Challenge

The rise of last mile connectivity and affordable cellular plans have led to tele-spamming. And most people fall prey to the act of being spammed and are left helpless and incapable of finding a solution to tackle the issue. That’s where Truecaller saw an opportunity and quickly came up with the solution. Truecaller unveiled a new feature called ‘TrueDialer’ in its app that replaced old default dialers and helped in making calls spam-free. To get to sit up and take note of your product has never been easy, leave aside the act of downloading a smartphone application. So, our challenge was to create a good rapport about TrueDialer feature among target audience and make these users switch from their old diallers to new ones.

Strategy

The strategy was to begin the conversation around TrueDialer and make a buzz around the new dialer. To execute this, we created a unique Twitter campaign using the hashtag #Ciao_DumbDialer to draw the target audience's attention instantly and subtly increase the awareness about the product. The uniqueness of the keywords was no doubt an eye catcher, and to further amplify the appeal of the hashtag; we went ahead by associating with industry pioneers and influencers. We decided to host a farewell party for old dumb diallers and announce the launch of TrueDialer at the same party to bring about instant gratification and showcase the product feature.  

Execution

Since the issue of spamming is widespread and very relevant in a country with the second biggest mobile user base, the awareness and noise around the campaign had to be large scale. We kickstarted our campaign by creating @Ciao_DumbDialer profile on Twitter and also owned the hashtag by posting and publishing relevant content on the social media platform. To create more curiosity, the Twitter handle was created in sync with Truecaller’s brand guidelines and colour schemes. To further establish inquisitiveness we seeded conversations around the nuisance of spam calls, and how Truecaller was the most ultimate choice for handling and reporting the spam calls. To expand our reach and create more buzz, we engaged industry thought leaders and influencers to build cognizance of the product. We also created and seeded blogs that endorsed TrueDialer’s unique feature and established a connect with the particular blog’s audiences. For the final leg of the campaign, we planned and executed a farewell party for the old dumb diallers and promoted the action from the event through owned Twitter pages and that of the influencers. The live tweets of the day added more to the digital conversation and created a buzz that got noticed by one and many on the social media platforms.

Results

• 15K+ Engagement on Twitter
• 16Mn+ Potential Impressions
• 36Mn+ reach
• 1000+ Entries

Challenge

India’s online travel and tourism is a growing market and expected to reach US$ 280.5 billion by 2026. Tourism is also a potentially large employment generator besides being a significant source of foreign exchange for the country. MakeMyTrip is one giant fish in that business domain. MakeMyTrip propelled two videos showcasing life at MMT and calling potential candidates for careers at MMT. Our main challenge was to generate a positive share of voice and do video amplification & engagement.

Strategy

The strategy was to start by creating a buzz on Twitter by getting in collaboration with influencers and using their account to spread awareness about the hashtags #ExperienceMMTCareer and #LifeofMMTtechie. We planned to target tech bloggers and tech enthusiasts by getting in association with Techprone. Promotion of video through Twitter by using the hashtags and video links and getting influencers to blog and engender responsiveness about it.

Execution

IN INFOGRAPHIC

• Brand owned Content promotion
• Association with Techprone and tech bloggers
• Content promoted on Twitter and facebook

Video was promoted on Twitter and Facebook by using MMT’s account and Techprone’s page which in turn engrossed lot of tech bloggers and tech enthusiast’s and buzz around #ExperienceMMTCareer and #LifeofMMTtechie was created.

Results

• 29Mn + impressions on Twitter
• Total engagement of 43,749 on YouTube
• 9600+ engagement on Twitter.

Both hashtags were trending on Twitter on almost all 5 days.

Challenge

Marie-Claire, a brand synonymous as one of the most authoritative fashion publication for women, but not known for their clothing line in India, was looking to make an entry with its clothing line for women. Globally, Marie Claire is established as itself as a go-to portal for substance, character and depth for women with a spot of view and a sense of humour, and they wanted to cater their clothing line to the same set of women. The brand went into an exclusive partnership with Myntra, India’s leading fashion portal, and wanted to create a awareness about the same.

Strategy

To execute this awareness campaign, we devised a campaign where we associated with social media influencers and turned them into brand advocates who drove social conversations and added to the velocity of brand awareness before it officially launched. The campaign was executed in two phases - pre-launch and post-launch. We decided to drive the pre-launch activity entirely on Instagram. So, we filtered and shortlisted three of the most influential lifestyle bloggers from the country and gave them exclusive merchandise from the brand. To drive conversations and build curiosity, we used the hashtags #FashionUp , #FreshenUp and #FrenchenUp, showcasing the photo stories of bloggers on how they liked to dress up with Marie Claire’s merchandise. These photo stories acted as social triggers and started conversations and curiosity among the Instagram audience. We wanted to keep up the momentum of conversations, hence, we engaged with five separate Instagram influencers who shared brand’s creatives on their respective pages and asked their audience to repost their posts using #MarieClaire, and by doing so standing a chance to win a shopping voucher. As part of launch leg, we sent out a box of assorted cupcakes inscribed with ‘Think Smart & Look Amazing’ description to the target media universe. This acted as another social trigger where these bloggers clicked and shared pictures of these cupcakes and their audiences drove more conversations around the brand. As part of the post-launch activity we associated with fashion YouTubers, influencers & bloggers

