How Windchimes & Yes Bank’s #YESforYOU capitalized on demonetization to drive 5000+ Yes Pay app downloads

Case study by Windchimes & Yes Bank post demonetization to educate and inform consumers to go digital, under the category: 'Social network' for LI Digital Awards 2017

Yes_Bank_#Yesfoyou

The Client

YES BANK is a highly customer-oriented bank and constantly comes up with innovations to ease banking needs of the user. It was established in 2004 and thus it’s a young bank as compared to its competitors. It has positioned itself as an optimistic bank with the sole strategy of resolving customer needs and issues consistently.

The Agency

Windchimes is a global-award winning digital media agency that is redefining conventional marketing from one way brand speak to building a dialogue. We provide the entire bouquet of digital services including Social Media, Web & Mobile Development, Design, Video & Publishing solutions, Social media advertising, SEO, PPC & Display and Educational Workshops.

Problem Statement

Post demonetization, all banks were at the forefront of easing the process of exchanging old notes and making this change a smooth one for their customers. Social media was a primary source of information to give constant updates of cash availability and latest updates. Hence, YES BANK had to maximise the utility of social media to ensure a minimum number of problems for their customers.

Identified Objectives

To educate and assist the masses throughout the demonetization phase and create awareness of customer friendly and easy to use offline and online services of YES BANK.

The Strategy/ Execution

YES BANK had to understand the ground level inconvenience faced by people and provide them with adequate solutions for the same. Hence, #YESforYOU campaign was started to assure people that their bank is leaving no stone unturned to take care of all their needs.

It was observed that people were forced to stand for long hours to get cash so YES BANK came up with a plausible plan of arranging chairs and refreshments for people waiting outside its branches.

The same was showcased on their Facebook and Twitter pages via Twitter Moments and Facebook carousels along with other customer praises received.

Since there was a dire need for alternatives to cash transactions, YES BANK promoted its digital solutions YES PAY, YES Mobile and Debit- Credit Cards through GIFS, carousel posts and FAQs to educate people and create awareness.

Yes_Bank_yesforyou_posts

Ads Created

Facebook

Geo-targeting ads were used to inform the relevant audience about latest updates, for e.g.- recalibration of ATM machines in their area. We promoted #YESforYOU through 3 types of ads:

  1. GEO Targeting – Location Based
  2. Video Ads – To drive traffic to the website
  3. Testimonial Carousel – To build goodwill amongst the audience.

Twitter

We acknowledged the positive responses and the appreciation tweeted by everyone through re-tweets and Twitter Moments (by assembling the responses) and converting it into a video format later. Apart from this, we also promoted our Digital Solutions & Services via rich media like GIFs and videos.

Results

  • Impressions: 7.8 million
  • Engagement: 225k Users
  • App Downloads: 5000+ YES PAY
  • Customer Service Management:
    • Average Response Time of less than 5 minutes
    • Total Positive Conversations on Social Media: 5000+

Observations

It was noticed an alternative was needed for cash transactions hence YES BANK adequately promoted its digital solutions. Constant updates were posted to keep people in the loop of all current events. Secondly, valuing our customer feedback helped us immensely in increasing our engagement and followers on social media.