KEF Infra is one of the thought-leaders in the infrastructure industry and is a pioneer of offsite manufacturing in India. Instead of following traditional construction practices, they manufacture individual components of a building (columns, beams, hollow core slabs, wall panels, staircases, windows, doors, bathroom units and facades) at their 1 million sq ft factory in Krishnagiri, Tamil Nadu and then later transport and install them at the construction site. By industrializing the construction process, they offer their clients efficiencies in terms of both time and money.
Their factory at Krishnagiri, KEF Infra One, was to be launched on Dec 19, with a 1 week pre-launch phase and a 1.5 month post-launch phase. They were inviting dignitaries like Mr. Narayana Murthy (Founder, Infosys) and had set up an immersive 360-degree LED display to inaugurate the factory in style. When they approached us to handle their entire Digital & Social Media Strategy, we couldn’t wait to say yes.
As is with any social media strategy, the four main components were: Strategy, Creative, Technology, and Content.
The brand was to be newly launched in India and had zero social media presence. Since the lead time we were given was really short (<5 days), three social media channels were identified – Facebook, Twitter and Linkedin – as the focus areas for the strategy. Content tailored to each channel was to be produced on a weekly basis. The content was to be a healthy mix of static creatives, GIFs and videos. The hashtag #FastForwardIndia was decided as the unifying point for all the content, where we would talk about the brand’s efforts to speed up development in India.
We identified two kinds of audiences for our content. The first was the general public, who had to be educated about KEF Infra’s offerings and about offsite manufacturing. The second was the infrastructure industry, as well as their prospective clients (education, business, healthcare, hospitality industries) who had to be educated about the advantages KEF Infra offers and why KEF Infra should be the first choice on their next project.
Mullen Lintas had been hired as KEF Infra’s creative agency and were responsible for creating the overarching Fast Forward India campaign as well as the base creatives and ATL campaign. Our job was to adapt and use these creatives ingenuously to create interesting, targeted content which would appeal to both kinds of audiences. After drawing up a rough content schedule, the creative team started working on two content buckets for the two audiences. GIFs were used to visually show viewers how buildings were constructed quickly by KEF Infra and how the brand plans to fast forward the country’s development. Videos were used as teasers for the event and factory launch.
We had a very short period of time in which we could build up a buzz for the event. In light of that, we had to come up with innovative ways of spreading the word about KEF Infra and their campaign. This is where Thunderclap comes into play. Thunderclap is a platform which can be used to spread the word about any campaign on Facebook and Twitter. We designed a promotion on Thunderclap which incentivized users to read about KEF Infra and subscribe to the campaign. In addition, we on-boarded relevant influencers from the infrastructure industry to talk about the brand on Launch Day, Dec 19.
The content mix was static creatives, GIFs and videos. Facebook had content tailored for quick consumption – 30-60s videos and GIFs. After the launch, a video series “In A Minute” was started where we took longer video speeches from the various personalities at the event and cut them down to bite sized one minute videos. On Twitter, a daily quote campaign was launched from day 1 and involved a picture quote on technology / innovation / business and relevant information about KEF Infra was mentioned in the tweet. In addition to this, the entire launch event was live tweeted from Krishnagiri, with our team capturing live videos of various speeches and posting them on Facebook and Twitter. After the launch event, more content was created to sustain the buzz created by the successful launch campaign.
A happy client is a happy agency. On the heels of this extremely successful campaign, we pitched for, and successfully signed a one year retainer contract for Digital and Social Media services, so do stay tuned for some interesting content in the coming few months!
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