Increasing engagement and awareness for Tata CLiQ on Instagram
Industry
Services
E-Commerce
Video Creation & Marketing
Social Media Marketing
Influencer Marketing
Industry
E-Commerce
Services
Video Creation & Marketing
Social Media Marketing
Influencer Marketing
Campaign Objective / Client Brief
Before the COVID19 pandemic, working-from-home was a welcome change that the working class youngsters of the country looked forward to and cherished. Unexpectedly, people started missing working from their offices and everything that came with it during the lockdown months. Tata CLiQ, with a consumer base consisting of a large number of these working-class adults, reached out to us to create a heartwarming campaign that could feel like Chicken Soup for the Working-From-Home Soul. Thus we set off to make something that could remind, reassure, and make our audience rejoice in the nostalgia of what now seems to be like their Good Ol' Office Days.
Strategy / Execution
By the time we could get started with creating this campaign, a few media houses had already created small pieces of content on how the employees miss workplaces and everything that came with it. But we thought, hold it. A few people have indeed narrated this tale via the stories of employees and the things they miss about Office, but none of them had done it from the perspective of the stories of Office and things that it misses about people.
Thus #YouMadeItCliq was born. A campaign of the Office, by the Office but for the employees.
Now that we had a big idea, a question arose, how do we actually make it big? As almost all our target audience were spending their time indoors, there was a rise in the usage of Instagram as a platform and along with it its various features. Since the brief included that Tata CLiQ wanted to improve their Instagram engagement, there was never a better opportunity to use AR Filters on Instagram.
Now that we had a big idea, a question arose, how do we actually make it big? As almost all our target audience were spending their time indoors, there was a rise in the usage of Instagram as a platform and along with it its various features. Since the brief included that Tata CLiQ wanted to improve their Instagram engagement, there was never a better opportunity to use AR Filters on Instagram.
Tag a colleague
Try the filterWe came up with an interesting AR filter that helps the users to tag that one office friend they miss the most. This filter gave out quirky answers every time you used it and the users had to tag their friends of whom the filter reminded them of the most. This process thus created a chain of UGC content. In order to improve the reach of this filter and therefore the campaign, we teamed up with 25+ influencers on Instagram. These influencers were asked to use the filter and create a story on Instagram, to let their colleagues / work buddies / co-influencer who they worked with.
On social media, users would believe in the messaging and services of the brand if it comes from anyone but the brand. This user behavior gave us the opportunity to use one more path to propagate our campaign messaging. We used social discovery channels and platforms which had far more reach than Tata CLiQ on Instagram to showcase our video. This process not only multiplied our reach capabilities but also improved the authenticity of our message.
Not just video and an AR piece, we also created a series of doodles and comic-based static assets on Instagram to help increase our campaigns reach. These static posts would talk about how various inanimate objects from the office are missing the employees, therefore, drawing a direct correlation with the video.
3.9 Million+
People Reached
6.4 Million+
Impressions
2.7 Lakh+
Engagements
3.5 Lakh+
Video Views
4.9K+
Filter Captures
The video along with the static posts was promoted on Instagram to a pan-India working-class audience for more engagement and reach using Facebook’s RnF buying technique.
3.9 Million+
People Reached
6.4 Million+
Impressions
2.7 Lakh+
Engagements
3.5 Lakh+
Video Views
4.9K+
Filter Captures
The video along with the static posts was promoted on Instagram to a pan-India working-class audience for more engagement and reach using Facebook’s RnF buying technique.
