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.

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