MUMBAI: Following the merger of IDFC Bank and Capital First, the financial institution created a new entity - IDFC FIRST Bank and a new brand proposition - #AlwaysYouFirst. To promote this new customer-first approach and its 7 per cent pa savings account, Interactive Avenues – a Reprise Network Company, which is the digital arm of IPG Mediabrands, took to Facebook, Twitter, Instagram & YouTube to create an influencer marketing campaign.
In partnership with Mastra Media (influencer agency), Interactive Avenues roped in social influencers like Soha Ali Khan, Karan Kundrra, Anusha Dandekar, Mohsin Khan, Siddharth Nigam, Prince Narula and Harsha Bhogle to ensure the brand was always first in consumers’ minds. The agency supported several social conversations through interesting content around Game of Thrones (GoT), Avengers: Endgame & ICC World Cup 2019. The best traction was however received around the conversations on GoT.
A deep dive into our audience’s content consumption habits revealed a preference for entertainment/celebrity content. Capitalising on the growing trend of celeb reaction videos, #AlwaysYouFirst was promoted through India’s first-ever Television commercial (TVC)-reaction video series, featuring the influencers. The TVCs showed people putting the needs of others first and the influencers shared similar moments from their lives in the films. The series created a huge impact and consumers started sharing their own #AlwaysYouFirst stories.
In a bid to connect with the fans directly, Prince Narula took to the streets of Mumbai to do a vox pop that captured heart-warming stories of people in the maximum city.
In addition to this an intellectual property (IP) was created, a micro series called ‘Cricket First with Harsha Bhogle’, to leverage the conversations around ICC World Cup 2019. Through the micro series, hosted on YouTube, Facebook, Instagram and Twitter, fans got first-hand predictions and analysis of India matches. Harsha’s on-time and on-point predictions about Indian #GameChangers like Rohit Sharma and Yuzvendra Chahal led to more fans tuning in. IA also ran a teaser poll called #HarshaAsks on social media to gauge fan opinions.
Talking about the campaign, Interactive Avenues (A Reprise Network Company) COO Shantanu Sirohi said, “IDFC FIRST Bank’s new brand ethos #AlwaysYouFirst is all about people. That’s why we created a people-powered approach in the campaign, that included influencer marketing & user generated content. It was the best way to amplify this message on social media. Getting celebrities and fans to share their #AlwaysYouFirst stories also helped create maximum impact around the brand message.”
Keeping customer experience at the heart of the campaign, IDFC FIRST Bank & Interactive Avenues was successful in making an impact with the #AlwaysYouFirst campaign.
