Find out how Standard Chartered Bank, India tapped into the foodie network to build its own community

2. BACKGROUND
Standard Chartered Bank wanted to promote their credit
cards through social media, but they had a few concerns
They had little or no presence on social media in the rest of
the South East Asian region. There was also the possibility of a
negative impact on the brand as seen in the case of other
companies trying to sell their services through social media.

3. OBJECTIVE
The challenge was to make the brand interesting and relevant to the
user, while maintaining a connect with the product
Food was found to be second only to shopping in terms of spends
through credit cards. That justified choosing food as a category of
interest to leverage the brand.
Maintain a refreshing approach to social media in the category.

4. EXECUTION
IFE, a community of food lovers, provided users with suggestions for
food joints, delicacies, etc. based on their tastes and location. A wide
variety of activities kept the users engaged.
Most other brands had taken the approach of promoting their brands
in a direct manner. With IFE, we created a clutter-breaking approach.

5. We created a community for food lovers, catering to their dining
needs through various activities, like:
Daily updates of food recipes, trivia etc.

6. FOODIE FILES APP: It was a platform that took care of users’
dining needs. The app, Foodie’s Files, had a mascot, Foodie,
who took care of the following:
• Helped users choose places to eat, from our bank, based on
their preferences.
• Presented suitable deals.
• Introduced features which make eating out simpler for users.
Allowed users to not only review and rate a restaurant but
also add it to their wish list.

7. We organized the Foodie Awards, which were for the foodies
and by the foodies. Restaurants across India competed against
each other, in 4 interesting categories. The winners were
selected by voters’ choice.

8. RESULTS
In a year, we’ve not only built the country’s largest
community in the Banking, Financial Services & Insurance
(BFSI) category
With more than 6,00,000+ fans and a reach of 55,561,539.
A community that’s constantly growing and has a significantly
large base of active users at any given time.

9. FACEBOOK INSIGHTS
Weekly Total Reach: 300,000+
Daily Organic Reach: 60,000+
Adding 200+ fans on a daily basis

10. FACEBOOK INSIGHTS
300+ page views on a daily basis
As of July an average viral reach of 1 million