MindShift Interactive managed the Digital mandate for #SulaFest 2016, helping increase awareness and buzz for the campaign across Facebook, Twitter, YouTube, Instagram and Snapchat through media spends increasing visits to the website. Read on as we showcase how each platform resulted in an ROI and the innovative use of technology, such as the Sula Drone helped increase excitement levels among the audiences.

1. SOCIAL MEDIA CAMPAIGN REPORTSOCIAL MEDIA CAMPAIGN REPORT
20162016

2. PROMOTION SCHEDULEPROMOTION SCHEDULE

3. PRE-EVENTPRE-EVENT
PROMOTIONPROMOTION
Oct 22nd
– Feb 6th
, 2016

4. The first phase of the teaser campaign began
with #SaveTheDate announcements, which
instantly created tremendous buzz on social
media
#SAVETHEDATE#SAVETHEDATE
*The above posts was
picked up by Campaign
Asia as top engaging post
of the week
VIDEO
Views: 2348
Interactions: 135
Outreach: 7,035
FACEBOOK ‘16
Total Posts: 6
Interactions: 916
Outreach: 24,329
TWITTER ‘16
Total Posts: 6
Interactions: 318
Outreach: 20,907
INSTAGRAM ‘16
Total Posts: 6
Interactions: 2360
Outreach: 5,539,134

5. We relived the excitement of SulaFest ‘15 through visuals and videos that
got memories alive & excitement levels for 2016 soaring
2016
Interactions: 2629
Reach: 26,126
2015
Interactions: 402
Reach: 4,386
FLASHBACKFLASHBACK

6. • Invited: 35,247
• Interested: 3,735
• Going: 2,286
EVENT PAGE –EVENT PAGE – #SULAFEST’ 16#SULAFEST’ 16
The event served as a great platform to inform the
guests about:
- Main stage & Atmasphere line-up
- Media Coverage
- Travel and Accommodation
- Website
- Ticket details and exchanges
- Video Bytes
- Partner Promotion
- Post Event Feedback

7. CONTENTCONTENT
STRATEGYSTRATEGY
Oct 19th
– Feb 5th
, 2016

8. • 21 artists participated in the event
• Disclosed 1 band daily
• Video content around each band was shared amongst
Fans & Followers
Total posts: 21
Interactions: 1,351
Outreach: 90,902
ARTIST ANNOUNCMENTSARTIST ANNOUNCMENTS

9. Total Posts: 4
Interactions: 3,851
Outreach: 38,137
TICKETS ATTICKETS AT
BOOKMYSHOWBOOKMYSHOW

10. Artists shared their excitement about performing at #SulaFest ‘15
ARTIST TEASERVIDEOSARTIST TEASERVIDEOS
Total Posts: 7
Interactions: 478
Views: 71,099
Outreach: 215,084

11. Total Posts: 10
Interactions: 398
Outreach: 36230
10 DAY COUNTDOWN10 DAY COUNTDOWN
Artists joined in the countdown to
#SulaFest ‘16 in their own creative ways!

12. CONTESTSCONTESTS
Oct 19th
– Feb 6th
, 2016

14. Total Entries: 142
Interactions: 564
Outreach: 3471
FACEBOOK CONTEST - 1FACEBOOK CONTEST - 1
I’m excited for #SulaFest because____.I’m excited for #SulaFest because____.

15. Total Entries: 52
Interactions: 190
Outreach: 3193
FACEBOOK CONTEST - I1FACEBOOK CONTEST - I1
Your #SulaFest ‘16 ClanYour #SulaFest ‘16 Clan

17. TWITTER CONTEST - 1:TWITTER CONTEST - 1:
#SulaFest ’16 Quiz#SulaFest ’16 Quiz

18. TWITTER CONTEST - 1:TWITTER CONTEST - 1:
#SulaFest ’16 Quiz#SulaFest ’16 Quiz
Posts 2,751
Users 205
Reach 7,32,958
Impressions 63,82,037
#SulaFest trended in Mumbai
for a period of over 2 hours on twitter!

