MindShift Interactive managed the Digital mandate for #SulaFest 2015, helping increase awareness and buzz for the campaign across Facebook, Twitter, YouTube, Instagram and 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 amongst the audiences.

1. Social Media Campaign
Report 2015
by

2. q Increase
buzz,
engagement
and
desire
to
attend
SulaFest
‘15
q Create
awareness
of
the
schedule,
what’s
new
and
leverage
partnerships
q Drive
sales
for
the
Fest
q Capture
the
Fest
live
&
engage
with
Fest
goers
OBJECTIVES

3. CHALLENGE
INSIGHT
• The
need
to
break
away
from
the
clutter
of
Fests
was
necessary
• A
personal
connect
with
Fest
goers
was
important
• Fest
goers
look
for
popular
artists,
an
amazing
ambience
and
fun
things
to
do
at
a
Fest
• Tell
a
tale
of
SulaFest
completing
8
years
towards
creating
a
bond
with
the
regulars
&
Pirst
timers
• Engage
with
partners
and
bands,
to
highlight
the
various
differentiations
via
Social
Media
• Create
Video
Content
that
starts
conversations
• Excite
Fest
Goers
with
more
than
the
regular
–
Drones,
Vineyard
Tours,
Live
Contests
&
Exciting
Instagram
Videos
• Increase
desire
to
attend
amongst
new
audiences
&
the
regulars
• Stand
out
from
the
crowd
of
Festivals
• Capture
the
Event
Live
&
keep
excitement
levels
high
INSIGHTFUL
DIGITAL
OUTREACH
SOLUTION

4. Twitter
Outreach
34.87M
Facebook
Outreach
4.25M
Instagram
Outreach
30.39M
Total
Outreach
69.52M
Total
Tweets
664
Twitter
Interactions
6,046
Total
Facebook
Posts
136
Facebook
Interactions
26,881
Total
Instagram
Posts
118
Instagram
Interactions
8,539
YouTube
Views
7,477
YouTube
Videos
5
Total
Facebook
Fans
45,774
Total
Twitter
Followers
6,775
Total
Instagram
Followers
2,973
OVERALL
CAMPAIGN
OUTREACH

5. Phase
1
• Pre-­‐
Event
Promotion
• Oct
19th
–
Feb
6th
,
2015
Phase
2
• Event
Promotion
• Feb
7th
–
Feb
8th
2015
Phase
3
• Post
Event
Promotion
• Feb
9th
–
Feb
16th
2015
PROMOTION
SCHEDULE

6. PRE-­‐
EVENT
PROMOTION
Duration:
Oct
19th
–
Feb
6th,
2015

7. UPDATED
COVER
PHOTOS

8. Going:
5,300
The
event
served
as
a
great
platform
to
inform
the
guests
about:
-­‐
Main
stage
line-­‐up
-­‐
Atmasphere
line-­‐up
-­‐
Travel
and
Accommodation
-­‐
Website
-­‐
Ticket
details
-­‐
Ticket
Exchanges
-­‐
Partner
Promotion
-­‐
Post
Event
Feedback
SULAFEST
’15
EVENT
PAGE

9. CONTENT
STRATEGY

10. We
relived
the
excitement
of
SulaFest
‘14
through
visuals
and
videos
that
got
memories
alive
&
excitement
levels
for
2015
soaring
Interactions:
402
Outreach:
4,386
SULAFEST
‘14
FLASHBACK:
ALBUM

11. Total
Posts:
4
Interactions:
834
Outreach:
15,288
SAVE
THE
DATE

12.
Views:
5949
Views:
327
ARTIST
&
TEASER
VIDEOS

13. Total
Posts:
4
Interactions:
1,601
Outreach:
37,982
TICKETS
GO
LIVE
ON
‘BOOK
MY
SHOW’

14. Interactions:
1,747
Outreach:
50,543
10
DAY
COUNTDOWN

15. 10
tips
around
what
to
do
and
how
to
enjoy
the
festival,
along
with
the
promotion
of
the
“early
bird
offer”
Total
Posts:
10
Interactions:
1,697
Outreach:
32,738
#SULAFEST
TIPS

