truly madly - breaking stereotypes - campaign
TRANSCRIPT
An Example: Campaign For TrulyMadly
Objective For The Campaign
Growing Registrations TrulyMadly wanted to use the digital channel to grow registrations of people seeking to be
matched.
Users Feel Embarrassed
People who will use the service may not be
very keen to share the same with their
friends and family online. Making it harder
to generate advocacy online.
The Challenge
New Way To Match People
The USP of the website was to match
people on psychographics rather
than traditional demographics such
as age, income, caste, etc.
1. 2.Unique
Positioning
The Idea
People to share pictures of peculiar stereotypes that get attached to them and
how they actually do not fall in the stereotype.
!We called it #BreakingStereotypes
Some Examples of Seeded Pictures
Some Examples of Seeded Pictures
Some Examples of Seeded Pictures
Spreading The Word
Platforms 1. Facebook Page News Feed 2. Twitter Handle Feed
Other Channels 1. Influencers 2. Twitter Contests 3. Facebook Ads
Some MetricsReach
!
7M Impressions Created
!Mentions in
• Social Samosa, • HT City, • Delhi Times, • Asian Age, • Inc Magazine, • Yahoo!, and • ScoopWhoop
Engagement !
8X increase in engaged users per
post
Impact !
20X increase in registrations !
17X increase in website sessions