19. TWITTER CONTEST - IITWITTER CONTEST - II
Excuses for #SulaFest ‘16Excuses for #SulaFest ‘16
Posts 1,040
Users 173
Reach 12,95,796
Impressions 33,09,013
*Conducted to create buzz just a few days before the festival

20. TWITTER CONTEST - IIITWITTER CONTEST - III
I’m excited for #SulaFest because ________.I’m excited for #SulaFest because ________.
Posts 652
Users 137
Reach 6,96,355
Impressions 20,49,686
*Got picked up by Campaign Asia as the most engaging tweet of the week

22. Total Entries: 100
Interactions: 285
Outreach: 11,04,469
INSTAGRAM CONTEST -1INSTAGRAM CONTEST -1
Caption This!Caption This!
We asked followers to give us the best caption for an image from #SulaFest
‘15

23. Total Entries: 82
Interactions: 261
Outreach: 12,48,463
INSTAGRAM CONTEST -I1INSTAGRAM CONTEST -I1
Caption This!Caption This!

24. PROMOTIONSPROMOTIONS
::
PARTNERS &PARTNERS &
ASSOCIATESASSOCIATES

25. INDIVIDUAL PARTNERINDIVIDUAL PARTNER
POSTS – By the BrandPOSTS – By the Brand

26. CHEERS TO ALLCHEERS TO ALL
OUR PARTNERS – By the BrandOUR PARTNERS – By the Brand
Official Partners
Food & Beverage Partners

27. PARTNERS ANDPARTNERS AND
ASSOCIATESASSOCIATES

28. VERO MODAVERO MODA
#SulaFest Pre-party#SulaFest Pre-party
VERO MODA joined the pre-buzz campaign and shared their
excitement for #SulaFest ’16 and hosting pre-parties at their stores.

29. VERO MODAVERO MODA
ContestsContests
Total Posts: 1
Entries: 108
Shares: 46
Interactions: 6067
Myntra held a contest in association with
VERO MODA - #BeMyDateForSulaFest

30. VERO MODAVERO MODA
Curated LooksCurated Looks
VERO MODA curated 12 different
looks for #SulaFest ‘16 and shared
across Facebook
Total Posts: 12
Interactions: 29,729

31. LONDON DAIRYLONDON DAIRY
TeasersTeasers
Total Posts: 14
Interactions: 48,021

32. LONDON DAIRYLONDON DAIRY
Facebook ContestFacebook Contest
Total Posts: 1
Entries: 40
Interactions: 8800
London Dairy fans were
asked to share their
‘Happy Moment’ and
winners got passes to
#SulaFest ‘16

33. MISS MALINIMISS MALINI
ContestsContests
Total Posts: 1
Entries: 80
Interactions: 461
Miss Malini held a contest asking users
to share their best possible reasons to
win passes to #SulaFest ‘16
Miss Malini held a twitter contest
called #TriviaTuesday

34. FESTIVAL SHERPAFESTIVAL SHERPA
EditorialEditorial
Festival Sherpa shared a number of
articles leading up to SulaFest in the
form of editorials along with a
#SulaFest contest on Twitter

35. #SULAFEST#SULAFEST
TIPSTIPS

36. #SULAFEST TIPS#SULAFEST TIPS
Particulars 2015
Total Posts 10
Interactions 1,697
Outreach 32,738

37. EVENTEVENT
PROMOTIONPROMOTION
Feb 6th
– Feb 7th
, 2016

39. LIVE COVERAGE -LIVE COVERAGE - FACEBOOKFACEBOOK
We gave our fans & followers an
insight into the live happenings
at the venue
Facebook
Day 1
Posts 6
Interactions 1,314
Outreach 636,185

