HDFC #BounceBack campaign with Wobb pointers
Background
India’s largest influencer marketing platform, Wobb was reached out by HDFC with their initiative to commemorate students, parents, and teachers for their resilience and efforts during the pandemic. Wobb understood the promise of excellence such an initiative upholds and decided to host a virtual convocation ceremony along with HDFC for their #BounceBack campaign. Students were addressed by influential speakers such as Vibha Padalkar, Managing Director & CEO, HDFC Life, Sunil Chhetri, Captain of the Indian National Football team, and Swati Bhargava, Co-Founder CashKaro&EarnKaro.
Problem Statement
The campaign was quite different from the usual brand, product, or service endorsement. The primary objective wasn’t to market the brands but rather to work towards bringing a change in attitude, to pay homage to the hard work and efforts of the students who are referred to as the Covid batch. Considering the nature of the campaign, it was necessary to onboard the right influencers to acknowledge the commendable fighting spirit of the students, teachers, and family members in a difficult time. Together, the two brands facilitated and acknowledged students for
completing their scholastic journey despite the harsh challenges faced by them and their families during the uncertain times brought on by the Covid 19 pandemic.
Execution
Once the ideation was shared with Wobb, the team started researching for relevant influencer profiles that would add value to the campaign and recommend them to the brand. Wobb is an AI-driven platform making it easier to find influencers for specific requirements. Reaching the target audience required influencers that Gen Z can easily relate to, with the right filters on the platform. The brand selected the creators they believed could share the message brand wants to convey with this campaign and onboarded renowned influencers like Chahat Tewani, Ayan
Zubair, and more.
The creative teams from both the end shared the concepts with which the influencers had to create deliverables, and with the feasible submission and review sections on the platform, the brand was able to check the deliverables shared by the creators and suggest feedback post the review. To make the communication process feasible for specific demands the brand managers and influencer managers from Wobb actively participated to avoid any miscommunication between the brand and influencers. Post the approval from the brand, the deliverables created by the influencers went live and Wobb’s team kept a record of the engagement generated by the posts.
Chahat Tewani who achieved more than 17k impressions with over 16k reach, Ayan Zubair achieved 2,41,490 impressions on his video post, Varun Budhadev with close to 16k impressions, and many others.
Key Pointers
The digital marketing channels included: Instagram
The brand targeted a pan-India audience comprising primarily of students who completed their grade 12 during the pandemic, their teachers, and family members.
Motivating videos were created with influencers like Chahat Tewani, Ayan Zubair,
Varun Budhadev.
Targeted messaging was deployed to create awareness regarding the event.
The campaign targetted the student demographic by onboarding popular young and influential creators.
The event took place on Metaverse giving the audience an enriching experience.
The speakers of the campaign included Vibha Padalkar, Managing Director & CEO,
HDFC Life, Sunil Chhetri, Captain of the Indian National Football team, and Swati
Bhargava, Co-Founder CashKaro & EarnKaro.
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