1. Social Media Campaign Review: Where do you belong? HDFC Bank along with Diners
Club International is here to show you.
HDFC bank is known for making commendable use of social media. Instead of just being a
digital megaphone and marketing itself, it is engaging in conversations across multiple
platforms and has built a community already. Here, we review its recent campaign with
Diners Club International - “Where I Belong”
Objective:
The objective of the campaign is clear enough – to generate leads for the HDFC Diners Club
International Credit Card by showing the users a glimpse of their thrilling future ahead.
Execution:
“Where I Belong” is a Facebook application which gives users a sneak peek into a future full
of amazing travel experiences and is aimed at showing them where they ‘belong’.

2. The app begins by soliciting answers from the users to a set of questions related to their
preferences.
Based on the options selected, users are presented with a futuristic version of their own
timeline which goes all the way from 2014 to 2018, replete with pictures and videos of
exciting travel experiences shared.

3. The posts are customized well enough with likes and comments by the user’s friends.
The app succeeds in taking the user through a captivating journey into the future and is
complete with a link to the website for lead generation.
Positives:
The campaign has cleverly made use of the timeline feature of Facebook . Since the HDFC
Diners Club International Credit Card offers special privileges for travelers, the theme has
been integrated in an excellent way in the campaign. Customization of content, both in terms
of the user’s preferences and realistic comments on the posts make the journey more
believable for the user. For lead generation, a link to the website remains constant at the top
as one scrolls through the timeline.
Scope For Improvement:
While the entire campaign has been packaged in an interesting way, the journey seems a tad
tiring. The timeline goes all the way from 2014 to 2018, finally showing up the option for
users to share the journey with their friends. There is not much buzz around the campaign
online, hence the quantity of leads generated could be low. Again, while the app guarantees
to generate some leads, the quality of the leads generated is questionable.
Conclusion:
The “Where I Belong” campaign has been wonderfully ideated and packaged. However, it
could have been executed in a better way with a timeline that is realistically engaging – not

4. too long or too short, but within a potentially achievable timeframe. Also, more buzz around
the campaign could have aided the generation of leads, which is its primary objective.