The Campaign

Social media platforms are a great way to reach a mass audience, and market your cause. But often, campaigns die because they look shallow and aren’t convincing enough. And how many videos can one consume that evoke the feeling of sadness? We feel compassion, but what happens next? We tapped the one emotion that no one had tapped: Anger, and used it to connect with our audience. The idea was to do a social experiment, create videos out of it for our social platforms and convert emotion to awareness to action, in real time. The powerful message we wanted to convey was that we cared about the same things and got angry at the same things. It was time to start a conversation and take action. Together. There was a need of an intervention.

Creative Execution

To deliver a riveting blow, our videos ended with the poignant line: Are we getting angry for the right reasons? We started with a survey on Twitter asking people to vote for the situations that got them angry. From our Twitter survey, we found out the top three situations that angered them. To bring out the irony, we did three social experiments with hidden cameras that compared the situations which angered people with those that didn’t and put a scorecard. In each film, passersby react to unorthodox social behavior, but ignore unhygienic habits. So, urinating in public is ignored, but a girl holding a pack of sanitary napkins is judged. Passersby stare at a girl in a short skirt offering prayers to an idol but not at people littering the same spot. Timeline: Ongoing We hosted the videos on Facebook to drive conversations and used Twitter for amplification. Scale: National

SOCIAL EXPERIMENT 1 | SOCIAL EXPERIMENT 2 | SOCIAL EXPERIMENT 3 • Organic Reach - 4,183,877 | 650,377 | 3,816,538 • Video Views - 1,600,990 | 361,710 | 1,125,458 • Reactions, Comments and Shares - 47,616 | 9,407 | 28,273 • Post Clicks - 860,371 | 68,585 | 473,352 • Minutes viewed - 1,268,110 | 240,342 | 743,046 • Unique viewers - 1,538,313 | 351,758 | 1,045,356 • Total number of comments received on video - 380 | 202 | 120

Whether you turn on the television, open the newspaper or log on to any social media platform, the sense one gets of the Indian youth, which constitutes about one-fourth of the population of the country, is that of anger. Today, there are 2.307 billion active social media users globally. That’s nearly one-third of our planet’s total population, with 142M Facebook users only in India; over 90% of these users are on mobile. 66% of the 180 million Internet users in urban India regularly access social media platforms. Our audience was right there. Consuming content on digital. Statistics show that Facebook video viewership has grown from 4 billion to 8 billion average daily video views from 500 million users. Connecting with your audience helps to humanize your brand and build real, authentic relationships. The strategy was to hit the audience and enable them to feel anger, and not just empathy.