 3. Download his Free Coupon which has a unique Serial Code
  • 13. Application: Like Us & get a Free Coffee! A Ticker was provided on the Pre- Like Page for users to get encouraged to Click the Like Button! 20,000+ Tab Views!
  • 14. Application: Like Us & get a Free Coffee! Post Liking, the Fan had to Click on the Button to Download their Free Coffee Coupon
  • 15. Application: Like Us & get a Free Coffee! A personalized coupon was generated which contained 3 important elements: • Fans Correct Name • The Expiry Date • A Unique Coupon Code TO AVOID misuse
  • 16. Buzz Generated on Facebook via Status Updates
  • 18. Fans Can’t stop thanking Tim Hortons for the Coffee…
  • 19. Fans Can’t stop thanking Tim Hortons for the Coffee…
  • 21. Facebook Fans on 16th March – 1000+ The App went Live on 16th March More than 50% Coupons Downloaded 8000+ Fans in a span of 20 days!
  • 24. Fan Increase Total Fans on Facebook 10000 8841 9000 8000 7000 5782 6000 5000 4000 2956 3000 2000 1506 1000 0 Week 1 Week 2 Week 3 Week 4
  • 25. Twitter Growth Strategy Used The next 200th, 300th , 400th follower gets a Free Coffee from Tim Hortons! So Follow us and be the Lucky One!
  • 26. Twitter Growth The Follower base began with around 90+ After applying our Strategy
  • 27. Twitter Growth 16th March saw 200 Followers 23rd March saw 300 Followers 28th March saw 400 Followers
  • 28. Twitter Growth Hence in almost a months time we grew by 345 % With a Per Week growth of 100 Followers
  • 29. Followers on Twitter 450 390 400 350 312 300 267 250 200 150 150 100 50 0 Week 1 Week 2 Week 3 Week 4
  • 30. Mentions from Users 60 56 56 50 40 32 30 28 20 10 0 Week 1 Week 2 Week 3 Week 4
  • 31. Total Interactions on Twitter 160 140 136 121 120 100 80 61 60 51 40 20 0 Week 1 Week 2 Week 3 Week 4
  • 32. Total Reach on Twitter 70000 58960 57550 60000 50000 40000 30000 25930 19050 20000 10000 0 Week 1 Week 2 Week 3 Week 4
  • 33. Learnings Social Media Can Drive Awareness + Footfalls Incentivizing consumers for participation always works Social Media can be leveraged to induce trials for a new brand