Creative Execution

Via happy, advisory, topical content we made sure our fans kept interacting with us. Also we used Facebook as a social customer service tool that helped us resolve problems and provide solutions real time. In addition we launched a series of brand relevant and socially topical activations which further helped us connect with our social audience.

Our Facebook community grew and today we have a family of 1.8 million fans. We have an average of 7% of our fans conversing with us regularly and have managed to achieve an organic reach of over 8 million and a total reach of 140 million. We addressed 1942 complaints and solved 93% of those, thus generating social ROI.

We wanted to establish its space in the digital market and not only inform people about the various products on offer but also connect with them on a more personal note. We analyzed when is it that our audience loves to hear about us and made sure we initiated a conversation at that time. This worked for us as our Facebook engagement was maintained and our fans kept interacting with us. We started using Facebook as our social customer service tool, which helped fans and customers connect with us and share their complaints – which helped us solve them in a trackable format and thus help provide solutions real-time. Customers did not need to go through endless helpline numbers – all they needed to do was type out their complaints and message us on Facebook and our team responded to them within 2 hours from Monday to Friday