16. CONTESTS

17. Total
Entries:
301
Interactions:
1,407
Outreach:
115,702
FACEBOOK
CONTEST:
I’m
excited
for
#SulaFest
because…

18. Total
Entries:
200
Interactions:
744
Outreach:
21,832
FACEBOOK
CONTEST:
Tag
the
friends
you
want
to
come
to
#SulaFest
with

19. TWITTER
CONTEST:
Reasons
To
Attend
#SulaFest
‘15

20. Where
Did
It
Trend?
TWITTER
CONTEST:
Reasons
To
Attend
#SulaFest
‘15

21. TWITTER
CONTEST:
Give
us
a
cool
Tagline
for
#SulaFest
’15…

22. TWITTER
CONTEST:
Give
us
a
cool
Tagline
for
#SulaFest
’15…
Where
Did
It
Trend?

23. PROMOTIONS
BY
PARTNERS
&
ASSOCIATES

24. PARTNERS
&
ASSOCIATES

25. WINE
MEETS
FASHION
A
different
look
for
every
wine

26. CONTEST
-­‐
#VMSTYLEESSENTIALS
TOTAL
POSTS:
2
INTERACTIONS:
736

27. Contest
–
Tell
us
what
you’re
looking
forward
to
the
most
at
#SulaFest
‘15
Total
Tweets:
6
Outreach:
2,426,526

28. Contest:
What
all
do
you
know
about
#SulaFest
&
how
eager
are
you
to
a?end?
Total
Tweets:
15
Outreach:
177,720

29. Contest-­‐
Fans
share
their
favourite
reasons
to
a?end
#SulaFest
‘15
Total
Tweets:
15
Outreach:
177,720

30. EVENT
DAYS
Duration:
Feb
7th
–
Feb
8th
,
2015

31. DAY
1

32. We
gave
our
fans
&
followers
an
insight
into
the
live
happenings
at
the
venue
LIVE
COVERAGE

33. Drink
Partners
Sangria
Room
Coverage
of
all
the
cool
stuff
at
#SulaFest
covered,
as
it
happened
AROUND
THE
FEST

34. Food
at
Sula
Fest
AROUND
THE
FEST

35. Twitter
Follower
Love
LIVE
TWEETS

36. LIVE
TWITTER
CONTEST:
Tell
us
how
you
are
having
a
good
time
at
#SulaFest
’15…

37. Followers
on
twitter
loved
the
fest
&
showed
it
LIVE
TWEETS

38. Artists
Bytes
increased
interactions
while
performance
videos
&
happenings
around
SulaFest
kept
everyone
aware!
BACKSTAGE
&
BEYOND
VIDEOS
DRONE
VIDEOS
YOUNG
THE
GIANT
SWARATHMA
VIDEO

39. Artists
Bytes
Exclusively
For
Our
Instagram
Feed
LIVE
BACKSTAGE
INSTAVIDEOS
Rodney
Branigan
BOMBAY
BASSMENT
Lucky
Ali

40. Hyperlapse
videos
of
the
Vero
Moda
fashion
show
&
live
pictures
giving
the
fans
a
sneak
peek
into
their
SS
’15
collection
LIVE
INSTAVIDEOS
Interactions:
53
Interactions:
82
Interactions:
42

41. INSTAGRAM
BOOTH
Everyone
loves
a
booth
that
asks
you
to
Pose!

42. BLOGGER
OUTREACH
WHAT
WEAR
HOW
LOVE
AND
OTHER
BUGS

43. We
summed
up
each
day
of
#SulaFest
with
videos
capturing
the
best
of
the
fest
which
got
excellent
Facebook,
Twitter
&
Instagram
interactions
INSTAVIDEOS
ROCKED!
Interac>ons:
88
Outreach:
427,200
Interac>ons:
150
Outreach:
445,950

44. For
the
very
Pirst
time,
SulaFest
had
its
own
Drone
at
the
Vineyards,
covering
the
beautiful
vineyards,
the
exciting
festival
&
the
fun
fest
goers!
THE
#SULADRONE
WAS
A
HIT!!

