Examples of successful social media campaigns in India

Kolkata Knight Riders

In 2011, Shah Rukh Khan was unable to attend the final of the fourth edition of the IPL. But their Facebook campaign ‘KKR tension mat le yaar’ had already become a success. The campaign revolved around inviting fans and users to recommend fun and innovative ways in which the KKR team could reduce their stress levels. An approximate of 2 lakh entries from fans were received. Customer interaction was well managed and brand awareness was sustained.

Fiama Di Wills

In 2012, ITC’s leading personal care brand, Fiama Di Wills launched Fiama Di Wills Men – Aqua Pulse range of shower gel and bathing bar. They envisaged their innovative social media advertising campaign to target urban Indian males with active lifestyles. The campaign was called the ‘Mega Aqua Pulse Australian Adventure’. It was essentially a contest to give Indian water sports enthusiasts an opportunity to win a free trip to Australia. The contest received more than 4000 entries and approximately 40,000 friends were invited to participate. The brand made sure that there was continuous customer engagement by offering tools such as Wall Posts, Reviews, Mentions, Discussion Posts, Videos and much more on their Facebook page. The Fiama Di Wills Men community on Facebook registered 1.7 lakh fans, with 3.7 million post views and over 19,000 feedback posts, all within just 30 days of its launch.

UNICEF India

A three-month social media campaign to promote UNICEF’s “Awaaz Do” initiative, an effort to send eight million unschooled children in India back to school. The #AWAAZDO hashtag received 1,525 mentions and the @UNICEFIndia Twitter account gained over 2000 followers. The campaign itself also received 60,540 impressions on Twitter, as it was calculated using Tweetreach. By the end of the campaign, the Awaaz Do website also got 203,248 signups of people interested in joining a good cause.

Evalueserve

The virtual nature of Evalueserve’s business model called for the use of web-based technologies to support our sales and marketing efforts across the globe. Using LinkedIn, a team member in India can initiate contact or create awareness about Evalueserve with prospective clients, adding comments to forums, asking or answering questions, etc. Clients also proactively approach us with queries, as they see our activities on the network. Viewing profiles of existing and potential clients helps in the client research process. LinkedIn helps the sales teams to identify key contacts and gauge their interests by viewing their forum posts or the events they attend. Most consumers realize that LinkedIn is their professional profile of record. The result is a notable increase of sales leads together with a better image of the brand and the individuals working at Evalueserve.

Reebok EasyTone

One more Facebook contender in the list, Reebok launched the Butt Revolution campaign in 2010 in which an interactive page allowed users to get answers to their queries about fitness from certified Reebok trainers. This catapulted sales for their EasyTone shoes mainly targeted women in the 18-24 age group This social media campaign was used as a follow up to the same campaign released on traditional media.

Head & Shoulders India Wants Men

Head & Shoulders India wants the men of the nation to be the men they used to be long ago and to reclaim their lives with #ZindagiMiliDobara’. Through a 3-month long campaign that commenced on March 1st, the shampoo brand has been on the hunt for the most deserving two men in the country, who have long ceased to be the men they used to be. The two winners will be treated to a trip to Brazil for 5 days where they can take along 2 of their friends each.

KFC India Introduces Veg

Kentucky Fried Chicken better known as KFC has gone out of its way to woo vegetarians in the country. The quick service restaurant chain that served a variety of fried chicken items will now serve a lot many vegetarian options, in a bid to tap into the vast vegetarian consumer segment. For the promotions, KFC has launched the ‘So Veg So Good’ campaign with a TVC featuring comedian and actor Vir Das. The campaign focuses on the new vegetarian entrants in the KFC menu, starting with ‘Paneer Zinger’

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