| Title | KTM | RACING AHEAD OF THE HERD |
| Brand | BAJAJ KTM |
| Product / Service | MOTORCYCLE |
| Category | E08. Community Building / Management |
| Entrant | DENTSU WEBCHUTNEY Mumbai, INDIA |
| Idea Creation | DENTSU WEBCHUTNEY Mumbai, INDIA |
| Production | DENTSU WEBCHUTNEY Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Rahul | Denstu Webchutney | Group Head (Copy) |
| Rouf | Denstu Webchutney | Senior Art director |
| Rowain | Denstu Webchutney | Account Manager |
| Ananda | Denstu Webchutney | Associate Creative Director, Creative ART |
| Varun | Denstu Webchutney | Creative Director |
| Amit | Denstu Webchutney | Senior Creative Director |
| Rashmik | Denstu Webchutney | Motion Graphic Artist |
| Abhishek | Denstu Webchutney | Senior Executive, Social Media |
Our audience don’t care much about racing. Although, they do care about bragging. They love to show off their toys, places they’ve been to and things they’ve done. Our creative idea, was to create a platform that lets them brag with all their heart. While from a brand's perspective this is user generated content. From a user’s perspective, an Austrian brand (one with quite the legacy) has featured them on their page. And that’s something to brag about. Thus ensuring, that user’s don’t just feel like a part of the brand. But they feel they are the brand.
This has not been a one time or a short lived exercise. Building KTM’s Instagram community has been a yearlong exercise, featuring more than 350 posts animated, video and static alike. From a content perspective while most, if not all of our content has been user generated. Our core though was to somehow tie back every piece of content back to the brand philosophy of #ReadyToRace.
We have grown from 50K fans from Jan 2016 to 310K fans in the last year on Instagram. That's 600% organically in a year. We've been told fan page growth and handle engagement rate are inversely related. But, we didn't listen and our engagement rate grew to 6.2% organically. Adding to that, we recorded a month on month growth of page likes from 2000 to 15,000 likes per post.
While our approach largely centered around user generated content that was tactfully curated, we were also successful in leveraging the power of Instagram by presenting visually captivating content that told a story and had a KTM spin to it. The curation and creation of relevant stories managed to fuel the passion in every sports biker. The engaging content created a community of KTM loyalists that gradually turned into advocates for the brand. These new 'fans' helped recruit more members and thereby grew the KTM community. Because we managed to do this organically, engagement levels also grew along with the rise in followers! Hence, we were successful in driving Instagram as a 'SOCIAL ADVOCACY' Platform through our constantly evolving content by keeping the consumer at the center of everything we do.