Client:

Kitty Su

Industry:

Arts/Entertainment/Nightlife

Objective:

Kitty Su, a premium night club known for its blowout Parties wanted its Oct 6 Steve Aoki night to be the most talked about event of the month, converting the buzz created around the event directly into the sales revenue for the event.

Besides, Kitty Su also hoped to use the occasion for introducing itself as a brand name to a much wider audiences, exporting people’s interest in music and nightlife, into increased virality on their Facebook page, thus creating a community of interested and committed music and night life lovers, who will relate themselves with the brand of Kitty Su, active on their Facebook page, and will be their regular clientele.

The Solution:

Our team at Internet Moguls activated an integrated campaign on Facebook that provide users' unique content on the upcoming event, and will drive them to watch videos, share information on their walls thus recruiting them as unpaid marketing agents, and share their feedback.

Also to develop a community from these users’ for all future events, updating them with any new information, and getting their feedback.

Approach:

The ‘Steve Aoki Night’ campaign got to a whopping start on 18th Sept, when Internet Moguls updated Kitty Su’s Facebook page with a cover photo of ‘Steve Aoki Night’ banner, and introduced its audience to a personalized video by Steve Aoki himself, where he talked about music and his upcoming shows in India.

These post was viewed by more than 6000 people, got over than 60 likes, and engagement based comments within a few hours. The aim was not just to introduce the event, but also establish a one to one direct correspondence with the prospective audiences.

Our strategy worked and within a few hours people started updating their status, sharing Steve Aoki video on their own walls.

The very next post introducing the full night schedule was viewed by 4382 people, and liked by 93 people.

To make sure that the hype created in the market does not wane, Internet Moguls updated the Facebook page every day with new information on Aoki and included artist bio, music videos, media coverage of his past concerts, twitter updates by Aoki himself, and much more.

A new addition to this was an application called Steve Aoki Playlist, placed on Kitty Su Facebook page, where anyone can see music videos by Aoki, like them, share them, and comment on them. The Aoki playlist got storming response from the young people, and apart from introducing them to Aoki’s music, it further increased the hype in the market.

Once a buzz was created in the market, individuals themselves started exploring new information about Aoki and posting his banners, music videos and new information about him on Facebook. Here is an example, where an individual posted this banner on the Kitty Su Facebook page.

Side by side , one team was tracking and analyzing coverage of the event in print media. The articles published in print media were shared on the Facebook page as well.

One click booking from the Facebook page itself ensured that by 25th September, hundreds of people were booking their tickets online, and this information was constantly updated on Facebook.

There were also many posts talking about Aoki’s enthusiasm about his coming India Tour, and many indicating artist bio, like this one:

The man best known for his long, silky tresses, Dim Mak Recordsand collaborations with some of the best-known artists such asTiësto, Afrojack, Travis Barker, Lil Jon, The Kills and many more is all set to take you on a ride of your life.

So come prepared for crazy cake showers, canoe rides and jumping with madness. http://on.fb.me/RsZoRz

These posts continued right up to the event day. Just a day prior to the event, Internet Moguls posted pictures showing Aoki being welcomed in Delhi, supporting a traditional Indian style turban. Such pictures gave the campaign a localized flavor.

The buzz reached its climax on the day of the event, and one of the last posts, just a few hours before the show got 193 likes.

The event was followed afterwards as well, as the aim was to maintain a community of passionate music and night life lovers who will be viral on the Kitty Su page even after the event.

The Result

• Over the Course of the campaign, Internet Moguls posted 238 pictures, 10 banners of Aoki night, 3 news articles, and 10 videos of Aoki. Apart from this the application of Aoki playlist.

• Internet Moguls managed a virality with statistics that are expressed as: posts were viewed by 1,20,039 people, and liked by 1,140. The posts also got 67 comments and 145 people shared these posts on their walls.

• The forceful campaign ensured that both Delhi and Mumbai were swamped by Aoki syndrome. Both the shows got a huge response. The Delhi concert was attended by more than 2000 people.

• With online initiatives Internet Moguls drove the sales revenue, Kitty Su was able to establish itself as a brand name in the market. During the course of the campaign, thousands of people were regularly landing on their Facebook page, and sharing their posts and videos on their own wall. Through this they learned not only about other events being organized by Kitty Su, they also helped in the third person marketing for Kitty Su, introducing them to a much wider audience.

• The Kitty Su’s Facebook page was also successful in carving out a community of regular followers, who visit their page regularly.

• An unexpected discovery of the campaign was the realization of huge potential and enthusiasm among Delhi youths for such concerts. Most of the concerts are poorly attended because of the missing online connect. Even those who spend a lot on advertisements tend to ignore social media. The success of Aoki night brings home the fact that a proper campaign on social media can pay back very handsome profits.

“We were all taken aback by the positive response of the people.” Said Avijit Arya, Chief Mogul(CEO) Internet Moguls. “It’s not just about sales revenue, what's even more important is the fact that we were able to develop a regular support base among Delhities, and interact with them on one to one basis. It was a two way dialogue. We introduced to them our upcoming plans, and through their comments and viral activity, we also learned what our clients are expecting of us. We assure you that we will carry forward these learnings in the years to come, and deliver even better.”

Key Lessons

• A dynamic campaign on Facebook that provides its users valuable information and unique content on the event/product/services, and also provides its users the option of networking within themselves can considerably increase engagement with the clients.

• Successful campaigns on Facebook increases not only sales, but also have a positive impact on the Brand name, and increases people’s awareness about the products and services it offers.

• The Facebook page of a brand can also serve as a database and a vibrant hub to which consumers can be directed, and kept aware about its future plans, and news about new products and services. Such a page can also provide the brand important consumer feedback on its new product and services.

The Future

Kitty Su plans to continue investing in the social media, Facebook in particular in the coming years for campaigning for its social events, and more importantly for developing a fan base committed to the brand name of Kitty Su with Internet Moguls as a digital partner. Kitty Su realizes the importance of getting involved in direct conversation with its fan base and explore the untapped possibilities of social commerce on Facebook.