Case Study - Nando’s Peri-Peri Discount Offer On Facebook

By AliveNow

Nando’s India Peri-Peri Discount offerClient: Nando’s India

Peri-Peri Discount Offer -Introduction

• Nando’s was opening its new restaurant in Bangalore in late 2010.

• We had to create a buzz and awareness about its opening.

• Eating and dining at Nando’s is all about having a good time with friends and family.

• We launched the offer “Peri-Peri discount offer” so we can get more people to the restaurant. The bigger the group of friends/family that came, the bigger the discount they got!

OVERVIEW of Nando’s Peri-Peri Discount offer

• OBJECTIVE: Create a buzz about the new Nando’sopening in Bangalore.

• INCENTIVE: Varying discounts to groups of friends and family based on the size of the group.

• PLATFORM: Facebook

How does the Peri-Peri discount offer work?

• We announced on the Facebook page that a fan gets a special discount if they tells us when they plan to visit Nando’s and with whom.

• A person has to post this comment on their personal wall.“I am excited about Nando's opening in Bangalore and I am bringing "Your Number" of my friends along with me on "Your Date" to enjoy the world famous Flame-Grilled Peri-Peri Chicken at Nando's! My friends who will join me are: @Friend Name One, @Friend Name Two, @Friend Name Three, etc. Thanks Nando's for the Peri-Peri opening discount at http://on.fb.me/Nandos-PeriPeriDiscount and I can't wait to get that juicy peri-peri chicken in my mouth!!”

• Friends have to be tagged using the @sign. If upto 6 friends are tagged, the group gets a 15% discount on the bill and if more than 6 friends are tagged, the group gets a 25% discount on the bill!

Post by Nando’s announcing the Peri-Peri discount offer

All the excitement and impatience!!

Posts by fans asking for and claiming the

peri-peridiscount.

Posts by fans asking for and claiming the peri-

peri discount.

Posts by fans asking for and claiming the

peri-peridiscount.

How and why did this work?Viral nature of the campaign.

• It’s an activity/campaign that’s engaging and gives incentives.

• A post done on the wall can be seen by all the person’s friends.

• And when their friends are tagged in the comment, friends of friends can also see it, so it increases visibility and multiplies the reach on Facebook.

• More visibility and Word of Mouth (WOM) and in some cases the group members sent their entries with a different group too.

• There were many fans already aware about the brand, when they sent their entry for the contest they would act as evangelists for Nandos to spread WOM and even get their friends to the restaurant.

Campaign Outcome and Results

• Due to confidentiality, we can’t reveal exactly how many groups registered and got the discount - But they were a lot of groups!

• But we can tell you that the largest group that availed the Peri-Peri discount was a group of 25 friends!

• Direct result of this campaign was immediate sales generation because of the special discount and guaranteed guests.

• Most of the groups were 3-4 friends, a few groups were above 6 friends.

• Many footfalls were generated because a single friend took the initiative to create a group of 3 or 4, and the whole group came to Nando’s. If not for the group contest, the 1 person may have come but the 3-4 other may not have.

• TRANSLATED the buzz and excitement on social media to actual walk-ins and sales for the restaurant.

THANK YOU