“Social Media puts the “public” into PR and the “market” into marketing.
~ Chris Brogan, President of New Marketing Labs
Social media case studies We will see how publicity is one of the most important components when it comes to marketing. While traditional marketing relied on word of mouth publicity, the popularity of digital media and social media networks have completely restructured the good old marketing equations.and in below case studies we will see how Social media has become the new generation word of mouth. In this blog, we discuss 10 social media case studies in India that worked and generated tons of engagement from the audience and helped the brands to raise its popularity.
The term “Internet Savvy” would be better replaced by “Social Media Savvy”. Because, to a large population, the internet is almost synonymous with social media as that’s where they spend most of the time they are online.
Checking Facebook while waiting in a queue in the grocery shop or while traveling to posting photos on Instagram while eating dinner with friends makes social media is known a part of our daily lives. According to the Digital Information World survey, internet users now spend 2 hours and 22 minutes per day on social and online messaging in 2019 according to todigitalinformationworld.com.
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Social media has become one of the most powerful mediums to run marketing campaigns that just spread like wildfire and can influence a large number of people. Be it a small brand or giants like Google, Social media has become the go-to medium for reaching out to the targeted audience for better results and at the same time fair costs.
Brands have rolled out many interesting campaigns across social media which has got huge engagement from the targeted audience and helped them reap success.
In this blog, we bring to social media case studies in India that have created waves across platforms in 2019. We hope these social media case studies would inspire you in coming up with your next social media campaign for 2020.
With India having 12% of the world’s 4.3 billion internet users, the country has been a growing market for social media networks as well. According to Statistica, Facebook has its largest user base in India with 270 million users as of July 2019.
Facebook is the most used social media platform in India, with 83.8% of social media users in India having Facebook profiles, followed by Instagram (4.69%), YouTube(4.59%), Pinterest (3.8%), Twitter (2.8%) and LinkedIn (0.08%).
The last five years have been fascinating for Indian Social media. For marketers, advertisers and brands, this presents huge opportunities to experiment with Social Media as a key marketing communications platform and there is no better time to start leveraging it.
Are you still in a foggy situation on how to use social media to build your brand? We can get you through it. To help you plan your social media strategy, let’s take a look at some of the social media case studies in India. These social media case studies can give you a perspective on how various brands have approached their audience through social media and made a social impact.
We have taken care to bring you successful social media case studies from brands of different niches including political and social movement examples so that you get a clear picture of how you could leverage social media for your brand.
Inspired by the global campaign that erupted in the US almost a year back, 2018 saw the rise of the #MeToo movement in India which turned out to be one of the biggest movements of the kind in social media in India.
It all started when Indian actress Tanushree Dutta opened up about sexually harassed on a film set, and it turned out to catalyze the launch of the #MeToo movement in India. Women across the country opened up and shared stories of sexual harassment and abuse by men.
There was a series of posts on social media channels including Facebook, Instagram and Twitter accusing prominent men from different areas including actors, film directors, writers, politicians, etc. Many of them are still struggling in the industry with the allegations, some of them managed to get a clean chit from authorities.
The MeToo campaign of India turned out to be a huge movement gaining a lot of social attention and covered by major media outlets as a topic of importance.
It created a sense of empowerment in women across the nations and increased awareness about the prevalence of sexual harassment at work and redress measures available.
There has been an increase in the number of complaints in 2018-19 to the National Commission for Women or even company HRs on such harassments and abuse compared to previous years.
Those accused in the MeToo movement had to face consequences such as firing from job, condemnation, penalties and so on.
In this Social media case studies, one of the main reasons for the huge impact of the #MeToo movement was the voice of social media influencers like popular stars who came to the fore and opened up. A timeless message that transcends cultures and nations.
#MeToo hashtag which was simple, direct, empowering and highly personal also contributed to the campaign success.
By-Dentsu Webchutney Bangalore
For -Swiggy India
Category- Interactive post / challenge
Date- Feb 2019
Swiggy India is a food delivery app that has become a leading player in the sector within a short span of 4 years from its launch in 2014 in India. Recently, after Instagram launched its new feature of voice message where people can interact with a post by voice up to 1 minute long, Swiggy launched its Voice Of Hunger campaign which utilized this new Instagram feature in a way that excited social media users.
Over the next 10 days, Swiggy gave India 5 challenges where users had to recreate food shapes using the Instagram voice note feature. Those completing the challenge could win up to a year’s worth of Swiggy vouchers.
