yes bank raise the tricolour casestudy

#INDIABoleYES #RaiseTheTricolour

Case Study

Objectives

• To increase the impact of the new brand positioning INDIA bole YES

• Associate thought of INDIA bole YES with optimism and patriotism

• Increase the engagement and buzz around INDIA bole YES

Core thought

• On the occasion of Independence Day, #INDIABoleYES as a campaign intended to instill the sentiment of patriotism among people by urging them to think what more should India as a country embrace

• Aspects of Peace, Patriotism, Achievements , Environment ,Technology , Equality, Progress were highlighted and people were asked to add their opinions to the list in the form of tweets using #INDIABoleYES

• The intention was to utilize YES Bank as a platform where Indians as a community could come together and voice their expectations/opinions/ beliefs/ judgments regarding India of today

Phase I - #INDIABoleYES

What we did?

• The campaign ignited at 12 AM on 12th August, when the first tweet went out• Followed by a creative explanation the T&Cs of the contest • Another interactive tweet promoting the contest on 13th August.

Promoted Trend

#INDIABoleYES appeared as a promoted trend on Twitter

Some of the Entries Received

What people thought about the contest?

The response was evidently positive as a lot of tweets appreciated the contest.

Interaction on the Contest Tweets

Tweet Impressions RTs Favorites Replies Engagement

217,024 448 705 760 2618

8359 78 49 158 285

421,674 385 757 681 1823

Total 647,057 911 1511 1599 4726

Phase II - #RaiseTheTricolour

What we did?

• As an extension to #INDIABoleYES, a microsite was created for #RaiseTheTricolour • People were offered a virtual experience towards hoisting the flag by retweeting and thus allowing them to be

part of the movement

The Microsite – RaiseTheTricolour

6078 people have chosen to #RaiseTheTricolour so far.

Reactions of tweeples

• Majority loved the initiative which can be seen from the number of people who chose to retweet

Interaction on the sent Tweets

Tweet Impressions RTs Favorites Replies Engagement

1,061,377 6007 5893 4773 16,673

176,451 1150 838 77 2065

Total 1,237,828 7157 6731 4850 18,738

Campaign Analysis

Impressions RTs Favorites Replies Engagement

#INDIABoleYES 647,057 911 1511 1599 4726

#RaiseTheTricolour 1,237,828 7157 6731 4850 18,738

Total 1,884,885 8,068 8242 6449 23,464

Total Impressions received – 1884,885.Total RTs – 8068.

Total Favorites – 8242.Total Replies – 6449.

Total Engagement – 23,464.

Highlights

• The #INDIAboleYES campaign was 4% of all conversations around independence day, which is high for a single hashtag

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