About the Collaboration
The industrial coatings industry faced significant challenges in maintaining operations while ensuring safety measures during the COVID-19 pandemic. To promote taking necessary precautions and create a brighter future, the client collaborated with HT Media to launch the "Aaj Careful Toh Kal Colorful" campaign.
The Brand Ask
Industry Overview
The industrial coatings sector faced challenges during COVID-19. Businesses had to ensure employee safety while maintaining operations and adapting to changing regulations. Innovative strategies were needed to sustain productivity and meet customer expectations.
Client Objective
The client had a goal to establish itself as a thought leader in the industrial coatings industry. They aimed to promote the significance of taking precautions during the pandemic for a better future. To achieve this, the client collaborated with HT Media to create a thought leadership campaign. They produced engaging content and utilized different platforms within the HT Media umbrella to spread the message effectively.
Campaign Execution
HT Media executed a sustainability-focused influencer marketing campaign titled "Aaj Careful Toh Kal Colorful." The initiative utilized the Hindustan Times platform, launching the ACKC microsite to leverage credibility and extensive reach. QR code-based CTAs in the messaging in print and digital stories enhanced visibility, emphasizing pandemic precautions for a brighter future. Influencer-led activities on social media covered fitness, lifestyle, travel, and parenting, spreading the message about disinfectants for a safer tomorrow. This comprehensive strategy effectively engaged diverse audiences and raised awareness about the brand and personal safety amidst the COVID-19 pandemic.
Results
- The microsite garnered over 70,000 page views, showcasing strong online engagement.
- YouTube videos received more than 150,000 views, demonstrating a favourable response.
- Native articles accumulated approximately 400,000 page views, indicating significant interest.
- Influencer Nivedith's Facebook video garnered 568,477 views and reached 1,465,176 users, with 41,043 views on YouTube.
- Isha Manju's Facebook video received 3,208,369 views and reached 4,768,481 users, with 61,599 views on YouTube.
- Shifa Merchant's Facebook video garnered 665,650 views and reached 817,302 users, with 3,939 views on YouTube.
- Ayesha Billimoria's Facebook video gained 1,140,797 views and reached 2,648,998 users, with 44,945 views on YouTube.
- Influencer videos on Facebook collectively amassed over 5.5 million views, highlighting extensive audience reach and engagement.
Highlights
Industry Insights & Key Takeaways
Leveraging Influencers for Audience Engagement
Leveraging Influencers for Audience Engagement
Collaborating with influencers from diverse domains across the HT Media platform can increase audience engagement. This showcases the effectiveness of leveraging influencers to reach various demographics.
Interactive Content Integration
Interactive Content Integration
By integrating QR code-based messaging in print and native digital stories, businesses can enhance user interaction and engagement, highlighting the significance of interactive content in driving audience participation and campaign success.
Industry Insights & Key Takeaways
Leveraging Influencers for Audience Engagement
Leveraging Influencers for Audience Engagement
Collaborating with influencers from diverse domains across the HT Media platform can increase audience engagement. This showcases the effectiveness of leveraging influencers to reach various demographics.
Interactive Content Integration
Interactive Content Integration
By integrating QR code-based messaging in print and native digital stories, businesses can enhance user interaction and engagement, highlighting the significance of interactive content in driving audience participation and campaign success.
