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Digital Marketing Campaign
by
CORE INSIGHT
• Meru is a pioneer in the radio taxi industry and Carpool by
Meru is yet another initiative to reach out to ...
BRAND OBJECTIVE
Introduce the concept of carpooling across India, bringing
about a MindShift in the way people currently t...
COMMUNICATION STRATEGY
#DilKaDarwazaKholo
Help India realise the need to open their heart to
others by sharing a ride
#DilKaDarwazaKholo
Carpooling is beyond simply sharing a ride with fellow city
travelers. It is about opening your heart t...
FACEBOOK
ACTIVITIES COVERED
• Introduced and spread awareness about Carpool by Meru
• Launched the hashtag #DilKaDarwazaKholo
• Cov...
Phase 1 - PRE-BUZZ
• Introduced the concept of carpooling to our users
• We explained the various reasons why one should
c...
Prelaunch Teaser
Total Interactions: 1659
Comments: 151
Likes: 11393
Total Interactions: 11575
Launch Day
INTRODUCTORY POSTS
Launch Day
INTRODUCTORY POSTS
Total Interactions: 8229 Total Interactions: 37
Offer Related
INTRODUCTION + PAYTM OFFER PROMOTION
Comments: 16
Likes: 4461
Shares: 45
Total Interactions: 4522
Comments: ...
Themes to encourage
RegistrationsENCOURAGING REGISTRATIONS WHILE HIGHLIGHTING BENEFITS
Make new friends Reduce parking iss...
Themes to encourage
RegistrationsENCOURAGING REGISTRATIONS WHILE HIGHLIGHTING BENEFITS
Save the environment Save MoneySave...
Testimonials
Phase 2 - HASHTAG LAUNCH
• We launched the hashtag, #DilKaDarwazaKholo, with a Facebook
and Twitter Contest to increase in...
HASHTAG LAUNCH
Total Reach: 2,164
Phase 3 – Topical Content
World Car Free Day World Heart Day
Keeping engagement rolling, we picked up trending topics and ...
STATISTICS - Facebook
Talking About 16,470
Total Fans 148,345
Engagement Ratio 11.10%
Total Interactions 26,117
Post Reach...
WHAT WORKED - Facebook
• A distinct visual and engaging identity for Carpool by Meru lead to
an increased awareness on the...
TWITTER
ACTIVITIES COVERED
• Launched & spread awareness about Carpool by Meru
• Interacted with influencers, users and celebritie...
Sample Tweets
Engagement with trending
hashtags
#DilkaDarwazaKholo
CONTEST OBJECTIVES
• To launch our campaign, #DilKaDarwazaKholo, and highlight
the need to share rides ...
Contest Tweets
PARTICIPANT TWEETS
HASHTAG TREND - Twitter
The hashtag trended in India for over 2
hours. This was possible as we were
able to get an average...
CONTEST STATISTICS
Total Tweets 1,703
Total Reach 213,101
Total impressions 1,826,015
#CarpoolCelebCrew Contest
Contest Tweets
Contest Tweets
Hashtag Trend
Hashtag and handle both trended in Mumbai (Trendsmap)
Statistics
WHAT WORKED - Twitter
• Increase in interactions: Once we introduced the hashtag through
the contest, we have substantiall...
Digital Outreach
Website Banner
Website Banner 1
www.merucabs.com
Website Banner 2
www.merucabs.com
In-App Banner
In-App Banner 1
7 Lac User Base
In-App Banner 2
7 Lac User Base
In-App Banner 3
7 Lac User Base
Emailers
Emailer 1
6.4 Lac User Base
Emailer 2
6.4 Lac User Base
Corporate Emailer
Shared with HR Managers at
MNCs
SMS Push to Existing Users
SMS Push to:
• Users who didn’t update the app and don’t have access to Carpool feature
“Update...
CAMPAIGN SUMMARY
Particulars Details
Social Media Outreach 6.6 Million
Digital Outreach 3.5 Million
Total Outreach 10.1 Mi...
THANK YOU
Follow the journey:
www.facebook.com/merucabs
www.twitter.com/merucabs
www.instagram.com/meru_cabs
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Carpool by Meru Digital Marketing Campaign

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As a pioneer within the radio taxi service in India, Meru Cabs once again launched Carpool by Meru, an initiative to make people travel together and give back to others around them.