40. LIVE COVERAGE –LIVE COVERAGE – FACEBOOK EVENT PAGEFACEBOOK EVENT PAGE
All posts were regularly shared on the Facebook
event page where they received high interactions

41. LIVE COVERAGE -LIVE COVERAGE - TWITTERTWITTER
Twitter had minute by minute updates from all areas of the fest
using both Images and Videos – Flipagram, Hyperlapse and Slow-mo
Twitter
Day 1
Tweets 94
Interactions 415
Outreach 19,083,368

42. LIVE COVERAGE -LIVE COVERAGE - TWITTERTWITTER
Mainstage and Atmasphere performances with the bands, crowd
and drone were shared on Twitter

43. INFLUENCER OUTREACHINFLUENCER OUTREACH
Regular interactions with Influencers – Media, Celebrities like
Kim Sharma, Arjun Khanna and Bloggers like Miss Malini helped
increase engagements

44. BACKSTAGE VIDEOSBACKSTAGE VIDEOS
Backstage bytes from artists like The Cat Empire, Madboy/Mink,
Raimund IMO, Balkan Beat Box, Dub Inc were shared moments
before they went on stage!
MADBOY/MINK
Raimund IMO
Balkan Beat Box Dub Inc.
The Cat Empire

45. VERO MODAVERO MODA FASHION SHOWFASHION SHOW
The VERO MODA Fashion Show featuring Anushka
Manchanda was one of the highlights of Day 1

46. OTHER PARTNERSOTHER PARTNERS
Regular Interactions with our partners – VERO
MODA, London Dairy, Airtel Money & Food
partners

47. LIVE COVERAGE -LIVE COVERAGE - INSTAGRAMINSTAGRAM
Instagram remained as the most engaging platform
for #SulaFest ’16!
Instagram
Day 1
Posts 17
Interactions 4,455
Outreach 21,262,393

48. INSTAVIDEOSINSTAVIDEOS
Videos on Instagram remained as the go-to place for people who
missed the fest to see the action as it happened!

49. INSTAVIDEOSINSTAVIDEOS
(Hyperlapse)(Hyperlapse)
A hyperlapse video that covered the journey of our very special
#BrutTropicale to the #SulaFest Mainstage!
Link: https://www.instagram.com/p/BBcD3UxMwQC/

50. Along with images and videos from the brand, we also saw a lot of
UGC being posted on Instagram during the days of the event
LIVE COVERAGE -LIVE COVERAGE - INSTAGRAMINSTAGRAM

51. SULA SELECTIONSSULA SELECTIONS AT #SULAFESTAT #SULAFEST
Sula Vineyard’s export arm, Sula Selections was regularly sharing
updates from their brands like Cointreau, Hardys, Asahi and
Grants!

52. ATMASPHERE TRENDED!ATMASPHERE TRENDED!
#Atmasphere trended on Twitter at the end of Day
1!

54. LIVE COVERAGE -LIVE COVERAGE - FACEBOOKFACEBOOK
We gave our fans & followers an insight into the live
happenings at the venue
Facebook
Day 2
Posts 8
Interactions 1,202
Outreach 814,510

55. LIVE COVERAGELIVE COVERAGE –– FACEBOOK EVENT PAGEFACEBOOK EVENT PAGE
Exclusive videos from Kailash Kher’s Sound-check early in the morning to a
teaser from the Drone were shared on the #SulaFest ‘16 Event Page

56. LIVE COVERAGE -LIVE COVERAGE - TWITTERTWITTER
Twitter
Day 2
Tweets 140
Interactions 452
Outreach 13,058,018
Each and every activity like the Tasting room, Photo-
ops, Activity area, LIVE art etc. were all covered on
twitter

57. LIVE COVERAGE -LIVE COVERAGE - TWITTERTWITTER
Mainstage and Atmasphere performances with the
bands, DJ’s, crowd and drone were shared on
Twitter

