Tangence Case Study: Cloudnine MummaMia “Mother’s Day Carnival”

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Copyright © 2014 Tangence Inc. All rights reserved.
November 7, 2014
Tangence Case Study
Cloudnine MummaMia “Mother’s Day Carnival”

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Client Overview
Company size: 501 – 1000 employees
Cloudnine: www.cloudninecare.com
Industry: Hospital and health care
Primary Business: : Cloudnine is a hospital based in Bangalore, specialized in woman and child care needs.
Target Audience:
Partners (big and small organizations we work with)
Corporate HR's (tie up with them to refer customers) and insurance guys etc.
Target Audience:
Potential customers (couples aged 25-35)
Current customers
Doctors

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Client Overview
Marketing Challenges:
Brand Awareness
Lead generation
Traffic Generation
Building Engagement
Network Expansion
Needs:
An integrated digital marketing plan of action to connect with target audience, generate leads and enhance brand presence
Create awareness across the web

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MummaMia Overview
•Registration
•Engagement
Pre-event Plan
•Real time tweeting and content sharing
•Buzz about each and every contest
•Launch new campaigns
•On the ground digital campaigns
Event Day Plan
•Thank you messages
•Announcing the winners
•#IamAtMummaMia contest
•Promote videos
Post Event Plan

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MummaMia - Objectives
Brand Awareness
Increased Social Engagement and Brand Reach
Increased Brand Mentions
Community Expansion: Increase Facebook likes by 20,000 in 1.5 months
Targeted Lead Generation
Generate leads for the MummaMia carnival.
Generate leads for Cloudnine's two main marquee events Diva-to-be fashion show & Rocking with Mom Talent Hunt)

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MummaMia Carnival: Hard work started from day 1

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What we did?

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MummaMia Carnival: Landing Page Promotion

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MummaMia Carnival: Landing Page Promotion

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MummaMia Carnival: Marquee Events Promotion

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MummaMia Carnival: Event Promotion on Social

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MummaMia Carnival: Mailers series campaigns

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MummaMia Carnival: Campaign Build the world's largest Mum and Kid Selfie Collection – An attempt to be a part of Limca Book of Records

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MummaMia Carnival: Campaign
Mother’s Day Special Facebook Badges App
These badges were introduced one week before the Mother’s Day!

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MummaMia Carnival: Post Carnival Campaign
•People who attended Cloudnine’s MummaMia event had to submit their pic clicked at the event along with the hashtag #IamAtMummaMia.
•Winner was selected on the basis of maximum votes received on the pic submitted

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MummaMia Carnival: Post Carnival Campaign
Human Chain Campaign
•#ChainOfHappiness
•Encouraging people to tag their friends and Cloudnine will contribute Re. 1 for each tagging to Parikrama
•Last day: 31st May 2014

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MummaMia Carnival: Paid Marketing
Facebook Marketing
To increase Facebook likes
To generate leads – Carnival registrations
To increase engagement with the audience
To increase content reach socially

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Carnival Online Response! Overwhelming…

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MummaMia Carnival Stats
Results:
Duration of the campaign: 1.5 months
Clicks on Mum and Kid selfie collection (http://bit.ly/1f32EdJ): 1,942; Clicks on MummaMia page (http://bit.ly/1nC4IOS): 1,280
792.49% increase in social visits.
MummaMia page traffic generated: 2531; Carnival Registration Page Traffic: 1499
875 visits generated on the Rocking with Mom talent hunt page and 525 visits generated on the Diva-to-be ramp show.
23,011 Facebook likes increased; 44.59% increase in Facebook likes.
285.52% increase in Facebook reach, 397.61% increase in Facebook impressions and 72.52% increase in Twitter reach.
293
246,421
276,498
83,705
2615
950,015
1,375,888
144,413
Visits to the site
FB Reach
FB Impressions
Twitter Reach
Brand Reach on Social
18th March - 17th April
18th April - 18th May 2014
51,605
74,616
23,011
Facebook Likes
Facebook Likes
On 18th April 2014
On 18th May 2014
Net Increase

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Paid Marketing Results:
Events page (63 responses) – 266 people are going
Website conversion:
771 people registered on this page: http://cloudninecare.com/carnivalregistration/
356 on this page: http://cloudninecare.com/mummamia
Conversion for fashion show Landing Page: 201
Conversion for talent hunt landing page: 459
Facebook Proud mom and Proud dad badges (Including Mother’s Day Badges): 64 app engagement
Google Mention Results:
Cloudnine Care Cloudnine Hospital and Cloudnine Bangalore keywords’ Google search increased during the pre-event and post-event promotion of the carnival.
7
5
7
27
24
5
Cloudnine Care
Cloudnine Hospital
Cloudnine
Bangalore
Google Mentions
Before MummaMia
After MummaMia

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Results:
294.61% increase in Facebook users engaged
374.59% increase in Facebook posts likes
35.61% increase in Facebook posts comments
31.52% increase in Facebook shares
500% increase in Twitter Retweets
1,805 registrations received in total for the carnival.
373 images received for the world’s largest mum and kid selfie images contest.
Carnival Hashtags: The stats were zero initially but have increased during the carnival. See the right hand side graph.
13,280
3,295
292
425
24
2
52,405
15,638
396
559
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FB Users Engaged
FB Posts Likes
FB Posts Comments
FB Shares
Twitter Mentions
Twitter Retweets
Engagement on Social
18th March - 17th April
18th April - 18th May 2014
9
5
25
9
2
5
4
3
30
#IamAtMummaMia
#MummaMia
#C9MummaMia
Some hashtags' reach
Facebook
Google Search Results
Twitter Search

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Thank You

Tangence Case Study: Cloudnine MummaMia “Mother’s Day Carnival”

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