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How Tim Hortons entered the UAE Market via Facebook & Twitter
Tim Hortons aimed to penetrate the U.A.E. market by leveraging social media to boost footfall and brand awareness against strong competition. They launched a campaign offering free coffee in exchange for 'likes' on their Facebook page, which resulted in over 8,000 fans in 20 days and significant engagement on Twitter. The campaign demonstrated the effectiveness of social media in driving customer participation and brand trials.
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How Tim Hortons entered the UAE Market via Facebook & Twitter
- 1. How Tim HortonsLeveraged Footfall via Social Media
- 2. Background on theU.A.E. Market Marketing in U.A.E. the hub of Traditional Media Television Print Radio Outdoor
- 3. Where all ofthe Above is Great! But how do we know the exact reach for the Consumers?
- 4. Total number ofPeople on Facebook in U.A.E. 31,16,900
- 5. Now for someBackground on Tim Hortons A Canadian Café Brand & Religion Never seen in U.A.E. before Looking to Launch in the Huge Market of U.A.E
- 6. What Tim Hortonsdid before getting online… Traditional Banner Advertising across Dubai & Abu Dhabi
- 7. Did anyone mention,Competition? Before entering the market Tim Hortons had Big names to compete with… Starbucks Krispy Kreme Donuts Dunkin Donuts Costa Coffee Caribou Coffee
- 8. The Objective 1 Increase Fans on the Facebook Page Build a Huge Fan Base on Twitter 2 Increase Footfall at the Store 3
- 9. That’s where we Step in…
- 10. What We Did? CreatedaSimple yet effective Application to engage and drive users from Facebook to the Café to increase FootFall!
- 11. Like Us &get a Application Free Coffee! Duration 20 Days Current Fairly Low Foot Fall
- 12. Application: Like Us& get a Free Coffee! In 3 Simple Steps 1. An Application that allows the user to Land on the page 2. ‘Like’ the Page and, 3. Download his Free Coupon which has a unique Serial Code
- 13. Application: Like Us& get a Free Coffee! A Ticker was provided on the Pre- Like Page for users to get encouraged to Click the Like Button! 20,000+ Tab Views!
- 14. Application: Like Us& get a Free Coffee! Post Liking, the Fan had to Click on the Button to Download their Free Coffee Coupon
- 15. Application: Like Us& get a Free Coffee! A personalized coupon was generated which contained 3 important elements: • Fans Correct Name • The Expiry Date • A Unique Coupon Code TO AVOID misuse
- 16. Buzz Generated on Facebook via Status Updates
- 18. Fans Can’t stopthanking Tim Hortons for the Coffee…
- 19. Fans Can’t stopthanking Tim Hortons for the Coffee…
- 20.
- 21. Facebook Fans on16th March – 1000+ The App went Live on 16th March More than 50% Coupons Downloaded 8000+ Fans in a span of 20 days!
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- 24. Fan Increase Total Fans on Facebook 10000 8841 9000 8000 7000 5782 6000 5000 4000 2956 3000 2000 1506 1000 0 Week 1 Week 2 Week 3 Week 4
- 25. Twitter Growth Strategy Used The next 200th, 300th , 400th follower gets a Free Coffee from Tim Hortons! So Follow us and be the Lucky One!
- 26. Twitter Growth The Followerbase began with around 90+ After applying our Strategy
- 27. Twitter Growth 16th Marchsaw 200 Followers 23rd March saw 300 Followers 28th March saw 400 Followers
- 28. Twitter Growth Hence inalmost a months time we grew by 345 % With a Per Week growth of 100 Followers
- 29. Followers on Twitter 450 390 400 350 312 300 267 250 200 150 150 100 50 0 Week 1 Week 2 Week 3 Week 4
- 30. Mentions from Users 60 56 56 50 40 32 30 28 20 10 0 Week 1 Week 2 Week 3 Week 4
- 31. Total Interactions onTwitter 160 140 136 121 120 100 80 61 60 51 40 20 0 Week 1 Week 2 Week 3 Week 4
- 32. Total Reach onTwitter 70000 58960 57550 60000 50000 40000 30000 25930 19050 20000 10000 0 Week 1 Week 2 Week 3 Week 4
- 33. Learnings Social MediaCan Drive Awareness + Footfalls Incentivizing consumers for participation always works Social Media can be leveraged to induce trials for a new brand
- 34.