Category: Best Use of Social Media Marketing
Advertiser: RELIANCE COMMUNICATION
Product/Service: TELECOMMUNICATION
Media Agency: MEC INDIA, Noida, INDIA
: Team Reliance (MEC)
Media placement: Social Media - Google - 30th December 2011
Insights, Strategy & the Idea
It was the last week of December 2011. Leading up to the New Year, Reliance Mobile wanted engage with their social media followers (Twitter/Facebook). We wanted this engagement to be more involving than the hordes of New Year wishes our followers would anyway receive.
Greeting methods like direct mailers, e-mailers, text messages, cards, etc. are passé and usually end up in the trash – either physical or digital. We wanted our New Year message to be unique and attention-grabbing.
Today, the Internet has something on those who are socially active online. Their social media presence is turning people into mini online-celebrities. This is validated by the very strong correlation between social media activity and organic search results. Admit it or not, all of us have searched for our names on Google.
Welcome to the phenomenon of social narcissism. Welcome to ego searching.
We decided to leverage this behaviour for our task
Creative Execution
We used search and social media as a winning combination to give this idea a new dimension. We bid for our social followers’ names as keywords and created a Google search campaign. These followers were asked (via Twitter) to Google their name for a pleasant surprise. On doing so, followers saw a personalised Google ad wishing them a happy new year. This ad then led them to a personalised landing page with Anushka Sharma (a leading Bollywood actress) wishing them Happy New Year.
These followers then shared this greeting on their social networks and made it viral. As a result, we continued to bid for names of our new social followers and serve them this unique experience.
Results and Effectiveness
More than 7000 followers interacted with the personalised ads on Google.
Reliance’s Twitter account added over 300 followers in a week…
…Up by 3000% over the previous week
#RelianceMobile became a trending topic on Twitter in India.
All this at an investment of less than US $4000!