BANGALORE LITERATURE

FESTIVAL

A brand-commCASE STUDY

Campaign info Client / Brand

BLF | Campaign info

Campaign info Client / Brand

The 2013 edition of the Bangalore Literature Festival was held on 27, 28 and 29th September at Velankani Tech Park in Electronics City.

ThiskisktheksecondkeditionkofkthekfestivajkandkitkiskajreadykbeingkconsideredkaskIndia’sksecondklostkpopular literature festival.

BLF | Campaign info

Campaign info

BLF | Campaign info

Audience

Campaign info

BLF | Campaign info

Audience

The target audience comprised book lovers of all ages. A highly literate crowd that was comfortable with technology in general and the internet in particular.

Campaign info

BLF | Campaign info

Online Platforms

Campaign info

BLF | Campaign info

Online Platforms

Bangalore Literature Festival has had presence on Facebook and Twitter, in addition to hosting a website that is updated to reflect festival information.

brand-comm was given the mandate of handling the Facebook, Twitter and direct email channels.

Objective Pre-event

BLF | Objective

Objective Pre-event

Create excitement online to ensure high footfalls.

BLF | Objective

Objective Pre-event

Create excitement online to ensure high footfalls.Communicate all relevant news in a timely, succinct and engaging manner.

BLF | Objective

Objective Pre-event

Create excitement online to ensure high footfalls.Communicate all relevant news in a timely, succinct and engaging manner. Troubleshoot and provide responses to queries regarding various aspects of the event (How to get there, event calendar, stall information, relevant links and so on).

BLF | Objective

Objective During the event

BLF | Objective

Objective During the event

Live coverage of the event on our online channels.

BLF | Objective

Objective During the event

Live coverage of the event on our online channels.Engage with the audience to amplify the buzz around the event, to attract visitors on the subsequent days of the event.

BLF | Objective

Objective During the event

Live coverage of the event on our online channels.Engage with the audience to amplify the buzz around the event, to attract visitors on the subsequent days of the event.Troubleshooting and support.

BLF | Objective

Objective Post Event

BLF | Objective

Objective Post Event

Capture and compile all the media and public reactions to be used as a showcase and to pitch to potential sponsors for subsequent editions.

BLF | Objective

Objective Post Event

Capture and compile all the media and public reactions to be used as a showcase and to pitch to potential sponsors for subsequent editions. Ensurekthatktherekiskconstantkcollunicationkandkacknowjedgelentkofkpeopje’skquestionskandkcomments.

BLF | Objective

The ChallengeCounter audience reaction to venue being shifted to a new location.

BLF | The Challenge

The ChallengeCounter audience reaction to venue being shifted to a new location.

Communicate all relevant information about the visiting personalities with just fifteen days to go for the event.

BLF | The Challenge

The ChallengeCounter audience reaction to venue being shifted to a new location.

Communicate all relevant information about the visiting personalities with just fifteen days to go for the event.

Build online communities organically with a short lead-time.

BLF | The Challenge

Strategy

Approach: Capitalize on the fan-following of our personalities to increase our community size.

BLF | Our Strategy

(*data in the “Outcomes” section)

1 2 3 4

Approach: Capitalize on the fan-following of our personalities to increase our community size.

Execution: Requested visiting authors to write about us on their online presence.

BLF | Our Strategy

Strategy1 2 3 4

(*data in the “Outcomes” section)

Approach: Capitalize on the fan-following of our personalities to increase our community size.

Execution: Requested visiting authors to write about us on their online presence.

Result*: This resulted in organic growth of our social presence, resulting in increased awareness and interest in BlrLitFest.

BLF | Our Strategy

Strategy1 2 3 4

(*data in the “Outcomes” section)

Approach: Created non-event specific engagement on books and literature until the press conference announcement.

BLF | Our Strategy

Strategy1 2 3 4

(*data in the “Outcomes” section)

Approach: Created non-event specific engagement on books and literature until the press conference announcement.

Execution: Topical content showcased on the previous edition of BlrLitFest, graphic novels, reading lists and other interesting facets of literature.

BLF | Our Strategy

Strategy1 2 3 4

(*data in the “Outcomes” section)

Approach: Created non-event specific engagement on books and literature until the press conference announcement.