45. View
of
the
Fest
&
the
Vineyards

46. With
all
the
live
tweets,
conversations
&
excitement
by
fest
goers,
we
successfully
trend
most
of
the
day,
both
days
TRENDED
BOTH
DAYS!!

47. POST-­‐
EVENT
PROMOTION
Duration:
Feb
9th
–
Feb
16th
,
2015

48. THANK
YOU
ALL

49. • 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
THROWBACK
TO
SULAFEST
’15
Interactions:
1,101
Outreach:
25,184

50. VIDEO
INTERVIEWS

51. SUMMING
IT
UP..

52. Platform
Metrics
Pre
Event
During
Event
Post
Event
Overall
Facebook
Total
Fans
37,318
45,143
45,774
45,774
Interactions
20,434
4,702
1,745
26,881
Outreach
3,325,703
344,603
580,777
4,251,083
Twitter
Total
Followers
5,981
6,750
6,775
6,775
Interactions
4,673
1,163
210
6,046
Outreach
15,977,978
14,690,791
4,208,843
34,877,612
Instagram
Total
Followers
1,607
2,848
2,973
2,973
Interactions
2,786
4,999
754
8,539
Outreach
9,515,400
19,690,700
1,189,200
30,395,300
CAMPAIGN
SUMMARY

53. Fes>val
Sherpa
(@Fes>valSherpa)
Retweets:
243
MissMalini
(@MissMalini)
Retweets:
110
Just
Nashik
(@justnashik)
Retweets:
88
TOP
INFLUENCERS
BY
ENGAGEMENT

54. MissMalini
(@MissMalini)
Reach:
16,783,547
blue
FROG
(@theblueFROG)
Reach:
3,710,278
Divya
Du[a
(@divyadu[a25)
Reach:
1,110,855
TOP
INFLUENCERS
BY
REACH

55. A
share
of
37.4%
conversa>ons
were
contributed
by
Females,
while
Males
led
to
62.6%
conversa>ons
for
SulaFest’15
SHARE
OF
VOICE

56. TOP
KEYWORDS

57. 53.5%
of
the
conversations
around
SulaFest’15
were
positive
in
nature,
with
most
people
sharing
their
views
about
Food,
Music
Concerts,
Location
and
the
scenic
beauty
at
Sula
Vineyards
37.5%
Neutral
conversations
were
primarily
about
them
heading
to
#SulaFest
’15
SENTIMENT
ANALYSIS

58. Particulars
SulaFest
‘14
SulaFest
‘15
Facebook
Fan
Growth
4,805
8,513
Current
Number
of
Facebook
fans
22,249
45,774
Engagement
Ratio
(Facebook)
12%
13.15%
Twitter
Follower
Growth
802
794
Current
Number
of
Twitter
Followers
5,291
6,775
Instagram
Outreach
5.7M
30.39M
Facebook
outreach
25.5M
4.25M
Twitter
outreach
19.16M
34.87M
Total
outreach
50.36M
69.52M
The
overall
outreach
of
the
campaign
grew
by
~19.16M
as
compared
to
last
year
COMPARATIVE
ANALYSIS:
2014
VS
2015

59. • 56%
of
the
outreach
through
posts
was
organic
on
Facebook
• Videos
on
Facebook
contributed
with
an
outreach
of
156K
for
the
campaign
• Instagram
proved
to
be
a
powerful
platform
for
SulaFest
with
an
outreach
of
30.39M
and
an
achievement
of
1.4K
new
Followers
• Twitter
interactions
soared
with
reviews,
check-­‐ins
&
appreciation
for
the
Event
• Audiences
at
SulaFest
loves
the
Drone
Activity
&
engaged
with
it
thoroughly
• Blogger
associations
helped
spiking
the
virality
through
out
the
event
promotions
and
should
be
followed
as
a
trend
HIGHLIGHTS