The Digital Marketing campaign, #DilKaDarwazaKholo, revolved around the sentiment of giving back to people by offering them a ride whilst also enjoying the company of others.

Digital marketing solutions right from social media campaigns to emailers, SMS pushes and banner ads created an outreach providing Meru Cabs with 3x the amount of downloads for its app, whilst successfully creating a MindShift amongst the Indian audiences towards sharing a car versus riding alone.

Published in: Business

Carpool by Meru Digital Marketing Campaign

  1. 1. Digital Marketing Campaign by
  2. 2. CORE INSIGHT • Meru is a pioneer in the radio taxi industry and Carpool by Meru is yet another initiative to reach out to more consumer needs • Carpool essentially helps people traveling through the same route to share their ride • Carpool focuses on helping people across India use their cars, share experiences together, do their bit towards the environment and get rid of the everyday travel issues like parking, traffic, rising fuel prices etc, thereby changing the way we all travel each day!
  3. 3. BRAND OBJECTIVE Introduce the concept of carpooling across India, bringing about a MindShift in the way people currently travel, driving awareness on the benefits of Carpooling and increasing registrations for ride owners and riders
  4. 4. COMMUNICATION STRATEGY #DilKaDarwazaKholo Help India realise the need to open their heart to others by sharing a ride
  5. 5. #DilKaDarwazaKholo Carpooling is beyond simply sharing a ride with fellow city travelers. It is about opening your heart to a new way of traveling and doing your good deed of the day! When was the last time you helped a pedestrian in need of a ride? When was the last time you considered saving your surrounding from the rising pollution and traffic issues? When was the last time you considered saving time & money for yourself & your fellow city travelers? Ride with Carpool by Meru and #DilKaDarwazaKholo!
  6. 6. FACEBOOK
  7. 7. ACTIVITIES COVERED • Introduced and spread awareness about Carpool by Meru • Launched the hashtag #DilKaDarwazaKholo • Covered carpooling benefits from a ride-owner’s perspective • Contests for introducing & promoting the hashtag • Content encouraged users to download the app & register for carpooling
  8. 8. Phase 1 - PRE-BUZZ • Introduced the concept of carpooling to our users • We explained the various reasons why one should carpool and thereby lead them to register their vehicles for this service • A focus on Ride-owners help increase registrations
  9. 9. Prelaunch Teaser Total Interactions: 1659
  10. 10. Comments: 151 Likes: 11393 Total Interactions: 11575 Launch Day INTRODUCTORY POSTS
  11. 11. Launch Day INTRODUCTORY POSTS Total Interactions: 8229 Total Interactions: 37
  12. 12. Offer Related INTRODUCTION + PAYTM OFFER PROMOTION Comments: 16 Likes: 4461 Shares: 45 Total Interactions: 4522 Comments: 151 Likes: 11393 Shares: 31 Total Interactions: 11575
  13. 13. Themes to encourage RegistrationsENCOURAGING REGISTRATIONS WHILE HIGHLIGHTING BENEFITS Make new friends Reduce parking issues Help others
  14. 14. Themes to encourage RegistrationsENCOURAGING REGISTRATIONS WHILE HIGHLIGHTING BENEFITS Save the environment Save MoneySave the environment
  15. 15. Testimonials
  16. 16. Phase 2 - HASHTAG LAUNCH • We launched the hashtag, #DilKaDarwazaKholo, with a Facebook and Twitter Contest to increase instant awareness • The Contest helped increase awareness and educate people on Carpooling • Contest Idea: Users had to tag any 5 of their friends whom they’d love to carpool with, while also telling us why carpooling is the way to go!
  17. 17. HASHTAG LAUNCH Total Reach: 2,164
  18. 18. Phase 3 – Topical Content World Car Free Day World Heart Day Keeping engagement rolling, we picked up trending topics and created content around it
