In digital marketing case studies of India we will try to cover digital campaign efforts taken by brand, company, group or an individual trying to drive traffic using digital platforms like email, search mobile or social media platforms like YouTube, Facebook, Instagram, Twitter and many more digital platforms to generate awareness among their target audience.
Have you ever wondered how digital marketing is different from conventional marketing? And how companies have shifted to create amazing online campaigns. In conventional marketing, companies are more focused on reaching different audiences and generate awareness about the product or service. On the other hand in digital marketing, brands and campaigns are trying to promote and create digital content which is more focused on experience and engagement with end consumers using tools like social media. As the internet has become an integral part of our life brands and companies try not just to reach out to consumers but to generate an experience by connecting users emotionally.
Digital marketing case studies are an essential part of studying digital marketing strategies. Whether it’s a small or a big company, the tools and audiences we are targeting are the same and by studying digital marketing case studies you can get a perspective on how companies have approached their target audience in a creative manner and not just generated more sales and leads but made a huge social impact.
We have listed down the top digital marketing case studies of India and tried to provide as many details and insights as possible.
By-Dentsu Webchutney Bangalore
For -Swiggy India
Category- Interactive post / challenge
Date- Feb 2019
Swiggy India is a popular delivery app in India founded in 2014 became the fastest unicorn in just four years in April of 2018 and is leading food delivery app market in India. Recently Instagram launched its new feature of voice message where people can interact to a post by voice up to 1 minute by It will send automatically when you release the button, so you can slide your finger over to the trash button to remove it if you don’t feel confident about sending it or want to re-record it. Swiggy India made the best use of this feature, they launched a campaign on it, giving 1-year free food voucher to the best voice message and this became viral on Instagram. Many Influencers and star videos and entries ware also received making it the most popular user-generated campaign and top digital marketing case study to learn how you can creatively use features of social media.
The voice of hunger challenge consists of 5 challenges and according to Swiggy they received multiple platform entries around 1.5 lakh entries ware received in 10 days of voice of hunger challenge of Swiggy Instagram account, according to social media team they received more than 50 entries per minute and entries from other countries like Japan, Canada, and US ware received too. you can read more about #SwiggyVoiceOfHunger.
2-Face App old age filter.
For – Face App
Category- Organic viral post
Date- July 2019
Face app is AI-based facial filter app which was founded in 2017 by Russian company Wireless Lab buy it launched a new upgraded filter which made the user look Old and this filter was an Instant hit as it was too accurate and fun to make and share.
Face app old age filter spread like wildfire around the world and in India too millions of stories and post of Old age filter image ware post on millions of account.
Many Indian and International celebrities, sports stars and top Politician started posting their pictures of face app, Its a perfect example of a viral product but we included this in our case study of digital marketing campaigns because as soon as face app old age filter went viral many international and Indian brand started using this opportunity and started using the virial trend for theatre brand promotion companies like Nivea, Hotstar, Berger Paints, Fevicol, etc started posting #faceapp post with unique product placement with face app old age filter.
Face app went viral on the internet more than 50 million posts were posted in just the first week on across facebook properties and most important in this case study we can see how big brands use viral content on the web and use them accurately with their product and branding.
3-Netflix India Digital Campaigns.
For – Netflix
Category- content promotion.
Netflix May not be the biggest VOD platform in India but Netflix and Amazon Prime will spend about Rs 300 crore on advertising, around an additional 50 crores will be spent on digital ads according to Livemint., Netflix is one ad spenders on digital as its business of providing VOD requires a lot for promotion even though the content is great continuous and creative methods are used to lure the audience to use Netflix.
Netflix India has covered all bases to encourage its Indian originals Sacred Games, Ghoul and Lust Stories, with a particular focus on social media, handles Twitter, Instagram and Facebook.and continuous youtube show trailers ads Large posters can also be seen on subway trains, buses, digital displays in malls, airports and commercial parks, bus shelters and numerous hoardings across stretches of high visibility traffic in New Delhi, Mumbai and Bengaluru.
Netflix uses a bunch of different social platforms, features and Ads format to promote we will see a few digital promotions for shows.
Sacred Game 2 Netflix invest 100 allegedly conventional and Digital marketing combine.
Content is the King In Video on demand but the marketing of the content is equally important and Netflix India has run a great overall digital campaign for sacred games 2. inclusive of different formats like banner ads, video ads, stories, collaborative and interview videos posters, and memes images with conventional marketing like banners.
4-#NoConditionsApply (Sindoor Khela) By The Times Of India
By- FCB India
For – Times of India.
