THE INFORMATION COMPANY
Case studies – Social media
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#ChooseToChallenge, Hindalco Social Media
Campaign
Client: Aditya Birla Group
Brief
To create a social media campaign for International Women's Day 2021 as a part of their WAH (Women at Hindalco) campaign, a gender diversity initiative.
Challenge
The campaign needed to empower women and highlight Hindalco's gender diversity initiative while also convincing more women to join core manufacturing.
Approach
We shared stories of some of the women at Hindalco who have faced bias in their personal and professional lives and highlighted how they challenged those stereotypes. The stories featured women GETs (Graduate Engineer Trainees) and how they get things done regardless of the challenges presented to them. These stories were shared internally and on social media platforms.
Results
The stories we shared were relatable and not only inspired the audience on social media but also employees who came forward wanting to share their stories. These stories received an overwhelming amount on support on social media as it stressed on celebrating equality and encouraging a bias free culture. The campaign connected well with the audience and received tons of comments.
This campaign won at The Great Indian Marketing Awards 2021 under 'The Great Indian Social Media Campaign of the Year' and the Mint Marketing Awards 2021 under the 'Best Storytelling Category.'
Testimonial
"Each story was about a stiff challenge taken up, and after a first couple of posts, many of our colleagues started approaching us for their unit colleagues to be featured. The response was overwhelming, so much so that we had to extend the whole campaign, as stories started pouring in at pace. Thanks to the campaign, we were able to connect the internal and external audiences. We'd sent out mailers to employees linking each post to our social media handles and got a lot of meaningful engagement - highest engagement ever. The comments showed people were reading each post and being inspired. This campaign was strategic - our vision was to have more women in "core manufacturing." Today 30-40 of GETs (Graduate Engineer Trainees) we are hiring are women. I have not seen any other company employ such in-depth story telling techniques or run such a prolonged diversity campaign."
— Charu Gouniyal, Senior Vice President, Hindalco Industries Ltd.
If you would like us to design an effective social media strategy for you, DM us on Facebook, LinkedIn or Twitter or send us a mail at enquiry@ticworks.com right away!
Sterling and Wilson Renewable Energy LinkedIn Engagement
Client: Sterling and Wilson
Brief
To ideate a social media strategy for Sterling and Wilson Renewable Energy (SWRE)'s brand new LinkedIn page that would drive engagement and attract followers.
Challenge
SWRE needed content for their brand new LinkedIn page. Prior to this, SWRE shared all company related information on their parent company, Sterling and Wilson's LinkedIn page. The newly launched SWRE LinkedIn page had to attract an audience and create impactful and timely content.
Approach
Our strategy revolved around creating content that highlights the brand's innovative renewable solutions, builds strong stakeholder relationships and portrays SWRE as a global leader in the energy market.
We used various content formats like creatives, videos and eye-catching document posts to create content around industry trends, webinars, exhibition details, new employees, awards won and more. We also created content around topical days such as International Day of Forests, World Environment Day, International Biodiversity Day and more.
We ideated many successful campaigns. We launched #WorldQualityDay, a week long campaign to recognise SWRE's quality professionals for their contributions in improving sustainable practices. Our #BreakTheBias campaign for International Women's Day featured the remarkable work that women at SWRE do.
Results
SWRE's LinkedIn page gathered more than 36,000 followers in less than two years and continues to grow steadily. We built an active community on LinkedIn and thus saw an exponential increase in the engagement rate.
SWRE's video for International Biodiversity Day won Platinum at the 2022 AVA Digital Awards.
If you would like us to design an effective social media strategy for you, DM us on Facebook, LinkedIn or Twitter or send us a mail at enquiry@ticworks.com right away!
#HindalcoKaSalaam, Hindalco's Social
Media Campaign
Client: Aditya Birla Group
Brief
Hindalco is the world's largest aluminium rolling and recycling company, and a major copper producer. The brief was to create a social media campaign for Independence Day that ignites patriotism and showcases how Hindalco's aluminium serves the nation.
Challenge
The campaign needed to link the Hindalco brand with patriotism, nation-building and development. The aim was to make B2B and B2C audiences aware about how Hindalco's aluminium is present everywhere and how it makes our lives better.
