Getting it ROIght for Sundaram Mutual's Bluechip Fund
Industry: Banking & Financial Services
Service: Digital Media Planning & Buying
Social Media Marketing
The Sundaram Bluechip Fund is a fund that invests in the Top 40-50 Large Cap Stocks. Drawing the analogy of ‘large’ cap, it was personified in a creative format to be showcased as a Sumo Wrestler as the fund embodies the qualities of the same.
We needed to go big in order to ramp up on the visibility for the fund
Overall, we had a prelaunch, launch and post launch approach. In the prelaunch we focused on teaser communication and built curiosity around the largecap fund category.
During the launch we focused on the instagram grid reveal and performance marketing.
Post launch, we ran webinars to engage, as well as performance marketing and social media activities tying back to the fund.
Campaigns optimized to drive digital transactions on aggregator apps
Focused approach to reach an investor focused TG across 10+ Platforms
Enhanced partner visibility through Distributor focused
automated co-branded content creation Virtual press conferences & webinars to increase reach &
personalized interactions with key stakeholders
Maximising visibility of ‘Sumo’ theme with a digital-first
approach to enable high impact & brand recall
Leveraging Instagram Grid Strategy to GO BIG:
What’s the biggest thing we see on Instagram? A 9x9 grid which takes over the entire brand page. We visualized a massive sumo wrestler with key aspects of the fund - strength, size, agility to build a lot of suspense among the users and to make them wonder about what is the BIG aspect in ‘Something Big Is Coming’.
The idea behind the words used is to resonate the big aspects of the fund. And to show how Strength, Size and Agility brings
Quality, Reliability and Agility that would make this fund a leader in its segment. Apart from that, we also used Whatsapp Stickers, Mobile first creatives & tapped in to Reels
Leveraging Hotstar with a cricket themed visual to tap into the IPL Fever and ramp up visibility
As everything was done digitally this year, we thought leveraging Digital PR would help us gain more traction in addition to our other mediums.
Overall, we had a prelaunch, launch and post launch approach. In the prelaunch we focused on teaser communication and built curiosity around the largecap fund category.
During the launch we focused on the instagram grid reveal and performance marketing.
Post launch, we ran webinars to engage, as well as performance marketing and social media activities tying back to the fund.
Campaigns optimized to drive digital transactions on aggregator apps
Focused approach to reach an investor focused TG across 10+ Platforms
Enhanced partner visibility through Distributor focused
automated co-branded content creation Virtual press conferences & webinars to increase reach &
personalized interactions with key stakeholders
Maximising visibility of ‘Sumo’ theme with a digital-first
approach to enable high impact & brand recall
Leveraging Instagram Grid Strategy to GO BIG:
What’s the biggest thing we see on Instagram? A 9x9 grid which takes over the entire brand page. We visualized a massive sumo wrestler with key aspects of the fund - strength, size, agility to build a lot of suspense among the users and to make them wonder about what is the BIG aspect in ‘Something Big Is Coming’.
The idea behind the words used is to resonate the big aspects of the fund. And to show how Strength, Size and Agility brings
Quality, Reliability and Agility that would make this fund a leader in its segment. Apart from that, we also used Whatsapp Stickers, Mobile first creatives & tapped in to Reels
Leveraging Hotstar with a cricket themed visual to tap into the IPL Fever and ramp up visibility
As everything was done digitally this year, we thought leveraging Digital PR would help us gain more traction in addition to our other mediums.
Driving revenue of ₹ 390Cr and 27,000 applicants through Digital Campaigns
With 5 NFOs going head to head during the campaign period: Sundaram Bluechip Fund led the Google Search Trend through the NFO Period
Garnered ~25Cr Impressions in terms of visibility
