Digital engagement around Diwali has particularly exploded over the past few years, including all things related to celebrations, family time, decorations, shopping and an exciting and hopeful environment. We want to be around our family and friends and enjoy the joy of festivities with them. No matter how much we plan but sometimes work commitments and our busy schedules makes it difficult for us to be with our loved ones.
Citi came up with the digital campaign #WhatsYourDiwaliDelight. The campaign hit the bull’s eye and drove massive participation for the brand. Creating an emotional connect, the campaign encouraged people to delight their loved ones without being physically close to them.
A lot of people these days prefer going out on trips with family around Diwali, as otherwise it’s difficult to take leaves from work. Also caught in the festive vibe, people set out on a frantic spree of shopping and dining outside. The marketing strategy was effective with Citi teaming up with brands such as Amazon, Snapdeal, Flipkart, Apple, Reliance Digital and Shoppers Stop in shopping and MakeMyTrip in travel. The campaign built on spot-on insights keeping in mind key aspects of audience’s behaviour. The activity commenced after Citi published two branded videos on Facebook, Twitter and YouTube with both videos showcasing how people can plan something special for their loved ones despite not being physically present. The videos went on to garner more than 4 million views.
Moving away from the usual sector-specific promotions on social media by banks, Citi chose to do things uniquely by emotionally connecting with its customers. Citi boosted its online community with the concept of ‘Digital Gifting’ on Twitter and Facebook. It required users to tag the person they would like to surprise this Diwali and share a story about how they plan to make it happen. While the results on both the platforms were equally impressive, the contest created such a social buzz on Twitter that not only did it consistently appear on the national trends but also started trended globally on the last day of the contest. #WhatYourDiwaliDelight rightly met the expectations of the brand generating more than 260 million impressions and delivering a reach of more than 25 million.
To integrate the campaign offline an on- ground event was staged where a Citi Zone was created in a high footfall zone like a shopping mall and shoppers were asked to participate in a virtual reality game thereby winning prizes for their loved ones. There was a synergy with the online activity by having a live twitter feed at the zone and participants were also encouraged to post their selfies on social media. The entire activity witnessed huge participation from customers.
To give a consistent messaging across touch points and to maximise the visibility of the campaign, strategic branding was done at Citi branches, ATMs, malls and outdoor sites. The offline branding built on the festive connect, acting as a reminder of the ongoing Diwali campaign.
As a result, Citi was able to harness the attention of targeted communitiesby putting their consumer at the heart of their broader marketing strategy.The integrated campaign focussed on the unity and emotional experience of Diwali and the message drove massive engagement across social channels.