The campaign just went viral on Instagram. It received entries from popular stars and influencers in social media, further enhancing engagement and making it one of the most popular user-generated campaigns of the year.
In just 10 days, #SwiggyVoiceOfHunger Challenge got around 1.5 lakh+ entries, primarily from India and with a few entries from countries like Canad, US, Japan, etc.
The challenge hit an average of 50+ DMs per minute.
Swiggy was able to increase its Instagram follower base by 30K with this challenge.
The campaign is a top digital marketing case study to learn how you can creatively use contests as a fun way to engage with customers.
The brand leveraged innovating with features of social media (voice note feature on Instagram here) to excite users and drive a campaign that receives a response.
3. Spotify India IPL Campaign
By- 22Feet Tribal Worldwide
For -Spotify India
Category- Product promotion Music listing app
Date- March 2019
The average Indian users of the Internet spend 21.5 hours each week listening to music, higher than a world average of approximately 18 hours, according to an IMI and International Federation of the Phono graphical Industry 2018 survey. The level for 18-24-year-olds in India is even higher (nearly 24 hours a week). It offers great possibilities for streaming music applications in India.
Cricket is also interesting to Indians like art. The IPL fascinated cricket fans around the world, especially Indians, since its start in 2008.
Spotify was leading music streaming app in countries such as Europe, American audio streaming platform launched a campaign focusing on the emotions of an IPL game and music love.
The suggestion was that each occurrence in a cricket field should be merged in an IPL game with Spotify’s 3 billion playlist database. Using the Twitter handle of the company, the brand leveraged moment-marketing by presenting the suit ball by ball.
The campaign got huge engagement during the match including eminent sports influencers such as Sir Jadeja, Team MS Dhoni fan clubs, amongst others.
Over 250 tweets were sent out during the four-hour activity. This helped the brand not only gain followers but also create a huge reach.
Spotify India was able to utilize the cricket wave in India and use its product promise with a twist to engage the audience.
They creatively managed to have an IPL conversation, without an exclusive partnership and all the while talking about the brand.
Spotify leveraged the depth of its catalog and utilized real-time marketing by covering the match ball by ball and #HarBallPePlaylist.
For -Lok Sabha Election 2019
Date- March 2019
Since its 2014 election campaign, Narendra Modi and the BJP have been using social media as a strong communication tool. They clearly made Modi their brand’s logo, and Modi turned out to be one of India’s most political brands ever.
The Modi brand had also successfully leveraged social media to its benefit for the 2019 election campaign. The’ Chowkidar ‘ campaign is one major campaign that has gained a lot of attention on social media. Chowkidar’s word means’ Watchman.’ The campaign was launched in response to the slogan Chowkidar Chor hai’ (The watchman is a thief) that their opponent Rahul Gandhi continuously raised during his rallies and the congress party, accusing the Modi government of corruption. Modi and his party not only the Congress Party, claiming bribery to the Modi government. Modi and his party not only denied the claims of corruption but also converted the accusation of the opposition into a “Main Bhi Chowkidhar” political campaign (I too am a watchman). Narendra Modi’s twitter handles were prefixed with’ Chowkidar’ and tweeted:
Your Chowkidar is standing firm & serving the nation.
But, I am not alone.
Everyone who is fighting corruption, dirt, social evils is a Chowkidar.
Everyone working hard for the progress of India is a Chowkidar.
Soon after this, then members of his Cabinet and BJP supporters followed prefixing Chowkidar to their twitter handles and using hashtags #MainBhiChowkidar.
The party also made use of the ‘Conversations card’ feature on twitter to send personalized messages to those who supported the campaign from the PM’s official twitter handle.
#Chowkidar has been a strong move in the history of social media promotions for a political campaign and had an impact on BJP’s success in election 2019.
To put in Numbers #MainBhiChowkidar received around 1.5 million mentions on Twitter, followed by #ChowkidarPhirSe with used for about 3,00,000 times. Whereas, the congress’s #ChowkidarChorHai campaign which was started in response to the #MainBhiChowkidar campaign, received hardly 1,63,000 mentions, which is almost just 10 percent of that of #MainBhiChowkidar got mentioned.
This campaign is a perfect example of how to kick start campaigns from personal attacks in a way it turns out to highlight strengths. It used a counteroffensive marketing strategy wherein a brand attacks the market by targeting the weaknesses of the competition and emphasizing the brand’s strengths.