Execution: Topical content showcased on the previous edition of BlrLitFest, graphic novels, reading lists and other interesting facets of literature.

Result*: Increased online activity led to a steady growth of our audience through social sharing of our content

BLF | Our Strategy

Strategy1 2 3 4

(*data in the “Outcomes” section)

Approach: Created excitement to offset crowd reaction related to shifting the venue to a new location.

BLF | Our Strategy

Strategy1 2 3 4

(*data in the “Outcomes” section)

Approach: Created excitement to offset crowd reaction related to shifting the venue to a new location.

Execution: Showcased how attractive the venue was, provided various transport options (BMTC routes, shared cab rides, transport partner discount info) and highlighted ease of access.

BLF | Our Strategy

Strategy1 2 3 4

(*data in the “Outcomes” section)

Approach: Created excitement to offset crowd reaction related to shifting the venue to a new location.

Execution: Showcased how attractive the venue was, provided various transport options (BMTC routes, shared cab rides, transport partner discount info) and highlighted ease of access.

Result: Record footfalls (approximately 12,000+) for the event

BLF | Our Strategy

Strategy1 2 3 4

(*data in the “Outcomes” section)

Approach: Provide a fun, engaging persona to the BlrLitFest online presence to encourage conversation.

BLF | Our Strategy

Strategy1 2 3 4

(*data in the “Outcomes” section)

Approach: Provide a fun, engaging persona to the BlrLitFest online presence to encourage conversation.

Execution: Ensured a constantly friendly tone of voice, incorporated humour and provided useful information as requested (including links to an app to generate audio frequency tones that drove away mosquitoes).

BLF | Our Strategy

Strategy1 2 3 4

(*data in the “Outcomes” section)

Approach: Provide a fun, engaging persona to the BlrLitFest online presence to encourage conversation.

Execution: Ensured a constantly friendly tone of voice, incorporated humour and provided useful information as requested (including links to an app to generate audio frequency tones that drove away mosquitoes).

Result*: Appreciation from our online audience, resulting in significant re-tweets and sharing of our content.

BLF | Our Strategy

Strategy1 2 3 4

(*data in the “Outcomes” section)

BLF | Creative Execution

Creative Execution

BLF | Execution – 15 reasons to visit Bangalore Literature Festival 2013

BLF | Execution – Personality showcase

BLF | Execution – Contest to crowd-source the names of the stages

BLF | Execution - Pandit Hariprasad Chaurasia live in concert

BLF | Execution – Newsletters sent out prior to each day of the festival

BLF | Outcome

Outcome Captive audience

Blr Lit Fest 2012 Blr Lit Fest 2013 % increase*

28 440 1471 %

1800 3250 81 %

3487 6026 72 %

*Organic growth with zero expenditure on paid advertisements.

BLF | Outcome

Outcome Captive audience

Blr Lit Fest 2012 Blr Lit Fest 2013 % increase*

28 440 1471 %

1800 3250 81 %

3487 6026 72 %

*Organic growth with zero expenditure on paid advertisements.

BLF | Outcome

Outcome Number of people reached*

Blr Lit Fest 2013

1,701,399

*Aggregate reach based on mentions / retweets of @BlrLitFest

BLF | Outcome

Outcome Number of people reached*

Blr Lit Fest 2013

367,880

*Sum of daily aggregate reach from 1st September 2013 to 10th

October 2013

BLF | Outcome

Outcome Relevant Links

Twitter : http://www.twitter.com/BlrLitFest

Storify links:http://storify.com/deepaksridhar/mentions-of-blrlitfesthttp://storify.com/deepaksridhar/guests-at-blrlitfest

Facebook: http://www.facebook.com/BlrLitFest

BLF | Testimonial

Client TestimonialOur online engagement this year has been a key to our success and we hope to continue to build on that with your support.

This comes as a small, yet heartfelt, note of our thanks and gratitude for being part of us and helping with the Festival. Thank you seems like an understatement and the easiest thing for us to say to you. But then as Shakespeare wrote 'I can no answer make, but thanks, thanks and many thanks!’

Srikrishna Ramamoorthy (Founder Trustee, Bangalore Literature Festival)

Contact UsHari Shenoyhari@brand-comm.com+91 988 607 5403

www.brand-comm.com