This case study is one of the brilliant examples of how a brand entering into a completely new market managed to get footfalls via Social Media increasing awareness and challenging competition.

1. How Tim Hortons Leveraged Footfall
via Social Media

2. Background on the U.A.E. Market
Marketing in U.A.E. the hub of Traditional Media
Television Print Radio Outdoor

3. Where all of the Above is Great!
But how do we know the exact
reach for the Consumers?

4. Total number of People on
Facebook in U.A.E.
31,16,900

5. Now for some Background on
Tim Hortons
A Canadian Café Brand & Religion
Never seen in U.A.E. before
Looking to Launch in the Huge Market of
U.A.E

6. What Tim Hortons did before
getting online…
Traditional Banner Advertising across
Dubai & Abu Dhabi

7. Did anyone mention, Competition?
Before entering the market Tim Hortons had Big names
to compete with…
Starbucks Krispy Kreme Donuts Dunkin
Donuts Costa Coffee Caribou
Coffee

8. The Objective
1 Increase Fans on the Facebook Page
Build a Huge Fan Base on Twitter
2
Increase Footfall at the Store
3

9. That’s where we
Step in…

10. What We Did?
Created aSimple yet effective
Application to engage and drive
users from Facebook to the Café to
increase FootFall!

11. Like Us & get a
Application
Free Coffee!
Duration 20 Days
Current Fairly Low
Foot Fall

12. Application: Like Us & get a Free
Coffee!
In 3 Simple Steps
1. An Application that allows the user to Land on the page
2. ‘Like’ the Page and,
3. Download his Free Coupon which has a unique Serial Code

13. Application: Like Us & get a Free Coffee!
A Ticker was
provided on the Pre-
Like Page for users to
get encouraged to
Click the Like Button!
20,000+ Tab Views!

14. Application: Like Us & get a Free Coffee!
Post Liking, the Fan
had to Click on
the Button to
Download their
Free Coffee
Coupon

15. Application: Like Us & get a Free Coffee!
A personalized coupon
was generated which
contained 3 important
elements:
• Fans Correct Name
• The Expiry Date
• A Unique Coupon Code
TO AVOID misuse

16. Buzz Generated on
Facebook via
Status Updates

18. Fans Can’t stop thanking Tim Hortons
for the Coffee…

19. Fans Can’t stop thanking Tim Hortons
for the Coffee…

20. What we
Achieved!

21. Facebook Fans on 16th March – 1000+
The App went Live on 16th March
More than 50% Coupons Downloaded
8000+ Fans in a span of 20 days!

22. People Talking about This

23. Viral Reach Shoots Up!

24. Fan Increase
Total Fans on Facebook
10000
8841
9000
8000
7000
5782
6000
5000
4000
2956
3000
2000 1506
1000
0
Week 1 Week 2 Week 3 Week 4

25. Twitter Growth
Strategy Used
The next 200th, 300th , 400th follower
gets a Free Coffee from Tim Hortons!
So Follow us and be the Lucky One!

26. Twitter Growth
The Follower base began with
around 90+
After applying our Strategy

27. Twitter Growth
16th March saw 200 Followers
23rd March saw 300 Followers
28th March saw 400 Followers

28. Twitter Growth
Hence in almost a months time we grew
by 345 %
With a Per Week growth of 100 Followers

29. Followers on Twitter
450
390
400
350
312
300
267
250
200
150
150
100
50
0
Week 1 Week 2 Week 3 Week 4

30. Mentions from Users
60
56 56
50
40
32
30 28
20
10
0
Week 1 Week 2 Week 3 Week 4

31. Total Interactions on Twitter
160
140 136
121
120
100
80
61
60 51
40
20
0
Week 1 Week 2 Week 3 Week 4

32. Total Reach on Twitter
70000
58960 57550
60000
50000
40000
30000 25930
19050
20000
10000
0
Week 1 Week 2 Week 3 Week 4

33. Learnings
Social Media Can Drive Awareness + Footfalls
Incentivizing consumers for participation always
works
Social Media can be leveraged to induce trials
for a new brand

34. Thank You!