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Dera Sacha Sauda's Ho Prithvi Saaf Campaign Report
- 1. Dera Sacha Sauda’s #SwachhMumbai Drive
- 2. Brief Received • Objective: Create Awareness and drive a Change in the Society. • Positioning: Dera Sacha Sauda has been a forerunner in the mission #MyCleanIndia. Guruji along with his volunteers have already cleaned 27 major cities of the country in just a few hours on the day of the drive. • Key Messages: – Cleanse the planet Earth, to remove Diseases and Curse! – Guruji along with his volunteers have already cleaned 27 major cities. On Oct 28th it’s gonna be Mumbai – 28th City! – Mumbaikars, get ready for a Clean Mumbai. – Clean Mumbai Drive under the leadership of Guruji and in the presence of the Governor of Maharashtra, Celebrities, Business Tycoon and Volunteers.
- 3. Campaign BIG Idea • Introduce Dera Sacha Sauda’s…. – Three Change Agents – Arise, Go-Forth and Conquer. • WHO? – Arise: He’s the one who has been Sensitized. He isn’t ignorant anymore. He uses Social Platforms to spread awareness. – Go-Forth: He’s the one who’s involved. He has a broom in his hand & he’s passionate about a Clean India & a Diseases-free India. – Conquer: He goes an extra mile. He spreads the message amongst peers, lobbies with local change agents & works with Government bodies at the National level. – It’s YOU – You have to ARISE… passionately GO-FORTH and utimately CONQUER!
- 4. Engagement on Facebook Introduce… Reinforce… Encourage
- 5. Introducing: Arise, GoForth & Conquer
- 6. Reinforced Event Date & encouraged Participation
- 7. Disseminated a Few Key Messages
- 9. Facebook Results • From Oct 24 to Oct 28 – 57 posts (status update + picture posts + links + cover photo update + event creation) – 914,519 impressions recorded over 5 days (lifetime recorded impressions are higher) – 404,891 unique people saw one or more post over 5 days (lifetime reach is higher) – 64,375 active engagements recorded over 5 days (lifetime engagements are higher) • Ad Campaign (Ran from DSS existing FB Ad account) – Page LIKE campaign was created and promoted to people residing in India. 3555 new page likes were recorded.
- 10. Engagement on Twitter Seeding… Discussion… Encouragement
- 13. Twitter Engagement Plan • From Oct 24 to Oct 28 – Over 50 unique tweets were created (event promotion + live discussion + live updates) – Two hashtags: #HoPrithviSaaf & #AriseGoForthConquer were used & both trended; over 300 new followers recorded on Oct 28th • Live Discussion & Trend Creation – 18 tweets with 10 questions were planned beforehand to engage Twitter audience – As per Trendsinalia India - 3,377 users and 3,971 tweets (3710 RTs) in 2 days made #HoPrithviSaaf a Trending Topic in India. – As per Trendsinalia India - 43,002 people could have seen #HoPrithviSaaf since its 1st mention until it became a Trending Topic. Many more would have seen it after it became a Trending Topic.
- 14. Google Ad Campaign Recorded 1971691 impressions & 2900 engagements
- 15. Can We Assist You?