58. LIVE COVERAGE -LIVE COVERAGE - INSTAGRAMINSTAGRAM
Instagram had regular updates from all areas of the
fest
Instagram
Day 2
Posts 34
Interactions 7,552
Outreach 37,012,638

59. BACKSTAGE VIDEOSBACKSTAGE VIDEOS
Backstage updates from Kailash Kher, Edu Imbernon,
Reggae Rajas, Bono Goldbaum were shared on both
Twitter and Instagram
Bono
Goldbaum
Made in
Barcelona
Kailash Kher Edu Imbernon
Reggae Rajahs

60. INSTAVIDEOSINSTAVIDEOS
Instagram videos continued to engage audiences with
high interactions!

61. INSTAVIDEOSINSTAVIDEOS
(Hyperlapse)(Hyperlapse)
A hyperlapse video that covered the work in progress into the final
piece of wine art!
Link: https://www.instagram.com/p/BBe2PWmswdE/

62. SULA SELECTIONSSULA SELECTIONS AT #SULAFESTAT #SULAFEST
Day 2 at Sula Selections covered influencer tasting
activities and updates from the Grant’s Bar

63. OTHER PARTNERSOTHER PARTNERS
Constant tweets about all our partners created great
buzz and received great interactions

64. INFLUENCERS &VIPsINFLUENCERS &VIPs
Influential people were constantly tagged and
tweeted to during Day 2

66. VERO MODAVERO MODA AT #SULAFESTAT #SULAFEST
VERO MODA’s attending bloggers created waves on
social media
137 likes, 1 Comment
1272 likes, 7 Comments 1093 likes, 24 Comments
2 RTs, 8 Likes
4 RTs, 9 Likes

67. MISS MALINIMISS MALINI AT #SULAFESTAT #SULAFEST
Miss Malini continued with extensive coverage on
Day 2
1k likes, 4 Comments
700 likes, 3 Comments1.8k likes, 18 Comments
8 RTs, 46 Likes
6 RTs, 42 Likes
5 RTs
27 Likes

68. SNAPCHAT OFFICERSNAPCHAT OFFICER
Miss MaliniMiss Malini
- Miss Malini covered the entire festival on
her snapchat with more than 22 snaps from
her personal account and Team Miss
Malini’s account
- Peak viewership hit more than 6000+
unique impressions
- A new and upcoming platform that
#SulaFest used during this campaign

69. LONDON DAIRYLONDON DAIRY AT #SULAFESTAT #SULAFEST
Offline to Online activities and on-ground contests
worked well for London Dairy

70. FESTIVAL SHERPAFESTIVAL SHERPA AT #SULAFESTAT #SULAFEST
Festival Sherpa shared live updates about the
#SulaFest experience

71. BANGIN BEATSBANGIN BEATS AT #SULAFESTAT #SULAFEST
Bangin Beats posted pictures and covered the event
extensively.

72. #FAME#FAME AT #SULAFESTAT #SULAFEST
#FAME held LIVE beams on both the days with their #FAME
stars. These updates received very high engagements
10.4k likes, 14 Comments, 2 Shares
6.4k likes, 20 Comments, 11 Shares

73. LETS CAMP OUTLETS CAMP OUT AT #SULAFESTAT #SULAFEST
Our Camping Partners joined the LIVE Coverage
with updates from the Tent City

74. VOGUE &VERVEVOGUE &VERVE AT #SULAFESTAT #SULAFEST
Fashion Magazines Vogue & Verve also shared
updates from the 2 days of the fest
3.9k likes, 79 Comments
40 likes

75. LIVE GRATIFICATIONSLIVE GRATIFICATIONS
@Sula_Vineyards and many partners – London Dairy, Airtel
Money, Miss Malini etc. held LIVE contests from the vineyards
on both the days

76. REAL-TIME RESPONSESREAL-TIME RESPONSES
All queries & feedback – both negative and postive, were
responded to in real-time, especially on the #SulaFest Event
Page to ensure all festgoers had a great, hassle-free experience!

