case study : Outbound Marketing and Social Media

REGIONAL POLITICAL PARTY

objective

• Connect and positively influence tech-savvy urban voters for India’s 16th General Elections
• Keep a tab on the political sentiment that is best monitored online

STRATEGY

• Build the party website, activate social media networks and design a cross-platform mobile app
• Use an agile media buying plan by adopting A/B testing in a restrained budget
• Employ advanced analytical tools to analyze & optimize the cross-channel plan

EXECUTION

• Developed website better than comparative party sites with limited budget and time
• Established social media channels presence and drove reach/engagement through mix of organic and inorganic
• Employ advanced analytical tools to analyze & optimize the cross-channel plan
• Synchronized online content updates with party’s on ground campaigns and canvassing with prompt flow of images, the campaign trail of the minister, grievance re-dressal forums, feedback generations, polls etc.
• Plan was put into action, optimized and accomplished on various social media platforms such as YouTube, Facebook and Google.

OUTCOME

• In less than two months, increased reach and engagement by 400%
• The Party won a record fourth term in General Elections 2014