Vivo India #BeBoldForChange – 4.1M video views & 710K opinions voiced in less than 4 days

Case study by Vivo India for International Women's Day urging women to be comfortable in their own skin by taking the perfect selfie, submitted under the category: ‘Best Use of Video’ for LI Content Marketing Awards 2017

beboldforchange

The Brand

Vivo, a premium global smartphone brand, entered India in late 2014. With a strong focus on “Camera and Music”, Vivo has established itself as one of the top smartphone brands in India. Manufacturing in Greater Noida, the company has a robust distribution network across the country both online and offline, catering the best in class quality services to over 400 cities, in 22 states backed by 400 service centres in India. Dedicated to the youth, Vivo became the title sponsor of the Indian Premier League (IPL) for 2016 & 2017 and recently bagged the title sponsorship for the next five years. Also have bagged the title sponsorship of Pro Kabaddi in 2017 for five years. Conquering the global stage, Vivo became the official sponsor of 2018 and 2022 FIFA World Cups.

Problem Statement

India is a country where women are made to feel conscious about the choices they make in life, thanks to the definition set by the society of an ideal woman for the gender to follow. Be it a career choice, a way of living or just the attire, if the general is not followed, women are judged to be too BOLD for the society to accept.

Vivo India wanted to break through this barrier and reach out to the women of the nation to be comfortable in their own skin and be who they are, without any fear. And what better time to communicate this message than during International Women’s Day. Can Selfies be an agent of change? It surely can.

Identified Objectives

The main challenge was to bring out the core communication of being BOLD which would not have been possible without a strong lead and hence we featured a protagonist the country resonates with the description of ‘A Bold Woman’- Bani J to spread this message and in its own way make a difference.

The video urged women to break free from pretending to be someone who they aren’t and embrace their real self through a Selfie expression. And as a brand, we have always believed in clicking ‘Perfect Selfies’, which is the real you.

Strategy/execution

We conceptualized a video which was in sync with the International women’s day theme, #BeBoldForChange to bring not just a difference to the Indian society but contribute to the world wide campaign.

The video was posted across our social media platforms such as Facebook, Twitter, YouTube and Instagram & it was very well received. With the shares increasing every minute, not just women but even men were appreciative of the content & wanted to bring a change to the society together. With young millennials tagged on the post, our content was reaching out to the future of the nation.

Results

Native portals had their own views:

  • “Best campaigns on social media this day Women’s Day!” – Social Samosa
  • “Bani Kicks Patriarchy, Breaks Stereotypes & Urges Women To Be Bold In This Women’s Day Video” – Afaqs
  • “Here’s How Brands Paid Tribute to Women this International Women’s Day” – Advertising Age

The video was a grand success and we were rewarded with ground-breaking numbers. Through this video, we reached out to 17 million people out of which 4.1 million viewed the video and 710k people voiced their opinion about the video in less than 4 days.

Observations

Women across the country have become much more opinionated & vocal about Women Empowerment. A good insight, a brilliant script & a strong protagonist is good enough to make content viral & well accepted by the TG.

Case study video

Vivo India #BeBoldForChange

Be who you are and be comfortable in your own skin urged Vivo India earlier this International Women's Day.Case study video for LI Content Marketing Awards 2017.

Lighthouse Insightsさんの投稿 2017年10月12日(木)