effective use of facebook to promote government campaigns (flood it-ii)

EFFECTIVE USE OF SOCIAL MEDIA

TO PROMOTE GOVERNMENT CAMPAIGNS

FLOOD IT-IIKG TO PG

DIGITAL LITERACY MISSION

Case Study byWild Dreams

Media & Communications

GUCBF The Gujarat Urban Cooperative Banks Federation

was established in Ahmedabad on 5th March 1975 in accordance with the provisions of the Gujarat Co-Operative Society Act, 1961.

The Gujarat Urban Cooperative Banks Federation is constituted of 244 member banks having more than 800 branches across the state.

The main objective of Project Flood IT was to achieve the goals of the Digital Literacy Mission by offering 0% interest loans to students for buying PCs/Laptops/Tablets.

PROJECT FLOOD IT The project aimed to usher in a Knowledge

Revolution through computer ownership and to provide computers to students from Kindergarten (KG) to Post Graduation (PG).

In the wake of Flood IT I, an immensely successful initiative by the GUCBF, Flood IT II was envisioned to empower the student community with Knowledge catalyst devices right at their door-steps.

A target of 3,00,000 devices was set for FLOOD IT-II vis-a-vis the last achievement of 1,00,000 devices.

PARTNERS

AirtelWipro

Toshiba

Intel

HCL

McAfee

eSense Lenovo

HP

FUJITSU

GOING SOCIAL Flood IT-I was marketed through traditional

media like print, hoardings, billboards, radio, etc.

For FLOOD IT-II, the core committee wanted to incoporate Social Media in them communication mix so as to be where their target segment (youth) is.

Facebook was chosen as the preferred medium because of its inherent strengths to communicate, engage and provide customer service.

STRATEGIC PARAMETERS

Target

Facebook users in demographic range of 13-25 in Gujarat.

Need

To educate the target audience about this project on Facebook and to reach out to students and parents who are first timer customers or buyers and the masses at large.

FOCUS Disseminate the central message amongst the

audience. Drive online enquiries & registrations for

purchase. Generating leads. Create awareness and increase virality by

sharing details of each event of the program. Increase fanbase & engagement on Facebook

page. Sustain & accelerate the growth for delivering

on the key metrics of Flood IT -2 FB page. Deliver user delight.

PROPERTIESA variety of communication properties were

created :

IT Quotient Quiz Event updates of on-ground activities Puzzles Find The Difference Spot The Words/Crosswords Did You Know/Facts Fan Of The Week Comics Daily Trivia Partner brand promotions and Sponsor mentions

EXECUTION

Did you know/Facts

Puzzles/Spot the Words

Doodles

EXECUTION

Sponsor Mentio

ns

Daily TriviaSpot the Difference

Identif

y the

Logo

EXECUTIONEvent Updates

EXECUTIONFan Acknowledgement

EXECUTIONOffers and Product Ads

GROUND LEVEL ACTIVITIESApart from social media activities, Team Wild Dreams also conducted various ground level activities at schools, colleges and educational institutes to promote the Digital Literacy Mission.

IMPACT

ACTIVITY MEASURE

Page Likes 15170Total Reach (90% reach among target audience)

161249

Post Reach 18487

The 1st month of the campaign delivered the following:

IMPACTGeographical Impact:

Top 4 post reach cities are from the target audience group

IMPACT

Responding to more than 200 queries & providing prompt response and forwarding leads.

Customer Relationship Management

IMPACT

Over 1447 views and 33 likes

within 4 hours

Over 2100 views, 59 likes and

7 comments

RESULTS

At the end of the campaign Flood IT – II garnered close to

28700 FANS!

RESULTSACTIVITY MEASURE

No. of Fans 28700

Daily engagement Between 2800 to 7000 per day

Daily number of impressions

Between 1.2 to 2.3 lakhs per day

Cumulative number of impressions since inception of activity

51 lakhs

Top cities with maximum fans

Ahmedabad, Baroda, Surat, Rajkot, Anand, Gandhinagar, Junagadh amongst other towns of Gujarat.

Demographics 94% of fans are in the age-group of 13-25. 88% Males and 12% Females

Leads forwarded from Facebook

1800 +

Thank You!

If you are the Head of any such Govt. Sponsored

project or Social Awareness campaign, we would

be delighted to be of help!

Please mail us your details at info@wilddreams.in