Case Study
Leveraging Social Media to Amplify CSR Impact
About the Client
The client is a leading real estate developer in India, actively involved in Corporate Social Responsibility (CSR) initiatives to strengthen their community presence. As part of their sponsorship of a highly recognized local festival, the client sought a creative way to engage their audience and promote a meaningful cause.
Objective
To amplify the client’s CSR efforts during the event and launch a viral campaign that connects their real estate brand with a socially impactful cause, without using paid advertising.
Challenges
Limited budget with no paid promotions.
Required a campaign that not only generated organic engagement but also connected with a larger purpose.
Needed to integrate the event sponsorship into a meaningful digital strategy.
Our Approach
Activities Conducted:
Conceptualizing the Campaign:
Created the #EduSelfie initiative, combining the trending “selfie” culture with the cause of children’s education under the CSR umbrella. For every 10 selfies submitted, the client pledged to educate one child.
Social Media Platforms Used:
Focused on Facebook, Twitter, and Instagram to maximize organic reach and engagement.
Campaign Phases:
Launch and Awareness: Encouraged users to post selfies with the hashtag #EduSelfie.
Highlighted the education pledge to inspire participation.
Celebrity Endorsements:
The campaign gained traction when celebrities joined, including prominent actors and influencers. This added a viral element.
Event Integration:
Promoted the event sponsorship through branded creatives and posts tied to #EduSelfie.
Results
Participation:
Target: 1,000 selfies over the campaign duration.
Achieved: Over 10,000 #EduSelfies in just 5 days.
Audience Reach:
Daily reach exceeded 200,000 users, purely through organic means.
Celebrity Engagement:
High-profile actors such as Alia Bhatt, Jacqueline Fernandez, and Sonakshi Sinha participated, driving further virality.
Media Attention:
Gained coverage on local and national news channels, further amplifying campaign visibility.
Key Learnings
CSR Campaigns with Clear Objectives Work:
Tying the initiative to a quantifiable impact (educating children) drove significant user participation.
Leverage Trends:
Combining the selfie trend with a cause created instant relatability and engagement.
Celebrity Influence:
Celebrities organically joining the campaign played a significant role in driving virality.
Event Integration:
By connecting the campaign with the event sponsorship, the client successfully positioned themselves as a socially responsible leader in their industry.
