Federal Bank launched a social media campaign named ‘Moments of Joy’ on their various social networking websites on 25th July 2013. This campaign consisted of a photography contest which asked users to share their moments of joy through pictures. The campaign is scheduled to end on 10 September 2013. Winners will be given a prizes of worth 1,10,000 /-
Objective:
This is one of the many initiatives taken up by Federal Bank to engage its users and make them aware of their brand. A lot of banks have joined social media lately and have been running successful social media campaigns as well; Federal Bank too has joined the race. They have been in the banking sector for a long time and, through this campaign, are trying to increase their visibility to their customers.
Execution:
The campaign started with an appealing pre-buzz on Federal Bank’s Facebook page. They started off with a Facebook status where they asked users to share their moments of joy.
The Facebook page during the campaign was provided with a particular cover photo, which stayed the same throughout the campaign.
The pre-buzz was later followed by a declaration of a photography contest on August 17. The contest well connected with the pre-buzz, and fans were asked to share a picture which will define their moment of joy.
The primary hashtag #MomentsOfJoy which trended during the entire campaign was able to create an impression among the followers. The users were easily able to follow-up with the pre-buzz due to it. The contest was a theme based photography and the theme was monsoon.
They created a Facebook application wherein users were asked to submit their pictures. In order to participate they were asked to like their Facebook page.
This page is followed by an another page. This page asked participants to fill out their personal details, however, the participant’s name and email id is automatically taken up by the server. The app page also had the list of entries showcasing below, which helped the participant to understand the concept and relate their moment of joy to it.
The campaign and contest is still running and the hype created by the promoters is good. They reminded users of the on going contest through various theme based pictures and statuses. They also encouraged other users to participate by promoting any other participant’s entry with their entry number.
Federal bank even used Twitter for the promotion of this campaign. They created content based on the campaign on Twitter in order to get a response from overall audience, although at a much lower rate.
The hashtag created for the contest #MomentsOfJoy, was also trended on Twitter. The winners would be given a prize of Rs. 30,000 with four consolation prizes worth Rs. 20,000.
Positives:
Federal Bank has been receiving some great responses on their Facebook page with people responding energetically to this contest, uploading some amazing entries which are also visible to the other participants. Their engagement strategy includes liking their page before participating, which is also helping them increase their user base. The participation form shows you the other entries in the contest which encourages other users to participate as well.
The prize money is also very appealing which has called on people to participate.
Scope of improvement:
Federal bank campaign completely neglected Twitter. We know Twitter is full of enthusiastic photographers but the brand was hardly able to harness their skill. There was a severe lack of consistency in tweeting, and the users were found to be unaware of the hashtag or the ongoing campaign. The only proper user interaction on their #MomentsOfJoy was observed on the date of the campaign launch, i,e, 26th July.
Conclusion:
The idea of the photography contest was very innovative, but Federal Bank could have had given us a better social media presence.
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