Why is this work relevant for Brand Experience & Activation ?

Young India has seen many movements recently. But they feel that these movements took effect across platforms because of celebrities and key opinion leaders. This led to a growing gap between the Indian youth and Twitter as a platform, where they felt that their Tweet had no power to make a difference. So, for its first campaign in India, Twitter wanted to highlight the democratic power of the platform by reminding them that movements don’t happen because of a few people, but when people come together. We demonstrated this by geo-targeting the youth, through billboards and digital films.

Background

From breaking news to iconic moments, Twitter has been a platform that brought India together for conversations ranging across diverse topics. But, it was losing relevance with young Indians who preferred other platforms to have conversations and to voice their opinions. They believed that to affect change through Twitter, one needed to be a notable influencer or a celebrity. The task at hand was to establish Twitter as a platform that listens to the youth and can be a tool to bring about change. So, for its first ever consumer campaign in India, Twitter needed to talk to the Young Indian reminding them about the power of the platform and more importantly the collective power of their individual tweets.

Describe the creative idea (20% of vote)

The Indian Youth felt that they don’t have the power to create change in the country. But what they don’t realise, is that movements don’t happen because of famous personalities, movements happen when people come together. Twitter wanted to remind young India that, ‘No Tweet is too small when we Tweet together’. We created a campaign that highlighted the democratic power of the platform and how individual tweets have transformational power when they become a collective voice on Twitter. We took movements created by people and highlighted their popular hashtags. We geo-targeted these on billboards in cities where these hashtags trended the most, reminding the people that they were the ones responsible for the movement to take effect. We also spurred social conversation by creating a digital film that traced an everyday Tweet and brought out the collective power of Twitter as it snowballed into a revolution.

Describe the strategy (20% of vote)

The campaign objective was to find relevance for Twitter in the lives of Young Indians between ages of 18-25.They are curious about what’s happening around them and talk about it everywhere, except Twitter. So we interviewed, lived and delved into social conversations of around 300 young Indians from different parts of the country and understood that : 1.Local trends are equally important as Global trends 2.Outdoor advertising is shareable when relevant and contextual 3.Digital Video streaming apps are the new TV Our social listening helped us identify the movements/trends from the past few years, that young Indians participated in to affect a positive change in their day to day lives. Based on our learnings, we decided to take a less conventional route to reach out to them. We used localised outdoor advertising and a digital film, targeting them to the cities where these hashtags trended most.

Describe the execution (30% of vote)

We started with a social media sentiment analysis of the target audience to understand which were the movements on Twitter that young Indians were an active part of. We shortlisted 12 movements that started from different parts of the country on Twitter, but went national. We crafted visuals that explained the story behind the movement. These were then geo-targeted through billboards across 5 cities where they trended most, so that people could own the movements that they had created. In Delhi, we chose #LahuKaLagaan – a movement urging the finance ministry to abolish taxes on sanitary pads. In Mumbai, we chose #MumbaiRains, that brought Mumbaikars together when the city halts due to rains. We supported this with a digital film that showed the journey of a Tweet made by a youngster in angst, which snowballs into a revolution to save water. This film was aired on VOD and streaming platforms.

List the results (30% of vote)

Our launch campaign garnered over 1.26 BN impressions across the different touchpoints. We reached around 110 Million unique users through the campaign. The campaign led to a 19% lift in Brand Interest. Our digital film garnered 57M+ views across digital video platforms. More importantly, the campaign led to policymakers adopting #WeTweet to address the youth and their issues and the youth responded.Aditya Thackeray, a popular youth leader from Mumbai used #WeTweet as a platform for citizens to address their issues. The Mumbai Municipal Corporation adopted #WeTweet as a platform to address civic issues before the monsoon rains wreaked havoc on the city. Young citizens responded with their issues as tweets actually making #WeTweet a platform for Indians to voice their issues. Twitter clientele from across the globe raved about the tone and impact that the campaign had created for the brand.