Approach
Our aim was to make people aware of the different ways in which Hindalco has empowered economic growth and social wellbeing. We created four videos that showcased how aluminum is present everywhere and the major role it plays in the country.
The four videos highlighted how aluminium strengthens the transport sector, makes homes better, and plays a major role in the medical and defense sector as well. From food grade foils, window sills, car wheels, buses, and Covid-19 vaccine vials to defense applications, airplanes and space programmes, there isn't much that aluminium isn't present in.
We launched the fifth and final video on Independence Day which thanked the nation for making Hindalco its partner in every step of the way and for giving the company a chance to serve the nation.
Results
The videos were extremely well received by the audience since it instilled a great sense of belonging amongst employees. The campaign received great engagement through organic as well as sponsored routes. It also brought in tons of positive comments, shares, and likes.
Testimonial
"We planned to do a small video series showcasing how Hindalco is a solution provider to the country, growing each day with it, while also supporting nation building. Conceptualised by Team TIC, it came through very well in this series of videos. An inspiring campaign, it received a lot of appreciation and support from followers and audiences. We plan to keep doing such good work with Team TIC in the future."
— Charu Gouniyal, Head-Corporate Communications, Hindalco Industries Ltd.
If you would like us to design an effective social media strategy for you, DM us on Facebook, LinkedIn or Twitter or send us a mail at enquiry@ticworks.com right away!
Aditya Birla TEDx social media
Client: Aditya Birla Group
Project: #BigOnIdeas campaign for Aditya Birla Group at TEDx Gateway
Brief
As a catalyst for ‘Big Ideas’, one of Aditya Birla Group’s (ABG) flagship brand initiatives is its association with the TEDx platform.
The brief was to create a social media campaign that would amplify reach amongst its target audience and drive quality engagement for the brand using its hashtag #BigOnIdeas.
Challenge
The need for immediacy required multiple skillsets which spanned social media strategists, project managers, writers, designers, videographers, photographers, and teams with live streaming capabilities all working in tandem before and during the event.
Approach
The pre-event phase focused on building the association of brand ABG with TEDx, while an integrated campaign across social media platforms -- Facebook, Twitter and Instagram -- helped amplify the brand #BigOnIdeas during the event. We also focused on showcasing ABG’s technology and innovation prowess by highlighting their unique installations at the event and some of their innovative work. We used a variety of formats including images, gifs, videos, collages, time-lapse and Boomerang videos.
Results
We successfully achieved the objectives of the campaign -- enhancing brand visibility, amplifying reach, driving quality engagement and getting the hashtag to trend. A staggering number of impressions were reached for #BigOnIdeas during the campaign. The hashtag also trended at number 4 in Mumbai and at number 5 in India. The rich content and volume of posts also helped establish a strong association with TEDx.
If you would like us to design an effective social media strategy for you, DM us on Facebook, LinkedIn or Twitter or send us a mail at enquiry@ticworks.com right away!
Launch of TAMO, Tata Motors’ new sub brand
Client
Tata Motors is a leading global automobile manufacturer of cars, utility vehicles, buses, trucks and defence vehicles. Its marque can be found on and off-road in over 175 countries around the globe. The Tata Motors family includes Jaguar Land Rover and Tata Daewoo.
Brief
Tata Motors wanted to launch TAMO on digital media and establish its own unique identity while keeping its connect with the parent brand. The mandate involved an initial campaign to create a buzz around TAMO while maintaining confidentiality and not allowing a hint of its connection to the company. The next step was to unleash the new sub-brand on social media with maximum impact on the day of the launch event (Feb 2nd 2017).
Outcome
To create a buzz about an upcoming announcement, we did a series of teasers which only specified the date of the event. These teasers followed the TAMO design pattern and were designed to spark interest and curiosity. Viewers engaged in conversations as they tried to guess. The teaser phase saw huge engagement with a lot of positive comments towards the brand.
On the day of the event, we continued to build up the excitement with a few hints as to what this launch would mean for the Indian automotive industry. We live tweeted during the event and as soon as TAMO was launched, we launched the TAMO social media handles.
The buzz creation and the campaign ultimately led to three hashtags trending organically on Twitter on the day of the event.
If you would like us to design an effective social media strategy for you, DM us on Facebook, LinkedIn or Twitter or send us a mail at enquiry@ticworks.com right away!