Case studies – Social media

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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!

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