How AliveNow helped engage young mothers on the Mom & Me Facebook page.

1. Case Study: Engaging Mom & Me fans on
Facebook!
How AliveNow helped engage young mothers on the
Mom & Me Facebook page.

2. The Challenge
• Mom & Me on Facebook
(www.facebook.com/ mahindraretail.momandme) is the official
Facebook page with more than 2 lakh fans.
• Mom & Me wanted us to build a unique application
where women had to take part in a contest and
compete to be on the cover of Mother’s World
Magazine!
• The audience on the page were young mothers and to engage
them, we came up with ‘Mother’s World Cover Girl Contest’
• We built a beautiful application on Facebook to engage with the
audience on ‘Mom & Me’ and the campaign was a huge success!
02 Mahindra Mom & Me Facebook Case Study

3. Strategy and Approach
• Since we wanted every young mom to take part in the contest, we had 2
phases of the contest.
• In the first phase, any parent can enter into the contest by uploading 3
images of them with their kid and answer a simple question.
• In the second phase, we had shortlisted top 5 entries and opened up for
voting, the winners were selected based on the number of votes and also
were decided by the list of panelists.
• We used the Facebook application platform and the Facebook Ads
platform to reach the right audience and achieve the desired results.
03 Mahindra Mom & Me Facebook Case Study

4. What's Your Story - Landing Page
Game - Landing
page
Once the user lands
on the page, they
had to ‘LIKE’ the
page to enter into
the contest and
take part.
It’s mandatory to
like the page to
proceed to the next
step.
04 Mahindra Mom & Me Facebook Case Study

5. What's Your Story - Contest Page
Rules
After ‘LIKING’ the
page, the user can
either take part by
clicking on the
participate or just
view entries. Terms &
Conditions were also
given here.
When a user clicked
on Participate, the
app took permission
from the user.
05 Mahindra Mom & Me Facebook Case Study

6. What's Your Story - Allow App Page
Allow App
Clicking on the
‘Participate’ will
ask the fan to
‘allow’ the app on
Facebook page.
Next, the
permissions will be
taken where the
user’s email id will
be captured.
06 Mahindra Mom & Me Facebook Case Study

7. What's Your Story - Participate Page
Participating
Clicking on the
participate page
takes them to this
page where they
had to answer a
question.
After answering,
they can upload
their 3 pictures and
submit their details
to be eligible to
win the contest.
07 Mahindra Mom & Me Facebook Case Study

8. What's Your Story - Contact Page
Contact Details
This is the final step
to complete the
contest. The user
has to fill in their
contact details.
Clicking submit
made them
eligible for the
contest.
08 Mahindra Mom & Me Facebook Case Study

9. What's Your Story - View Entries Page
View Entries
A user could
browse through
and view entries
to all the
participants. They
can click on any
to read more
and view all the
uploaded
pictures as well.
Entries could
Liked and Shared
as well.
09 Mahindra Mom & Me Facebook Case Study

10. What's Your Story - Voting Phase
Voting Phase!
These were the top
5 shortlisted entries
from all the entries
received.
There was an
intense contest
between the 1st
and the 2nd person
and the response
during the voting
phase was
tremendous.
10 Mahindra Mom & Me Facebook Case Study

11. Promoting on the Mom & Me Page
Promoting The
Contest on the
Page
The contest was also
extensively promoted
on the page and the
response was
tremendous!
This post for example
had 410 likes and 14
shares! One more
screenshot shared in
the next slide.
11 Mahindra Mom & Me Facebook Case Study

12. Promoting on the Mom & Me Page
12 Mahindra Mom & Me Facebook Case Study

13. Response for the Contest on the Page
13 Mahindra Mom & Me Facebook Case Study

14. Facebook Ads and Results of the campaign
• Besides engaging the existing audience of Mom & Me, we also wanted to
reach a new audience via highly targeted Facebook ads. We used
targeted Facebook ads in a very well manner with many targeting criteria
to reach the right untapped audience.
• Targeting was done based on the following:
• First only in cities where Mom & Me had its presence.
• Only women were targeted of a certain age group.
• Other demographic and location profiling were also done when ads were
shown.
RESULTS
• The Mom & Me contest was live on the Facebook page and ran for a
period of 1 month.
• During the one month period, the response was overwhelming, on all
parameters, the campaign was a success. The final winner was featured
on the cover of “Mothers World magazine”
14 Mahindra Mom & Me Facebook Case Study

15. Thank You!
For more details regarding Mom & Me’s What’s
your Story Campaign, write to us at
contact@alivenow.in with your queries.
Visit us at www.alivenow.in to learn more.
15 Mahindra Mom & Me Facebook Case Study