ICICI Case study is a “real life report relating to a particular event, over a period of time.” They play a vital role in the deep understanding of an event and facilitate the information pertaining to process of such event. Similarly, case studies on social media and marketing brands brings out the creativity and innovation. Brands from all sectors have been actively creating strategies to promote their campaigns through social media.
ICICI has made use of Social Media platforms and undertook various well-planned online campaigns to promote and educate netizens on their investment tools and services. Cashvenger, digital mascot of ICICI’s #LiveWithoutCash campaign, and the protagonist who teaches youth about the benefits of Debit and Credit Cards. The campaign for focused on six plans for youth to go online and cashless with the help of credit and debit cards. It also included a series of digital creative images posted on social media
Concept behind the campaign “While consumers in India moved to cards a while back, majority of them still use their debit and credit cards in a very limited way. Most often, customers will repeatedly use their cards only for a specific transaction, and wouldn’t bother venturing into other transactions. The campaign targets consumers between 25 to 34 years of age. ICICI Bank did extensive research on behavior patterns of consumers and divided the consumers into six broad segments which are now part of the campaign as five characters – Impulsive Isha, Privilege Pratyush, Rewards Rani, Secure Sudhir, Selfie Shruti and Convenience Charlie. The campaign is strewn together by Cashvenger, the main protagonist who teaches the benefits and value of going cashless to these six characters in a fun way.
Currently, the campaign is online at http://www.livewithoutcash.com There have also been print ads and moving forward, they are also looking at on-ground activation.
Experienced Marketers spend more time on Social Media
One of the big concerns many businesses have with social media marketing is the time it takes to run campaigns and see results. But this study proves that even though it takes time, experienced professionals continue to increase the time they spend on social media marketing. Why? Because they see great results and tangible business benefits in the long run of the marketers who have been working on social media marketing for 2 years or longer, at least 64% spend 6 hours or more per week on social media activities.
Customer Acquisition is the primary focus for marketing activities to be carried out in 2016 for majority (58%) of India Marketers.
For 50% India Marketers, e-Marketing revenue contribution is above 10%: 85% of the Marketers are tracking revenues generated through e-Marketing activities for their business. 50% of Respondents report that e-Marketing activities are contributing more than 10% of share of their revenues.
80% of India Marketers believe that integrated campaigns (Email, Social and Mobile) can result in moderate to significant increase in conversion rates.
Social Media updates was the top choice for achieving maximum customer engagement (46%) followed by email campaigns (28%).
Social Media (66%) tops the list of marketing activities being planned for 2016. Email marketing is voted by 53% of India Marketers. More than 50% of the Marketers are planning to increase investment in Marketing activities.
The last 5 years has been fantastic in the Indian Social Media landscape. The growth was not just seen in the usage of Social Networking sites, there was a massive interest shown by a lot of Indian brands on this platform.