Execution

To execute the first leg of pre-launch phase we associate with three popular Instagram accounts like DforDelhi, LBB & MyHappinesz and devised three different theme campaigns for them, namely, #FreshenUp, #FashionUp  & #FrenchenUP. These bloggers posted the picture of the merchandise and asked their audience to use the hashtag and put the picture to win the same dress showcased in their social post. In order to further amplify the pre-buzz campaign, we collaborated with five more Instagram Influencer and had a regram campaign where they posted the brand’s creatives and asked their audience to regram the post. For the launch event we ditched the run of the mill emailer invites and instead sent QR code enabled personal invites. On scanning the code the receiver saw a personal message from the actress Neha Dhupia. For the event we invited more than 60 fashion bloggers using the hashtag #StyleMyLife. During the event these bloggers posted real-time bloggers adding to the larger share of voice #MarieClaire was attracting in the country. Post launch we collaborated with the seven niche fashion Bloggers/Youtubers to create Marie Claire’s haul video (a video where a consumer showcases the product purchased), lookbooks and a DIY videos on topics like - five ways to wear Marie Claire white french collar shirt etc.

Results

• 12 Million+ Impressions
• 10k+ engagements
• 500+ posts on Marie Claire
• 100+ Instagram Influencers engaged

Challenge

Diwali is a festival which unites everybody irrespective of their differences. While every year we wish our friends and family, Citibank decided to take things a to the next level by making the occasion of Diwali happier. Since Diwali is a festival associated with shopping and gifting, Citibank wanted to emerge as customers’ go-to credit card company by providing best deals in the market. So, our goal was to create a strong word of mouth using social media influencers and good brand reputation.

Strategy

Our primary strategy was to create a strong word of mouth and social stories to attract relevant audiences. We included both online and offline activities for the campaign. The online campaign included creating Citibank’s experiential videos at Vijay sales and hosting a Twitter contest with strategic pre/post buzz to amplify the engagement. We kickstarted the campaign by associated with ten bloggers to host a giveaway contest via their blogs. To give a more 360-degree marketing mix, we included radio announcements for the social media audience. To create a high brand recognition for #HappierDiwali, we planned and executed content for Twitter for an extended period of five days  - a key component of execution of this campaign. We created a microsite that pulled the feeds of #HappierDiwali automatically from all the content partners, Twitter, Vines, Instagram as well as Youtube to a common place to make it one stop shop for all the #HappierDiwali moments. The offline leg of the campaign included training showroom personnel to shoot video/Vines and generate unique content that could be posted to social media accounts, acting as accelerators for the campaign.

Execution

To create relevant buzz and engage with the target audience, we collaborated with ten premier tech bloggers to come together for a unique giveaway. As a giveaway, we suggested iPhone 5s and iPad minis that helped create a viral buzz and attract more eyeballs in the digital space. Each of the bloggers, to add more to the velocity, networked with their circles and added greater engagement by using uniquely designed banners and customised status messages. To drive more engagement and show gratification, owners of these tech blogs used Vines to send a personalised message to readers, instantly adding to the buzz around the campaign. Along with this, a parallel campaign was organised on Twitter where followers of @HappierDiwali account were encouraged to share their plans for Diwali as Tweets, Images, Vines, Instagram posts. Further, we chose three influencers and shot feature video showing how Citibank made their shopping convenient by providing easy EMI options. Also, Citi’s offline partners were engaged and encouraged to share video snippets around their plan for celebrating Diwali.

Results

• 28.7 Mn impressions
• 51,000 microsite moments
• 2 Mn views of the videos
• 8000 shares of campaign

 

Challenge

In the world of anyone getting anywhere like Trump getting into presidential seat, similarly, any virus can swoop into our systems any day! We are the ones who give them a secret passage via illegal software installation through which they intrude and start disrupting the system. #BeCyberSafe, the campaign was designed to create awareness that by installing unlicensed software we allow hackers to cause mischief through organized crime. It also syndicates employing sophisticated financial rules against institutions, businesses, and individuals. In such a scenario of surging sophisticated, targeted cyber-attacks there is a need for improved defenses. The thought behind the campaign was to make everyone understand that we must protect our systems against cyber attackers who assiduously research their targets, analyze their weaknesses, and use this information to tailor their assaults. This message well executed via the video marketing campaign. We set out a plan to drive conversations around the need to #BeCyberSafe and create a strong brand recall through social media platforms and blogs alike.

Strategy

The awareness drive was initiated by creating a video describing how one falls prey to online frauds and why it is important to #BeCyberSafe. In this digitized era, today video content gets quickly consumed on social platforms. With the maximum user base on Facebook and Youtube, we published the video on both the platforms from Microsoft’s official handle. We targeted all the millennials to create awareness for #BeCyberSafe campaign. Further, we engaged with bloggers to create social stories around the topic. As the next step, we have engaged with digital super users on Twitter where the influencers created micro stories and seeded the #BeCyberSafe video to optimize through SEO for easy discovery, which ended up in 1 Million views in a day.

Execution of the campaign

Video content marketing was driven by the virtue that content is the king. Through the brand’s video, a real life scenario was presented in a rib tickling fashion However, the message was put across clearly that in today’s connected world, it’s poignant to #BeCyberSafe. The content was further curated by influencers and consumers who had fallen prey to cyber theft to learn their lessons the hard way! The awareness drive was amplified across social media platforms and blogs and built a myriad of discussions around cyber security and the need to keep softwares updated.

Campaign Results

With just 24 hours to make an impact of #BeCyberSafe campaign, we had to initiate and sustain an engaging yet informative campaign that brought out the key messaging to key stakeholders of the community. The following numbers reflect the impact generated and the results achieved.