  19. 19. STATISTICS - Facebook Talking About 16,470 Total Fans 148,345 Engagement Ratio 11.10% Total Interactions 26,117 Post Reach 254,501 Average Reach via Posts (Total Reach/ FB Posts) 9,426
  20. 20. WHAT WORKED - Facebook • A distinct visual and engaging identity for Carpool by Meru lead to an increased awareness on the benefits and offerings of Carpool • Registrations for the service saw a healthy increase via social media, through organic and media efforts, through engaging content and creatives, along with consistently driving the benefits of Carpooling • The usage of a contest to kickstart the campaign communication, #DilKaDarwazaKholo helped drive a direct connect between Meru and their new service, Carpool by Meru
  21. 21. TWITTER
  22. 22. ACTIVITIES COVERED • Launched & spread awareness about Carpool by Meru • Interacted with influencers, users and celebrities to educate and create a demand for Carpool • Made #DilKaDarwazaKholo trend across India, giving it higher outreach • Created awareness amongst celebrities using #CarpoolCelebCrew, again trending across the city
  23. 23. Sample Tweets
  24. 24. Engagement with trending hashtags
  25. 25. #DilkaDarwazaKholo CONTEST OBJECTIVES • To launch our campaign, #DilKaDarwazaKholo, and highlight the need to share rides to those around you • To educate people on what Carpool by Meru is • To drive awareness and registrations amongst ride owners and riders
  26. 26. Contest Tweets
  27. 27. PARTICIPANT TWEETS
  28. 28. HASHTAG TREND - Twitter The hashtag trended in India for over 2 hours. This was possible as we were able to get an average of 8 Tweets per user which thereby led to them staying hooked to our page and respond to all our tweets.
  29. 29. CONTEST STATISTICS Total Tweets 1,703 Total Reach 213,101 Total impressions 1,826,015
  30. 30. #CarpoolCelebCrew Contest
  31. 31. Contest Tweets
  32. 32. Contest Tweets
  33. 33. Hashtag Trend Hashtag and handle both trended in Mumbai (Trendsmap)
  34. 34. Statistics
  35. 35. WHAT WORKED - Twitter • Increase in interactions: Once we introduced the hashtag through the contest, we have substantially increased the interactions on our handle • Contests Trended organically: The hashtag successfully trended in India with over 1700+ Tweets. #CarpoolCelebCrew too trended with over 1500+ Tweets • Increase in hashtag awareness: As the main objective was to get the word out about the campaign, we were able to build a recall value of #DilKaDarwazaKholo • Tweeting to Trending Hashtags Witty use of the trending hashtags led to increase in awareness and cross-promotion by brands like HP India and Quikr etc.
  36. 36. Digital Outreach
  37. 37. Website Banner Website Banner 1 www.merucabs.com Website Banner 2 www.merucabs.com
  38. 38. In-App Banner In-App Banner 1 7 Lac User Base In-App Banner 2 7 Lac User Base In-App Banner 3 7 Lac User Base
  39. 39. Emailers Emailer 1 6.4 Lac User Base Emailer 2 6.4 Lac User Base Corporate Emailer Shared with HR Managers at MNCs
  40. 40. SMS Push to Existing Users SMS Push to: • Users who didn’t update the app and don’t have access to Carpool feature “Update the app & check out the new service, Carpool by Meru. Register your car & get Rs.50 on completing the 1st ride.” • Users who updated the app and have access to Carpool “Get up to Rs.450 by offering rides on Carpool by Meru. Get your car registered & start carpooling!”
  41. 41. CAMPAIGN SUMMARY Particulars Details Social Media Outreach 6.6 Million Digital Outreach 3.5 Million Total Outreach 10.1 Million Impact of Carpool by Meru in 2 months: • 3x user growth MoM for the Application • + 11% sustained engagements related to Carpool by Meru • People have been MindShifted towards taking Carpools in India!
  42. 42. THANK YOU Follow the journey: www.facebook.com/merucabs www.twitter.com/merucabs www.instagram.com/meru_cabs

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