1. Donut Day 2012 Case Study
Read about…
- How social media has emerged as a boon to the brand in terms of
communication with the brand patrons. . .
- Social media monitoring to address the various comments & tweets. . .
- How Mad Over Donuts handled online queries & kept their fans/followers
engaging. . .
Engagement Brand Connect
2. Facebook Banner Creative
- Banner was made live on 08 June, 2012.
- Created a buzz before Donut Day.
- Fans had started asking about the celebrations.
3. Facebook Promotion – Before Donut Day
Excitement among fans.
Tagged peers to make them aware about ‘Mad Over Donuts’
Donut Day.
Tags Engagement Likes
4. Word cloud – Comments
Comments before Donut Day
(Promotional Post)
‘Wow’
‘Treat’
‘Coming’
‘15th June’
‘Awesome‘
‘Donut for Rs. 25’
‘Best thing heard’…
5. Donut Day – Promotional Post
Donut day promotional post went viral among Facebook fans with 500+
likes & 177 shares.
6. Many of them were
already on the way
Friends were tagged
Fans <3 it
They felt that it was a great offer!
8. Fans shared their experiences, images & how they
enjoyed ‘Mad Over Donuts’ Donut Day.
9. Live updates (posts)
- Live updates from Mad Over Donuts stores were shared among Facebook fans.
- 11 posts on donut day (content posting strategy).
- Fans had started tagging these images.
Tags Engagement Likes
10. Evening Status Update
• Quick responses to the negative
comments due to long queues
and Fan's appreciation on the
same to Mad Over Donuts team.
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 Brand
Connect Connect
11. Facebook Summary
Multiple content posting strategy including live store images, post updates, etc.
Also, 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.
Facebook users reach was nearly 70% of the current fan base on Donut Day.
4 Top cities who had reached the most were Mumbai, Bangalore, Pune & New Delhi.
4x times the daily page views on Facebook.
Viral reach was 3x times in comparison to the daily reach.
Post donut day experiences were shared on Facebook as well as on Twitter.
12. Twitter Promotions
Tweeps tweeted about the crowd at Mad
Over Donuts stores.
Shared donut images.
#modDonutDay was promoted while
interactions.
Users had tweeted MOD Donut Day as a
success.
16. 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
17. 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.
#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.
18. 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 ‘Mad Over Donuts’ 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.
