BRIEF:
RR Kabel presents CNBC-AWAAZ Real Estate Awards, from the past 13 years has always aimed at boosting the Real Estate enthusiasm in India and rewarding its excellent accomplishments. These awards identify and honour professionals who have envisioned and created marvels in the real estate industry.
OBSTACLES:
There are more than 100 brands giving awards to Real Estate leaders in this sector, our obstacle was to stand out amongst the rest and maintain our 13 years of legacy by being the most prestigious award in the Real Estate Industry.
This is not a one-time award, but a year-long award; where first the zonal areas are honoured, followed by the national awards. Our main challenge was to maintain the buzz throughout the whole period of the campaign.
OBJECTIVES:
Our sole purpose was to create a quirky and relatable campaign which would maintain the awareness for almost a year.
To be the most esteemed awards of the Real Estate Fraternity.
CHALLENGES:
Awards were always looked as a communication which is more focussed towards a B2B marketing strategy. Our creative rollout not only ensured that it connected with the B2C audience but also connected in a way that made the B2B leaders drop in their entries.
Our creative strategy helped us get more than 6000+ entries, which were 66.66% more entries compared to last year.
OUR SERVICES OFFERED:
We executed a 360° digital marketing strategy for our client which includes -
- Website Design & Development
- Social Media Marketing
- SEO
- Lead Generation – for getting the entries
- Offline Design Collaterals
PLATFORMS OFFERED:
- Google Analytics
EXECUTION:
Our campaign started with the creation of a mobile responsive website, to ensure we get maximum leads online.
We used Bollywood dialogues, Topical post-dates like Game of thrones, ICC world cup to remind the nomination dates for REA.
Using a series of videos and introducing LinkedIn for the first time to directly connect with the management community of the Real Estate sector, we achieved a massive response (750+ leads that came from Social Media were organic).
A. DAILY DESIGNS/MEMES ON SOCIAL MEDIA HANDLES:
To keep the community engaged, we worked on below strategies:
1) PEOPLE’S CHOICE AWARDS
A new award entry was introduced; where the users would vote for their favourite Real Estate Developer. We were excited to receive a huge response from each zone and the finale, resulting in the crashing of our servers.
2) CHARCHA WITH SHREEGOPAL KABRA:
To ensure that there is no gap in our communication, even though the awards were pushed by more than three months, we created a series of tête-à-tête between Shreegopal Kabra, MD RR Kabel and Vipin Bhat, editor of CNBC-AWAAZ on the current scenario of India's Real Estate sector; including tips from Kabra Ji on achieving success in life.
6,35,970
Reach
1,27,910
Views
2,046
Engagements
27,790
Minutes Viewed
B. INSIGHTS
1) CONTEST – A VIEW FROM MY BALCONY:
After the North and South Zone Awards, due to elections, we had a massive break in our other two zonal awards. Again to keep the community engaged we ran a contest activity - #ViewFromMyBalcony.
The contest received:
- 56 organic Twitter followers & 3000+ page likes on Facebook
- Got 50+ entries in the contest
- It gave us an organic reach of 134.9K with more than 10K+ engagement
2) TWITTER TRENDING :
We did twitter trending activity for every zone with #REAEastZone, #REASouthZone, #REANorthZone and REAFinale, which gave us the following reach and impression for the brand
| South Zone | |
|---|---|
| Reach: | 11.39M |
| Impression: | 24.73M |
| No. of Influencers used: | 250+ |
| No. of Tweets seeded: | 1500+ |
| North Zone | |
|---|---|
| Reach: | 12.57M |
| Impression: | 23.74M |
| No. of Influencers used: | 250+ |
| No. of Tweets seeded: | 1500+ |
| East Zone | |
|---|---|
| Reach: | 4.78M |
| Impression: | 8.53M |
| No. of Influencers used: | 300+ |
| No. of Tweets seeded: | 2000+ |
| Finale | |
|---|---|
| Reach: | 7.33M |
| Impression: | 14.75M |
| No. of Influencers used: | 512+ |
| No. of Tweets seeded: | 1725+ |
3) VIDEOS AND TOPICAL POSTS:
'Video' being the most consumed content in today’s scenario, we noticed that earlier years were not using much of video content. This year we focussed on creating videos for:
- Coming Soon
- Event Countdown
- Nominees
- People choice nominees
We also concentrated on festival posts to connect with the B2C audience and let everybody know - who's the best in India's Real Estate Sector.
RESULTS:
With the total impression of 73.32Mn, the campaign was successful in getting a reach of 36.09Mn. Our unique and innovative digital marketing strategy resulted in 86.1K engagements and more than 3K clicks to the website. Our campaign also resulted in an increased 64.3% follower rate across the social media channels.
