MUMBAI: YONO SBI, an integrated digital banking platform by State Bank of India launched its recent campaign 20 Under 20 to felicitate young leaders. Interestingly, YONO SBI took an unconventional route to reach the masses by working closely with over 2000 content creators across India citing the young audience they connect.
The 360-degree marketing campaign saw influencers from every walk of life coming together in support of the 20 Under 20 initiative and propagating the larger message of the campaign. Platforms like TIKTOK, Instagram, Facebook and Twitter were all used in a strategic way to reach the masses and the vote share is a clear indication of the success story.
Over 1.7 lakh people voted for 60 nominations across 10 diverse categories, who were shortlisted by eight eminent personalities including actor Dia Mirza; sports journalist and author Boria Majumdar; Microsoft India MD Sashi Sreedharan; NPCI MD and CEO Dilip Asbe, MD; and social media influencer Mallika Dua among others. Finally, 20 winners were selected basis votes casted by people across the nation.
The campaign was executed by Buzzoka, one of India’s leading influencer marketing companies which was responsible for end-to-end management of the campaign.
SBI chief marketing officer Dinesh Menon said, “YONO SBI is the first and only one of its kind comprehensive, digital only platform that brings together not just banking, financial products, but lifestyle products and services as well. In its initial phase, we deployed a digital-only advertising campaign. Besides using our own social media platforms for distributing relevant content, we took to influencer marketing, Twitter first view, among others”.
Buzzoka CEO Ashutosh Harbola said “It is a pleasure to work with the amazing team of YONO SBI and I wish them lots of luck for their path breaking approach. The campaign truly reflects the connect that YONO SBI cracked with the audience hence making this campaign a truly awesome case study. I am sure a lot of brands will see this as an aspiration in coming years. Also, it is one of the biggest influencer lead campaigns in the history of Indian advertising and we are glad to empower it 360-degree.”
SBI senior manager digital marketing Meghna Chettri said, “Initially, we were apprehensive to approve influencer marketing. However, keeping in mind our agenda as well as the need to garner votes from the youth, we agreed upon fixing this. Post which, the entire flow was discussed, drafted and executed in collaboration with the influencer agency partner, Buzzoka, we were convinced with their execution plan. And today, I can happily talk about the numbers we generated. We were able to reach an exceptional number of people through these influencers, who already possessed an impressive follower base.”