Date- Sep 2017
The Times of India is the most widely-circulated daily newspaper in India, but to compete with its chief rival in Bengal, The Telegraph, the Times needed to connect with Bengalis as a people and to embed its message of “No Conditions Apply” within their culture. FCB India identified a 400-year-long tradition to deliver that message to customers and deliver results to its clients.
Every year, more than 30 million married women in Bengali come together in celebration of the Goddess Durga to play Sindoor Khela an ancient ritual that reaffirms their freedom and acceptance of them as a complete woman with one condition: no single women, divorcees, widows, or LGBTQ are allowed. FCB India made its main goal to change the 400-year-old tradition that is a symbol of discrimination and ill Treatment of wounded women into a tradition of acceptance to help the Times of India emerge as a local newspaper with strong old traditions in Bengali culture.
In just four weeks, the Times of India amassed $912,335 USD in earned media and reached 708 million people, becoming the No.1 trending topic on social media with thousands of 2 sindoor images. the more important part was this campaign striped the 400 years old tradition in modern India which was still a symbol of discrimination and inequality in women’s and help break The orthodox mentality tradition and For the first time in history, single, married, widowed, transgender individuals and sex workers joined to participate in Sindoor Khela. Ultimately, in the process of finding cultural relevance, The Times of India became the No.1 newspaper in Calcutta this campaign was nominated for Cannes Lions the most prestigious media award in the world.
Tata cliq may not be the leader in Ecommerce in India as amazon and flipkart are leading the way but Tata cliq is able to make its own brand loyalty and trst among its users due to its parent company Tata group, the company ran a campaign in May 2019 #LoveAtFirstCLiQ
The campaign had two parts, first consist of stars like Radhika Apte, Kalki Koechlin and Shikhar Dhawan ware part and many other renamed their social handes which included Q in the name. and the second part was to create a language of love to relate to consumers by creating posts and videos and #LoveAtFirstCLiQ to encourage users and to attract new users to the platform.
The most engaging were the Instagram videos by Radhika Apte and Kalki Koechlin and the brand also presented its product with affectionate language to increase with its users the brand was able to get viewers to range from a few thousand to millions on different social platforms.
Date – Feb 2019
Shaadi.com is top metaraminol website in India a marriage arrangement, social networking service provider It started in 1997 in India and is now present in more than 7 countries like Us, Pakistan, UAE, and UK on of 2019 shaadi.com ran a campaign on Valentine’s Day 2019 #WohEkBaat ware couples all around the web came forward to share their one common thing that they share and many Tv stars couples ware part of the campaign like Gurmeet and Debian, Suyyash & Kishwer and asked their fans to share their #WohEkBaat on social media handles of shaadi.com
#wohekbaat reached 1.4 mn on Instagram on Valentine’s Day the brand increased their followers base by 5% across social platforms.
Valentine’s Day, the contests garnered 500+ entries and almost 200k people engaged with #WohEkBaat posts.
7-Kotak 811 Campaign #IndiaInvited to open a digital account.
Date – July 2018
Kotak Mahindra is a banking service provider in India and offers many banking related products in the banking and financial sector for individuals and businesses through a variety of business channels and the majority of their service include investment management, insurance loan, and banking accounts and other banking related products.
Kotak bank focuses more on city areas with higher income groups in India and less emphasis on low-income as being a public sector bank they have to take calculative risk and reward was less in lower sector for them from conventional methods and this was the period when digital revolution was taking place in India and a very large audience was having access to a smartphone and internet so Kotak launched its 811 product which, is a full-service digital banking system on your mobile. Kotak 811 account is for single users. you can start using 811 just by downloading an app and provided 6% interest
The story of inclusion was narrated by Bollywood Superstar Ranveer Singh in the campaign’s ad film and the Digital Agency Tonic Worldwide amplified the thought on digital and engage with the digital audience through quality conversations and innovations.
The #IndiaInvited communication was amplified on social media with the help of stories, innovations, and activities that showcased the concept of inclusion and indiscrimination and called out to every Indian, urging them to join Kotak 811’s movement towards building an egalitarian society. The objective was to engage with the audience while keeping in mind, both, the diversity and uniqueness of India and its people.
The #IndiaInvited campaign got over 2.5 Lakh Indians supporting the ‘no judgments’ and ‘no discrimination’ movement while fetching the brand the highest engagement in the category during the period. In terms of Quantitative results, Reach during the period was 9.56M, Impressions were 702M, Engagement – 873K, Views – 15M on Facebook and Growth in Engagement Rate – 47%.
