Case Study on Basics

Life’s Facebook
marketing

Presented By
Faheem Ahmed
Founder & CEO,
BYT Social
@faheems
 Facebook Stats for India

Number of users on Facebook in India: over 13 million

Number of male users on Facebook in India: 9 million
Number of female users on Facebook in India: 4 million
78% of them in 18-34 age group
50% of Facebook users have income over 2 lacs / pa
Half of the users are above 24 years of age.
63% users are graduates & above.
Has overtaken Orkut in India
Facebook penetration in India
Facebook growth in India
 Background - Basics Life & BYT
Basics Life is a 20 year old fashion company
with 3 brands Basics
029, Genesis & Probase. Basics 029 is a casual wear
brand, Genesis is a formal wear brand popular with
young professionals & Probase is a youth brand which is
easy on the pockets.

BYT is a digital agency with expertise in

social applications development, Social media
marketing, online advertising & web applications
 Strategy

With growing dominance of Facebook, initial

skepticism and a small marketing budget the
choice was clear to engage on Facebook first.

Connect with brand loyalists

Brand Advocacy
Communication
Crowdsourcing
Customer service issues & support – CRM Tool
 Execution
Execution
•As with any fan page, we invited friends &
family and saw a viral effect with plenty of
friends of friends becoming fans.
•We decided early on, not to engage in non-
brand conversation. Research was clear that
people are on brands’ pages for product info,
offers, contests, etc. & not for “Friendship”
•BYT suggested a Facebook contest application
which will help spread brand awareness through
questions about the brand.
•Product updates & conversations around the
brand.
 Campaigns
•Viral Campaigns like Write a Slogan (offline
& online)

•Find the Colombo store contest

•Model Hunt for Fashion Show

•Brand awareness quiz (weekly) Close to

4000 people have used this app till date.
 Slogan
Find contest
Colombo Store
Chetan Bhagat’s 5 Point
Find Colombo StoreSomeone
Promotions with
Find Colombo Stars
Store

Did promos
along with
Galatta Cinema
& south Indian
stars like
Simbu, Arya,
Bharat &
others
Find
FindColombo store
Colombo Store
Model hunt
Demographics
 Quick Facts
Userbase

•21,500+ fans
•94% of Fans are Male
•91% are between 13-34
•Top cities are Delhi, Mumbai, Chennai,
Hyderabad, Bangalore, etc
•15k in India and 4.5k in Sri Lanka
•Over 75% of the traffic to online store is from
Facebook. No SEO done as yet
 Measuring success
Userbase

•Fans raving about the brand on the page

•Bloggers picking up the story
•Afaqs! Reporter, India’s leading magazine for
advertising, media & marketing picked us to be part of
their cover story. Small Brands on Facebook – Kapil
Ohri.
•Kapil says “After visiting more than 75 Facebook
brand pages of Indian Brands - various small brands are
utilising their Facebook presence more effectively and
intelligently than many big brands. Despite their size
and marketing muscle, many big brands fall behind
when it comes to ‘number of fans’ and ‘interactivity’
on their Facebook brand pages”
http://bit.ly/BYTafaqs
 WhatUserbase
did we learn?
• With increasing number of fans outside of
service areas we had to start an online
store
• Growth cannot be achieved only through
viral campaigns.
• Learnt the power of social advertising to
increase fan base
• What we believed will do well does not
resonate with fans always. Be ready to
accept that.
 HowUserbase
did we do it?
• Co – management. Social media cannot be
completely outsourced.
• Social advertising. No Money No Honey!
• Committed effort on a daily basis
• Listen, adapt & adopt what fans have to
say
• Engaging apps
• Viral campaigns
• Tell a story through - Great visuals, videos,
articles, etc
 Thank You
Userbase

Faheem Ahmed
Founder & CEO, BYT Social
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email – faheem@BYTindia.com
facebook – facebook.com/BYTsocial
twitter – faheems