Social Media Case Study: #CrackBudget2013 by Karvy Private Wealth

Agency Name:

Everymedia Technologies Pvt. Ltd.

Brand Name:

Karvy Private Wealth

Objectives:

The objective was to cement the brand's identity as a Financial Advisor with a distinction of being an unbiased expert. To do this, an informative and interactive approach was used to educate prospective investors on the Budget by making it fun and interesting.

Execution:

To break through the clutter and grab the attention of the audience, we devised a campaign that educated an informed in an interesting and interactive way. Using digital mediums to our advantage, we roped in the brand’s Twitter handle to run a contest around the highlights of Budget 2013.

Contest:

#CrackBudget2013

The contest had ten questions that highlighted the Budget 2013. The format of the contest required participants to tweet and use their Budget-related knowledge to the fullest.

The questions were centered on the rise in surcharge rates to various important initiatives towards investments. Owing to its uniqueness, this contest managed to captivate the interest of many Twitteratis. It also prompted people to test their knowledge and incited prompt and active responses.

Results:

The complicated Budget facts presented in a fun contest format grabbed the limelight quickly. Within 2 hours of its launch, #CrackBudget2013 became the top trend in India.

The simple contest with a combination of knowledge and fun was hugely applauded by the audiences as is evident in the numbers:

Within a day the Twitter handle of the brand saw an increase of 81 followers.

The contest saw 65 participants and 600 replies.

#CrackBudget2013 reached 3185 accounts with an exposure of 16,947 impressions.

With 650 re-tweets and 35 favorites, the tweets of the contest were all over the net.

Karvy Private Wealth became the first and only Financial Advisory Firm to begin an initiative of educating the consumers about the essentials of The Union Budget of India.

The one day activity innovatively designed to harness the maximum benefit out of the chosen social platform reaped the desired outcome to the brand.