The way they responded and came up with the perfect slogan was remarkable and was a primary reason for the huge amount of engagement that followed.
5. Bewakoof.com, Game Of Throne’s(GOT) Collection Campaign
Date- April 2019
Bewakoof is a lifestyle fashion brand that makes the cool, contemporary Indian’s innovative, distinctive fashion. Social Media’s primary advertising aim was to raise awareness of their brand, drive interest of their goods, and ultimately drive down the funnel of eCommerce sales.
Bewakoof.com leveraged YouTube Trueview Advertising and introduced the new shopping cart feature to reach viewers previously shopping with Bewakoof.com within the ads. They created compelling product-oriented video content that resonated on YouTube with the target audience.
The Shopping Cards were included within those ads with the same products featured in the video and viewers could directly click on the card and purchase the product from the website.
The campaign was able to generate 9000+ sales through which it got 4X returns on Ad spend through YouTube shopping cards over a short span of 30 days.
It also proved that the campaign not only helped in successful conversions but also created a higher brand recognition.
The brand effectively utilized the power of YouTube videos, where most of their target audience (customers belonging to age group 18-34) were already active.
Incorporating the new Shopping Cards feature within the videos was a great idea to ensure conversion and funnel optimization before the customers leak out of the funnel.
Avon India is a beauty company in India. The #PayAttention campaign was launched by the company to raise awareness among women in India about breast cancer and empower them with the knowledge and understanding to perform self-examinations.
One challenge the brand had was to ensure that in the clutter of campaigns related to the same topic their campaign is not lost. For the same cause, they tactically launched the initiative in September, a month before the international month of breast cancer (October), to ensure that they are not forgotten in the wake of the number of promotions that appeared in October.
To help them identify the symptoms of breast cancer, Avon created and posted a demonstrative breast self-examination (BSE) video for women. This helped them to hold discussions on social media platforms like Facebook, Twitter, and Instagram which encouraged online audience participation and helped the company spread the word further.
Avon performed 10,000 free breast exams throughout the cities in conjunction with DIVA–Institute for Breast Care.
Avon has joined forces with organizations such as the Indian Cancer Society to enable their wellness vans in different cities to help people understand the importance of early breast self-examination.
Support from victims of breast cancer who shared their experiences, celebrities like Arjun Kapoor, Virendra Sehwag, Chelsea Clinton, among many others, and influencers of social media helped the brand attract more viewers and educate people on how a basic BSE could help save lives when it is inculcated in one’s lifestyle.
#PayAttention turned out to be the most trending hashtags around Breast Cancer Awareness in the country.
Through the Pay Attention campaign, Avon India was able to get 15 % Share Of Voice (SOV) of the total conversations on awareness in breast cancer and to reach over 1 billion people of India in an impactful manner.
It generated PR value worth 206 million USD with a media spend of just 2.5k USD.
To put the social media campaign in numbers, the brand managed 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.
The campaign also was able to create around 200 thousand interactions on Instagram, followed by near 200 thousand interactions on Facebook posts.
The most valuable takeaway from this campaign is how they managed to survive and get huge engagements amidst several other similar campaigns.
A carefully planned strategy was their key and partnership with the right organizations and influences helped the brand spread its word without getting lost.
Rola Cola was a cola-flavored Parle candy that was sold on the Indian market in the 90s but was later discontinued during a consumer rationalization cycle by the company in 2006.
A Twitter user Siddharth Sai G tweeted on Feb 14, 2019, about his love for Rola Cola candy from Parle and his desire to bring it home. In his tweet, he tagged Parle Products asking, “How many retweets would it take to get the candy back into production?”. The Parle brand challenged him to get 10k retweets with #BringBackRolaCola to make his wish come true as an unexpected answer.
But, as it was a professionally focused project, Parle did not promote the campaign. Siddharth launched his campaign
Giants like Facebook, Twitter, Swiggy, Zomato, and many stars are attentive. All the lovers of Rola Cola around the world have since been re-tweeting and creating a massive social campaign.
To support Siddharth Sai G promote the project, Parle also shared countdown creatives with a hammer banging and Rol-a-Cola candy rising to a landmark number when it had hit halfway to 5000 retweets. The Online Department of Parle constantly monitored interactions with customers.
This campaign eventually led to the there-launching of September 2019 of Rola Cola sweets.
The #BringRolaColaBack campaign received 10.1k retweets in less than a month.
