Social media case study on how pepperfry's Colors of the Rainbow Contest helped drive organic traffic to their website.

2. Objective
 To drive Organic Traffic to the website
 To celebrate the spirit of Monsoon
 To impress upon the people that there is a search by color
option on the website which adds an extra dimension to the
usability.

3. COLOURS OF THE RAINBOW
 Rainbow is one of the most beautiful sights during monsoon
and is a feel good factor.
 The idea revolved around celebrating the sighting of a rainbow
and spread the feel good factor.
 All a fan needed to do was navigate to the website, pick items
from each color of the rainbow and submit the respective links
on the application and tell the Brand which was their favorite
color of the rainbow and why.
 The winner was decided based on their choices of products
and the answer.
 Duration 7 Days
 The winner was given a Brand New DVD Player.

4. Application Touch Points

5. Fan gate for conversion of Non Fans

6. The Landing Page: In Sync with the Monsoon theme

7. Contest Info: Simplicity is key

8. Enter Contest: Ease of use to the participants

9. Strategy to Promote the Theme
 We wanted the contest to be promoted without Ads and
grow organically, So we stopped our Fan building during
the campaign to measure results.
 We stuck to the rainbow theme for the campaign and
painted our pages One color of the rainbow each day.
 We used the following means to reach out to fans with
the message about the campaign:
 New Cover pic every day with one of the rainbow colors
with a quote related to that color
 Tab icon of the app were changed everyday in sync with
the Cover Pic

10. Strategy to Promote the Theme
 Contest based posts
 Facts about the color of the day
 Post on what these Colors are called in diff languages

11. Color themed Cover pic

12. Color theme Tab Icons
Tabs when Red was the theme of the day
Tabs when Green was the theme of the day

13. Color in Languages

14. Color in Languages

15. Color Facts

16. Color Facts

17. What Fans Did! Product Urls were collected in the backend

18. And the Winner!

19. And the Outcome!
 Total Contest Entries in 7 days – 170
 Organic Fan Growth – 585 Fans
 Total Tab Views - 1,157
 Total Visits to Website via Facebook – 2,171
 Total Website Page Views – 12, 839
 Average Visit Duration – 10mins
 Bounce Rate experienced: 34.22%
 Total Conversions on the website during the campaign
through Facebook Referral traffic: 332

20. Key Learning and Observations
 Majority eCommerce providers look for website traffic as a key
measurement of social media ROI
 It is important to find newer and finer ways of driving traffic
without compromising on the feel good factor of Social media
and the informal nature of the medium
 Innovative means to drive traffic will always be appreciated
more so when the fans have a reason to go visit the website
 However, not all brands will have the same result as “Product”
plays an important role in the overall scheme of things
 Keeping the campaign relevant, current and consistent in
execution is Key to success