The Durbanville Plaasfees is an annual event which is a community market hosted by the local Dutch Reformed Church – Durbanville Bergsig. 2014 saw the 7th year of the event and this year KRAZYBOYZ was asked to provide a marketing strategy which would include web development as well as adding a social media presence on Facebook. The complete project budget was set at just under R 30,000.00.

KRAZYBOYZ highlighted the following as key objectives:

  1. To create a web site which could be easily updated and maintained for all the related information and documentation and retained for future events.
  2. The web site needs to provide a complete photo gallery of all past events to create a feel and anticipation for the event in 2014 onwards.
  3. To create a space for sub-events such as the “Shoprite Checkers Groot Pampoen” competition to be showcased.
  4. The site needs to showcase the diversity of the event and target both church goers as well as community members to take part in the event.
  5. To create a Facebook page for the event from where future marketing can take place and users can be activated for future events.

Our first focus was on creating a web site. We decided to utilise WordPress as our preferred development platform. Doing this allowed us to cut down on development time, implementation and deployment which left us with cost and time saving which was crucial to the success of the marketing efforts. The site has a simple yet effective site structure and allows for a number of pages which can be updated or added to as the need arise with limited skill requirement from client.

The Facebook page was our next focus and we set up the page on the 6th of February 2014. The response was phenomenal.

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Our initial focus was to introduce the page to users from the church as well as to companies who have signed up for stalls at the market.  We created links using Facebook pages and mentions on the Durbanville Plaasfees page posts.

From the 20th of February we started to upload daily images showcasing the market’s diversity – all images were optimised according to the new Facebook image sizes for maximum display in newsfeeds. We incorporated the web site URL as well as the Computicket logo to push online ticket purchase.

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Even before we looked at any paid Facebook marketing campaign we already reached 393 likes by the end of February 2014; the interactions by the users were also phenomenal which lead to a lot of “word of mouth” marketing via Facebook newsfeed.
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We launched the paid advertising campaign on the 4th of March. At this stage the page already had 458 page likes and user activity was between 40-50%.
When we setup the campaign on Facebook we decided to focus on two distinct avenues. The first would be to garner page likes from the campaign. The second would be to gain interactions from our posts.  The campaign was setup to utilise whatever our latest post was as the advert shown.
We kept uploading a daily appetiser to the users who already liked and interacted with our page. This in turn were then utilised as the latest advert for the Facebook campaign.

We had several big days with our adverts reaching more than 10,000 users, interactions were also high with more than 750 interactions on a specific post. Throughout the campaign we ensured that related pages were referenced within our posts to provide further penetration on Facebook and show our marketing initiatives to a broader audience.

The amount of activation we achieved was phenomenal with more than 30% of the people liking our page and interacting with the page in one way or another. With our double pronged approach we continued provided status updates as latest adverts and great care was taken to ensure that all communication during this period was focussed on maximum likability and interaction.

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We kept the page like advert the same throughout the campaign as we were obtaining a phenomenal response from the initial advert setup. We ensured that we selected our target market both in terms of geography as well as interest and language very specifically. We had about 240,000 Facebook users who fit within our selected target market.

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We updated the page daily with strong branded imagery which could both work alone as well as be used in conjunction with a simple status updated. Our post engagement strategy was to ensure that there were fresh yet strong imagery to draw users to the page as well as entice comments on the posts.

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The results we achieved were phenomenal with an average click-thru rate of 2.27% on our campaign.

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Facebook

4 Mar – 14 Mar’14

Total Media Campaign Cost

R 1 500,00

Total Campaign Impressions

145 859

Total Campaign Clicks

3 312

Average Cost Per Click

R 0,45

Overall CTR

2,27%

Conversion (1-per-click)

829

Conversions Rate (Click)

25,03%

Cost Per Conversion

R 1,81

The amount of interactions were phenomenal and by event day; 15 March 2014, we had 1,554 page likes with over 1,100 users talking about the page.

Interactions
This has shown that with a focussed campaign even a limited budget can go a long way in allowing you to create excitement and anticipation amongst your target market. The other benefit from the Facebook adverts were the related traffic we were able to gain for the web page. The 14th of March was the busiest day on the site with 3,432 pages viewed.

All and all we were able to provide a complete solution with a limited budget in a short period of time leaving our client elated and adding to the overall success of the event.

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