It went viral and secured more than 7.11 lakh impressions on Twitter.
The case study is a perfect example where the brand Parle leveraged a consumer-driven campaign. This became an opportunity for the brand to bring back their old product with the wave of consumers asking for the product in social media.
The campaign shows that social media has changed the way brands and consumers interact. Brands might have got requests from consumers through personal messages or emails even before, but with social media, things changed and became a movement with other people joining in.
Date- August 2018
Lumix is the brand of digital cameras from Panasonic and the pioneer in 4K mirrorless cameras. Their World Photography day campaign #BeyondFrames was based on the concept, that extraordinary is not limited to the conventional frames of society.
As part of the campaign, the brand collaborated with Know Disability.org, an NGO dedicated to empowering specially-abled individuals to train special kids interested in photography. The campaign truly extended brands philosophy ‘ A better life. A better world’ by becoming enablers themselves.
Panasonic facilitated regular workshops for the differently-abled kids to help them find unconventional ways of expression. They provided them with cameras and gears for the workshops.
The response to #BeyondFrames has been phenomenal and managed to yield a considerable share of voice for Panasonic Lumix in the imaging business conversation.
The campaign increased the share of voice that Lumix had on World photography and created a sustainable asset for the brand in the form of #BeyondFrames.
Panasonic was able to reach more than 1M users throughout the campaign with total views of 5 lacs from all the social platforms.
The campaign just put Lumix in the conversation amongst the key target markets, like bloggers, travelers, and photojournalists.
Through the heart touching campaign that stirs up one’s emotions, Panasonic leveraged World Photography Day to set Lumix aside from traditional communication around photography.
9. Shaadi.com #WohEkBaat Social Media Case Study
Date – Feb 2019
Shaadi.com is India’s largest wedding portal. The campaign was launched on Valentine’s Day 2019 #WohEkBaat, where couples posted their #WohEkBaat (one common thing) which brought them together.
The advertisement aimed at promoting the brand as a loving celebrator and celebrating its 6 million success stories as well.
With many influencer celebrity celebrities being part of the campaign including Gurmeet and Debian, Suyyash & Kishwer and asking their followers to post their #WohEkBaat on shaadi.com’s social media handles, the campaign became a huge success generating a lot of social media user engagement all around.
On Valentines’ day, they also launched a contest on their Instagram page that required followers to solve 3 simple puzzles to figure out what were some of the most common #WohEkBaat among their existing couples.
The campaign #WohEkBaat reached 1.4 million on Instagram on Valentine’s Day.
After the campaign launch, the brand increased its followers base by 5% across social platforms Twitter, Facebook, and Instagram.
The Valentine’s Day contests garnered 500+ entries and almost 200k people engaged with #WohEkBaat posts.
With the #WohEkBaat campaign the brand Shaadi.com broke the perceived stereotype that surrounds the industry and created a digital presence that encouraged conversation and interaction.
They utilized influencer amplification and cross-platform promotion to ensure maximum participation, reach and conversation.
#WohEkBaat made it easier and possible for everyone to connect with that one common thing they share with their loved ones and got the people to talk to the brand with a topic that resonates with everyone.
10. Idea’s #MeriRealLife
For- Idea 4G
With Social media having a huge impact on the lives of people today, the brand Idea campaign #MeriRealLife was 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 addressed the pressure that social media and the constant need for external validation is putting on people today. It encouraged people to share real, unfiltered stories and drop the pressure of chasing and sharing perfection on social media.
The brand’s objective of the campaign was to drive affinity from the brand Idea by reinforcing the role of 4G in transforming consumer’s lives. The campaign encourages social media users across platforms to share their real photos and videos with #MeriRealLife.
The campaign is what we called Users Generated Content #MeriRealLife tried to engage as many people as possible. The campaign garnered total conversations around 10.7k. Facebook continued to be the most active platform, followed by Instagram. The campaign also got 25.2mn video views across platforms in which YouTube contributed to 72% of total video views.
With the #MeriRealLife campaign, the brand Idea elevated the role of Idea 4G beyond the category conversation to something that reflects its transformative role in people’s lives.
Case studies can definitely give you a wealth of insights and information to frame and plan your future projects. I hope the case studies provided here would guide you in coming up with creative and impactful social media campaigns for your brand in 2020. Leave a comment if you have interesting social media campaigns to share with us and for more digital marketing case studies you can read our blog on Digital Marketing Case studies India.