Summary
Since Kotak Silk and the ‘Meri Udaan, Meri Pehchaan' initiative focuses on importance of women achieving financial independence, our objective was to focus on choosing the relevant influencers to amplify the #MeriUdaanMeriPehchaan campaign. Harmanpreet Kaur, Nikita Dutta, Miss Malini, Soha Ali Khan, Neha Dhupia and Tisca Chopra were handpicked for individuality and financial independence, along with the success in their fields. We utilized various formats including interactive stories, reels and posts on social media
Challenge
We initiated the #MeriUdaanMeriPehchaan campaign to promote the relaunch of Kotak Silk Account and expand brand awareness among a wider audience. Kotak Silk is a banking programme crafted especially for modern Indian women offering benefits like add on discounts on fashion and home care products & services along with preferential rates on loans and lockers. A 21 feet high specially commissioned sculpture was unveiled at Gift City on the occasion of Women's Day in March 2023. The sculpture salutes the indomitable spirit of the Aatmanirbhar Indian women. The objective was to generate significant impact by leveraging the social media influence of well-known individuals, thereby ensuring a broader reach and higher engagement Challenge: In order to launch a consumer receptive product, an extensive research was conducted among the top 5 cities in India, post a thorough analysis of consumers' responses, we curated an exclusive banking programme to meet women's financial needs The primary challenge involved reaching the desired audience and raising awareness about the Kotak Silk Account.
Objective
In the past decade, the overall socio-economic construct has changed largely. This change is a cumulative effect of various phenomena such as demonetization, inflation, pandemic, digitalization, etc. All of this, have acted as a catalyst for a paradigm shift in the mind set and the behavior of women. Women have entered the workforce and are working hard to obtain a better life for themselves and their family. They are developing the confidence to face the world and create their own identity. Despite this trend, only 35% of women have a bank account. Kotak Silk has been crafted to change this, and cater to today's women's banking needs. With Kotak Silk, women have the accessibility to preferential pricing on loans & locker rentals, offers on major lifestyle brands and access to Instagram community @silk.moneymatters to master the art of personal finance. This in turn, will empower women and support them in their journey to Financial Independence.
Strategy
We partnered with influential personalities like Nikita Dutta and Miss Malini, who have a substantial follower base of 1.3M+ and 1.2M+ on social media platforms Nikita Dutta is a well-known Indian actress who has made a mark in the Hindi film and television industries. Her widespread popularity across different age groups enabled us to generate significant awareness of the campaign. Miss Malini, an Indian digital influencer, owns a popular blog, MissMalini.com, which covers topics such as Bollywood, Indian television, fashion, beauty, and lifestyle. By having Missmalini cover the event, we were able to reach a large and diverse audience, thereby increasing awareness about the campaign. On Women's Day, we further expanded our collaboration by partnering with Harmanpreet Singh, the captain of India's Women's Cricket Team. In addition, we joined forces with Soha Ali Khan, Neha Dhupia, and Tisca Chopra, who shared the Women's Day video on their social media stories. Through these powerful collaborations with influential women and their extensive social reach, we successfully reached a broad audience, ultimately achieving our campaign objectives.
Data
https://www.instagram.com/p/CpeTTTigi9W/ https://www.instagram.com/p/CpfdHW2vJru/ https://www.instagram.com/p/CpaMsxYpf-o/ https://www.instagram.com/p/CpStMRjyDSJ/
Solution
Results
Our influencer campaign has achieved outstanding results, surpassing our initial estimates and exceeding expectations across key metrics. We achieved an impressive 80% increase in reach, reaching a significantly larger audience than anticipated. Additionally, our content has garnered a remarkable 70% growth in views, indicating high engagement and interest among viewers. On Facebook, we were able to Reach out to 5.5 Mn+ users with an overall Impression of 7.3 Mn+. On Instagram, we were able to reach out to 14.4 Mn+ users with an overall impression of 30.1 Mn+. On YouTube, we were able to reach a total impression of 5.6 Mn+. The total Views was 2,100,138 On LinkedIn, we were able to reach a total impression of 30k. Overall, the campaign garnered a total impression of 50.7 Mn+ and a total reach of 22 Mn+ across all platforms. We garnered combined views of 10.2 Mn+ across all platforms In terms of business metrics, average sourcing
