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NOMINATION FOR MCUBE AWARDS Best Innovation/Creativity in a Social Media Campaign

NOMINATION FOR MCUBE AWARDS Best Innovation/Creativity in a Social Media Campaign. Objectives - Use Instagram to create higher brand recall for bigbasket Increase 2-Way Engagement and User Mentions for the brand on the platform Our Insight -

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NOMINATION FOR MCUBE AWARDS Best Innovation/Creativity in a Social Media Campaign

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  1. NOMINATION FOR MCUBE AWARDSBest Innovation/Creativity in a Social Media Campaign

  2. Objectives - Use Instagram to create higher brand recall for bigbasket Increase 2-Way Engagement and User Mentions for the brand on the platform Our Insight - Instagram is known for its visual appeal but we had to be innovative with our campaigns Campaigns for Topical Days could be used to create unique visuals and innovative ways to tell a story Our Approach- Innovative use of grids – Vertical, 3X3 Grids and Middle Placement Creative Content & Contest Campaigns – content that was useable, useful and shareable so we could increase shares and mentions OBJECTIVES AND EXECUTION Instagram Stories Instagram grids

  3. Instagram Stories • KEY MESSAGING - • Tips that can be useful everyday- kitchen hacks, cooking hacks and interesting care tips for your everyday life. • Trivia - Fun facts people might not be aware of, be it food, lifestyle or a brand that people are super fond of. RESULT: 10,00,000+ Organic Reach on Stories

  4. Instagram Stories KEY MESSAGING - Engaging with people on Instagram with #WhatDoesYourDogSay Campaign where we asked people to submit their pooch pictures and we told them what was on their dog’s mind! 2900+ Organic Engagement 62+ Organic Entries

  5. Instagram Stories • Time to vote! • Understand what people want • Increase 2 -way engagement • Understand key insights on Instagram and in turn use it to retarget users on Facebook with bigbasket product promotions KEY MESSAGING - 20,000+ Answers on votes 1,80,000+ organic reach

  6. Instagram grids - All about being creative! 32X increase in Engagement < May - Nov > 15X increase in Reach <May - Nov >

  7. First creative grid on Instagram The first creative grid we did was a ‘Middle grid’ where every creative was supported with 2 images/reposts closely related to the campaign. Campaign - #SummerMemories Objective – Create a throwback post of summers during our childhood. Impact – Each post had an engagement rate of 65+%

  8. Instagram grids #Throwback campaign series on Children’s Day - Series of GIFS

  9. Instagram grids #WorldHeritageDay Illustrated series to define the heritage of India. Relatable content which increased profile views by 1.75X in the same week.

  10. RESULTS 60,00,000+ 10,00,000+ 40% Overall Reach Overall Engagement increase in Brand mentions 11,00,000+ 2,50,000+ 12,000+ reach on daily stories and 35,000+ engagement organic reach on posts and 7,000+ engagement followers organically • Parallel Amplification Strategies that Supported the Resuslts: • Daily stories on bigbasket Tips, Trivias and Polls • Sharing cookbook recipes • Contests on Instagram for topical days • Encouraging brand mentions with re-posts

  11. CLIENT TESTIMONIAL “ We are delighted as a brand to have achieved a phenomenal organic growth on Instagram within a very short period of time. We believe this is mainly due to the team's innovation in content. All brands use the same platforms, so for us, the differentiator was in coming up with interesting campaign ideas for our category, use of grids and GIF formats that made it continually interesting for our fans on Instagram. With all this and more, HiveMinds has been able to help bigbasket be a trendsetter in social media. ” Anand Bhaskaran Head - Digital Marketing, bigbasket.com

  12. Summary • With creative use of Instagram, we were able to reach more than 60,00,000+ people in the last 6 months. Not only that, we have also increased brand mentions by 40% on Instagram itself. • We have also understood our users’ perspective through polls and redirected them to the product page through Instagram resulting in 288% increase of link clicks through Instagram.

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