social media casestudy of politician: kirodi lal (rajasthan)
TRANSCRIPT
Social Media Case Study
Introducing NPP
A new party was
introduced to people by
creating a strong Buzz.
Party BrandingBranding in terms of
presenting it as a strong
contender in elections against
the established parties
Engaging Voters
We needed to engage
the voters and keep
them in sync with party
manifesto
Showcasing the need to change
and NPP as the option for it
OBJECTIVE
Party was new to political scenario of state
No pre-existing social media presence
Strong SM presence of competitors - INC & BJP
Pre Campaign Scenario
Multiple media content to showcase Dr. Kirodi Lal’s past works
Broadcasting info about upcoming events like rallies etc.
Promoting the manifesto for the upcoming elections
Interesting campaigns to engage voters and getting feedback
Multiple channels used to tap audience everywhere
What We Did
• Channel for interactivity and community involvement
• Instant communication channelTwitter
• Keeping audience updated with happeningsNewsletter
• Building community & broadcasting informationMobile
Platforms We Used
Few statistics35000+ Fans
400+ Posts
8000+ Page Views
50000+ Engaged Users
45000+ Interactions
0.5 Million+ Reach
More than 94% fans in age group of 18 and above
• Content appealing to youth segment
• News and important updates
• Development work done in the past
• Encouraged people to vote
• Inspiring leadership quotes
• Promoting rally’s schedule
A thoughtful character was introduced as Mascot. He was resembling a literate village guy. It helped a lot in promotion of ‘Vijay Sankalp Rally’. It built a superb brand recall in no time.
Mascot created to connect with people
Objective was to listen to pain points of people. A huge response received.
Pledge Vote for NPP Campaign
Facebook application developed for users to pledge there vote to NPP
More than 15000 voters took pledge over a short span of 7 days
‘Ab ki Baar RAJPA’ Pratiyogita
A step ahead to listen to problems of users live
Thousands of voters participated in the contest
Amplified PR via Social Media
Promoted via Social Media, SMSs, WhatsApp, Calls, SMRs
Live Rally updateson Facebook
and Twitter
Turned out to be Rajasthan’s largest political rally, with 6 Lakh+ people
Some Snippets of Vijay Sankalp Rally
Some Snippets of Social Media Posts
Some Snippets of Social Media Posts
Aggressive Campaigning in last 10 days
A mini campaign – asked all fans to change profile icon 5 days prior to voting. More than 700 people did that.
Few statistics
16000 Miss Call Registrations
18,00,000 SMS sent
38,000 WhatsApp Messages
30,000 Voice Call
• To drive registration campaign via miss calls
• Regular feed of SMSs to registered audience
• Recorded voice call to the registered users
• WhatsApp as a channel to increase reach and viral share of the curated content
• Information about happenings, events, rallies
Regular Newsletter Blast
22%+ Open Rate
10,0000 Recipients
• Timely newsletter campaign for target audience
• To keep audience updated with the details of upcoming events, past developments etc.
• Researched design and layout of the newsletters
Few statistics
Newsletter Campaign
We carried out regular email marketing campaigns to reach out to the target audience. Got very good response to this as well
What We Achieved
Dr. Kirodi Lal and his wife Golma Devi Won the Seats
Positioned as the third alternative to previous governments