Social Media Marketing Case Study for Advertising Media Marketing

Sakal Media Group Company Profile

The Sakal Media Group is the largest independently owned media business in Maharashtra. The newspapers and magazines owned by the group in Marathi and English have a combined readership of over 6 million. The Sakal Media Group runs businesses across various media of print, digital media, television as well as on-ground events & commercial printing, with a focus on social initiatives as well. As a part of the Affirmative Action initiatives, Agrowon- Sakal Media Group, in its efforts to develop and empower the farming community, organised a number of workshops, seminars, and conclaves in the rural as well as urban areas.Guided by the philosophy of ‘Social First’, all group initiatives are guided by their potential for social impact and transformation.They wished to create awareness regarding these social events through social media platforms.

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Challenges:

The aim here was to create awareness amongst the urban and rural population about these excellent initiatives and drive admissions to the workshops.
To generate high quality leads through social media advertising.
To bring collective wisdom under one roof so as to stimulate a valuable exchange and cross-pollination of ideas, information, and knowledge.
To highlight models that have worked, and provide solutions that can be migrated and showcase success stories of individuals and organizations that can inspire others and create a sense of hope and positivity.
This was a very specialised initiative, where experts were going to deliver lectures based on subjects such as sharing innovative concepts, the proper methodology and implementation, success stories and experiences, two-way discussions and exclusive practical demos, and filed visits

Solutions:

We strategically used Facebooking targeting to target specific online audience such as farmers and landowners for our advertisement, to engage and achieve relevant visibility when they scrolled through their Facebook news feed.
Once they clicked on the advertisement, a form would pop up within the Facebook platform – pre-populated with the user’s name, email id and contact number, with a choice to modify their details if required. Thus, this shortens the lead generation journey for the user as they don’t have to leave Facebook throughout the registration process.
In order to register their interests for the workshops, all the users had to do was click on the ‘submit’ button to convey their contact details and agree to be contacted by the Sakal Team for the relevant information.
Through this, we could generate inbound leads so that their sales team could contact prospective members and provide more details about the different types of workshops.
We designed four Facebook Ad creatives for four different Ads and consulted the Sakal team regarding the Ad copy before going live. Once everything was in order, we launched the campaign.

Results:

The campaign’s performance was well-received, and the increase in activity was proven lucrative since the beginning of the year.
Owing to its earlier success, this type of advertising slowly evolved through the tried and tested social media methods and became a regular, planned activity for the workshops.
From January 2018 – Oct 2018, we saw a significant number of leads generated since implementing the workshop social campaign-
January 2018- 56 leads
March 2018- 74 leads
June 2018- 63 leads
October 2018- 81 leads
Since the launch of the campaign, the average conversion rate from the inquiry clicks to the form completion had been 47%.
This lead generation campaign proved to be very beneficial for the Sakal Media group, not only as a source of increasing revenue and lead generation but also as a powerful tool for brand exposure and increased awareness gained through Facebook advertising.