8- Idea’s #MeriRealLife
For- Idea 4G
There are over 400 million internet users in India and over 50% are active social media users. The rapid proliferation of 4G has enabled better internet speeds, resulting in Indians now spending almost 28 hours a week on mobile phones. This mammoth increase in consumption of 4G data has been fuelled largely by people sharing and consuming videos and photos on social media.
On average, people spend anywhere between 2-4 hours/day on social media platforms. With such high engagement, social media is bound to have a huge impact on the lives of people. The new Brand Idea campaign is designed to propagate ‘Responsible Use of Social Media’ with the tagline ‘Perfect ka pressure hatao, Idea 4G ke saath apni real life dikhao’.
The campaign is what we called Users Generated Content #MeriRealLife tried to engage as many people as possible. And in Total conversations: 10.7k on Facebook continued to be the most active platform, followed by Instagram. The campaign garnered 25.2mn video views across platforms and YouTube contributed to 72% of total video views.
9- Tata Salt’s #MissingI
Category – Health and Wellness
Date-Oct 30, 2018
The #MissingImulti media campaign kept all mediums such as newspapers, TV Channels and social media platforms abuzz…
With Global Iodine Deficiency Day observed on October 21 each year, Tata Salt has reiterated the need for increased awareness on the importance of iodine in the diet! And how? This year, the company chose the ‘World Iodine Deficiency Day’ to roll-out the #MissingI campaign, focused on iodine deficiency and its causes, across all media platforms. The innovation was built on the thought of the missing conceptualized by Tata Salt and its creative agency Ogilvy.
On Global Iodine Deficiency Day observed each year on October 21, The #MissingI multi-media campaign grabbed the attention of the nation through all mediums like newspapers, TV Channels, and social media platforms in an innovative way. Through the campaign, the letter “I” was taken off from tweets to news headlines in print and TV to create awareness and establish the importance of Iodine in the daily diet.
the campaign garnered More than 6.6 Mn impressions showcasing live tweets from Celebs and influencers enforcing the message of missing with a teaser and later reveal, and in context to match as well. This tapped the cricket lovers notice the banner with Celeb and other tweets.
#MissingI on Social Media was addressed by many celebrity faces in India like Harsha Bhogle and Indian player Gautam Gambhir etc. They have also tweeted on the day about the #MissingI campaign to create awareness about the importance of Iodine. The campaign trended for around 17 Hours the campaign was the trending topic and made 85.9 Mn Impressions.
10-Avon Indias #PayAttention campaign
For- Avon India
category -Health and wellness
Date-Jan 23, 2018
Cosmetic brand Avon India aims to raise awareness about breast cancer among women in India in its latest campaign.
As part of the #PayAttention campaign, Avon has rolled out a breast self-examination (BSE) video for women to help them identify the signs of breast cancer. It has also brought on board Dr. Mandeep S. Malhotra, breast oncoplastic surgeon to provide 10,000 free breast exams across cities.
Avon has further joined hands with organizations such as the Indian Cancer Society, iCongo, survivors, celebrities such as Arjun Kapoor, Virendra Sehwag, Chelsea Clinton amongst many others, and social media icons such as Bhuvan Bam and Rohan Joshi to educate people on how a simple BSE, when inculcated in one’s lifestyle, can help save lives
As to how important social media and influencers are for the campaign, he said: “Traditional awareness campaigns usually fail to reach mass attention, therefore, we created a narrative that could move people to action. #PayAttention brought about the impact on-ground and leaped on towards a more informed society that learned – “Breast Cancer does not discriminate, we must #PayAttention! Breast Self-Exam can save lives!”
The #PayAttention campaign was driven by social media interactions led by these influencers – 185 thousand interactions were created on Instagram, followed by 199 thousand interactions on Facebook posts. 12 percent of the total online social buzz on breast cancer was created by Avon breast cancer movement, #PayAttention.
Through Pay Attention campaign Avon India was able to get 15 % SOV and awareness in breast cancer ware else in another hand another huge campaign next to Avon India was able to get 1% and numbers speak for its self and really show how impactful the campaign was
Avon was and to reach over 1 billion people of India in an impactful manner and was able to do this in a budget of 25k USD.
On social media, the brand managed to carve a reach of more than 917 million on Facebook, 101 million on Twitter, 109 Million through PR stories and 29 influencer videos with 36 million impressions.
#PayAttention was top trending hashtags around Breast Cancer Awareness in the country.
Additionally, around 200 thousand interactions were created on Instagram, followed by near 200 thousand interactions on Facebook posts.