Summary
Is Diwali, Kariye Ek Nayi Shuruaat, Shagun Ke Shares ke Saath!
Challenge
Diwali is one of India's biggest festivals and is observed by several Indians as well as by stock exchanges and traders. Muhurat Trading sessions are held each Diwali. "Muhurat" here refers to auspicious timing which is based on the positive alignment of planets and which is likely to yield positive results. Investors and traders purchase shares during this time in the hopes of generating wealth and prosperity for the upcoming Hindu accounting year. While the stock market is closed during Diwali, the one-hour-long Muhurat Trading Session is an exception. To garner attention and increase customers Angel One has rebranded the one-hour Muhurat trading session and called it "Shagun Ke Shares." The term "Shagun" refers to gifts given on auspicious occasions such as Diwali celebrations.
Objective
Grabbing this opportunity by the horns, we conceptualised ‘Ek Nayi Shuruaat Shagun Ke Shares Ke Saath' (A new beginning with ‘shagun' shares). Brokerage firms usually always try to bank on this opportunity, so we decided to delve deeper and inspire the agnostics, enthusiasts, and beginners to start an auspicious investing journey. We did this by going into the roots and basics of investing along with the tangible benefits of it to provide them with a clear picture of what they're in for. It is important to convey the relevance of trading on the auspicious day of Diwali and appeal to the emotional sentiments of prospective customers. The underlying aim is to increase trading volumes, activate dormant accounts, open new accounts and secure the confidence of new traders.
Strategy
The key thoughts behind the campaign were: 1. Maintaining celebratory festive outline, i.e. keeping it festive throughout 2. Importance of buying something auspicious as ‘shagun' and pitching shares as the property 3. Understanding the emotional rationale behind Diwali Muhurat and auspicious beginnings and displaying empathy, understanding, and celebratory fervour about the same. Campaign Objective: Reaching out to fence sitters+ Increase trade volumes with the existing customer base. Platforms: Facebook, Twitter, Instagram, YouTube Campaign Stages: 1. Pre-buzz: Series of creatives under #WhatsYourShagun, 2. Engagement posts #WhatsYourShagun posed a question based on the tradition of Shagun to set the ball rolling. There are two other engagement posts on the popular themes of T20 cricket and the iconic Nirma commercial. These posts helped us gather intrigue and excitement for the big launch. 3. Launch: 2 Main Films + CGO Film, Influencer Videos, Research Picks along with social media creatives. There were 2 films, both questioning and reshaping views about trading and perspectives about it. The third film featured our own CGO, Mr.Prabhakar Tiwari to lend an air of credibility and assurance to the brand. With social media creatives, we delved into knowledge about Muhurat Trading, advised investors with our Top Stock Picks, and also posted reminders for the trading hour for retention. 4. We were trending #2 on Twitter for four hours. 5.We used posts and stories to convey our wishes while subtly inspiring them to use this auspicious day for commencing the auspicious task of investment. Video 1 - https://www.youtube.com/watch?v=vOx2YeC2GYw Video 2 - https://www.youtube.com/watch?v=w9xfUbdooW0 CGO Video - https://www.youtube.com/watch?v=NOeAXn14VZo Landing Page - https://www.angelone.in/ppc/shagun-ke-shares
Data
1. #ShagunKeShares has been a success for us yet again when compared to the previous years performance 2. We applied the learnings from the last campaign and made changes to the targeting in accordance with the theme of the campaign for deriving maximum result. 3. While the budget for the campaign was almost same as last year's, the performance and growth surpassed our planned expectations. 4. Real time monitoring was done on the campaign and based on what performed best in the first two days; budget optimisation was done in all the campaigns 5. The campaign has overachieved the targets on all 3 parameters: impressions, clicks, and engagement. From 2020 to 2021, impressions figures showed a growth of 460%, clicks showed a growth of 850%, and engagement grew by a whopping 5900%. 6. The engagement received this year from users was overwhelming. 7. Our hashtag #ShagunKeShares was trending on Twitter for 4 hours where the maximum trend garnered was at the number 2 position with a reach of 3,236,961 and 8,891,720 impressions. 8. User and session traffic was monitored and all campaigns such as email, notification, etc were optimised
Solution
Celebrated as the Festival of Lights, Diwali is one occasion where auspicious offerings (also called Shagun) are given to close ones. Angel One wanted to tap into this insight, by creating a strategy that encouraged potential investors to purchase shares and give the same to their loved ones. The idea here was to sell the concept of purchasing shares during the Muhurat Trading Session, by adding a twist to the ritual of giving Shagun. Thus, a campaign called #ShagunKeShares, was created. The aim was to leverage the sentimental value of giving Shagun on the day of Diwali. #ShagunKeShares was launched to appeal to the people and convey the message, ‘Ek Nayi Shuruaat Shagun Ke Shares Ke Saath', i.e. ‘invest on this auspicious day and buy your #ShagunKeShares with Angel One. Our core aim was actually to get the beginners and the ones only interested in investing to take the leap on this mega day. Tapping into the sentimental and auspicious value of the festival helped us create an underlying sentimental connection with our target audience.
Results
Platform-wise growth vis-a-vis the 2020 Shagun Ke Shares campaign Facebook Reach: 380% Engagement: 13650% Clicks: 3350% Twitter Impressions: 1000% Engagement: 380% Clicks: 270% YouTube Video Views: 496% Impressions: 250% Engagement: 6150% Clicks: 120% Instagram Impressions: 6029% Engagement: 6567% Twitter Our hashtag #ShagunKeShares was trending on Twitter for 4 hours where the maximum trend garnered was at the number 2 position with a reach of 3,236,961 and 8,891,720 impressions. P&L Bottom Line Impact Total No of Orders - 248% higher than 2020 Total Brokerage - 208% higher than 2020 Brokerage from Dormant Clients - 1088% higher than 2020 Further, the campaign has won the following awards Silver Award for Digital Marketing Excellence in Social Media (BFSI)' by DIGIXX 2020 for # ShagunkeShares Campaign Silver Award for Digital Marketing Excellence in Video (Financial Services) by DIGIXX 2020 for # ShagunkeShares Campaign Social Media Campaign of the Year for #ShagunKeShares by DigiGrad Bronze in Excellence in Communication in the Best use of Social media for ShagunkeShares Campaign in Image xx awards organised by Adgully
