Driving consumer engagement through social media pages is no piece of cake, keeping in mind the critical need for apt content. Many a times, it has been noticed that the content displayed on pages of brands manages to evoke a response but is totally unrelated to the type and nature of the brand. However, there are a few brands that seem to have understood the basics well and are exploiting the medium more efficiently than others.
On the lines of its tagline ‘Khayal aapka’, ICICI Bank has managed to create an active Facebook page with content that is in sync with the nature of the bank. The bank organises contests, quizzes and poles that urges users to know more about the services ICICI provides. It also has an official Facebook application that helps users check their balance, generate mini statements, etc.
Keeping in mind the adage ‘a picture is worth a thousand words’ ICICI launched the ‘Khayaal aapka’ photo contest on Facebook. The contest encouraged fans to upload an original photograph clicked by them that conveyed the message ‘Khayaal aapka’.
Designed by BrandAppZ, the campaign had a special jury that judged all the entries.
“The current slogan of ICICI is ‘Khayaal Aapka’ which simply means that ICICI takes care of its customers in the best possible way and is at their service 24x7. BrandAppZ was given a task to build a campaign around this theme – a campaign that reflects the same idea. We decided to go for a photo contest considering it as the best way of expression,” said Harpreet Bhatia, Co-Founder and CEO, BrandAppZ.
The contest received more than ten thousand entries. It was also promoted on contestdhamaka.com and a small part of the budget was used on Facebook Ads as well to hook the right target audience.
ICICI has been keen on its online reputation and thus has launched a number of social media campaigns in 2012 such as ‘Personality quiz’ and ‘Fan of the month’. Although not all initiatives can bring in RoI and in spite the serious nature of the business (BFSI), ICICI has tried to up its engagement level through social media.