77. POST-EVENTPOST-EVENT
COVERAGECOVERAGE
Feb 8th
– Feb 14th 2016

78. CLOSING POST –CLOSING POST – THANKYOU ALLTHANKYOU ALL
336 likes,
32 Comments,
23 Shares
388 likes, 11 Comments
7 RTs, 8 Likes

79. #SULAFEST ’16 THROWBACK#SULAFEST ’16 THROWBACK
• Facebook Album with all the
celebs, bloggers, performers &
friends
• Posts thanking fans for their love
& support
• Responses to all comments &
reviews
• Posting Blogs, Press Coverage
• Videos of all the activities
• Reach: 20,000+
• Interactions: 1700+

81. TOP INFLUENCERSTOP INFLUENCERS
Name Tweets Reach Engagement
MissMalini (@MissMalini) 45 1,470,759 32683.53
Kailash Kher (@kailashkher) 19 745,726 39248.74
VERO MODA India (@veromodaindia) 119 32,807 275.69
Just Nashik (@justnashik) 188 16,025 85.24
Fox Life (@FoxLifeIndia) 6 137,490 22915.00
VOGUE India (@VOGUEIndia) 2 390,905 195452.50
Pepsi MTV Indies (@pepsimtvindies) 3 194,710 64903.33
Festival Sherpa (@FestivalSherpa) 37 29,557 798.84
BookMyShow (@bookmyshow) 3 228,050 76016.67
Nikkhil Advani (@nikkhiladvani) 2 258,824 129412.00
Alnoor Kotadia (@alnoorkotadia) 5 41,606 8321.20
Tarun Wadhwani (@tarunwadhwani92) 15 13,483 898.87
Akanksha Redhu (@akanksharedhu) 16 10,709 669.31
Colors Infinity (@colors_infinity) 4 20,597 5149.25
GQ India (@gqindia) 2 165,315 82657.50
Banging Beats (@TheBangingBeats) 31 9,262 298.77
nashik electronica (@electronic0253) 149 1,250 8.39
Team MissMalini (@teammissmalini) 15 11,663 777.53
#fame (@liveonfame) 2 68,179 34089.50
THE Music Essentials (@themusicess) 52 2,017 38.79

82. Platform Metrics Pre Event
During
Event
Post Event Overall
Facebook
Total Fans 61,109 71,062 71,754 71,754
Fan Growth 9,527 426 692 10,645
Posts 97 14 7 118
Interactions 25,803 2,511 550 28,864
Outreach 5,424,671 1,450,695 1,909,335 8,784,701
Twitter
Total Followers 7,573 8,229 8,347 8,347
Follower Growth 638 51 85 774
Tweets 525 234 12 771
Interactions 5,545 887 151 6,583
Outreach 28,670,991 32,162,568 4,564,875 65,398,434
Instagram
Total Followers 7,111 12,143 12,640 12,640
Follower Growth 3,458 1,574 497 5,529
Posts 53 51 5 109
Interactions 11,832 12,007 1,808 25,647
Outreach 57,696,171 58,275,031 6,380,850 122,352,052
YouTube
Views 15,463 148 104 15,715
Videos 7 - - 7
CAMPAIGN SUMMARYCAMPAIGN SUMMARY

83. • Instagram was the highlight account with an organic growth of
2,675 fans
• Over 4000 images from #SulaFest ‘16 were shared on Instagram
by our festgoers & partners
• Miss Malini’s consistent coverage on both the days + pre-event
added a massive outreach to the campaign
• Facebook outreach doubled this year (Up by 4M) with most
engagement during the pre-buzz part of the campaign
• Atmasphere emerged as one of the highlights from the fest, with a
lot of users sharing content from the stage
• Twitter outreach increased by 30M this year. Joint activities with
all the partners and an increased coverage this year during the fest
contributed to such a high rise
HIGHLIGHTSHIGHLIGHTS