The “Aasaan Hai Badalna” Campaign for Quickr — Case Study


Aasaan Hai Badalna Campaign’s Objectives

The social media campaign “Aasan Hain Badalna” for the brand Quickr had following objectives:

  • To roll out a new brand identity with a new logo and the tagline — ‘Aasan Hain Badalna’.
  • To create a rapport of the brand in the market and engage users with the brand.
  • To recruit new users for the brand.

Strategy of the Campaign:

  • The brand decided to connect people across Twitter as their primary audience and drive awareness for the brand’s new identity through a contest.
  • The brand connected using the hashtag #AasaanHaiBadalna asking people what is that one thing they would like to change in their lives. Folks with the most inspiring tweets could win Amazon gift vouchers every day in the five-day contest.
  • For a better outreach, participants needed to follow the Twitter handle of Quikr and also re-tweet and favourite all their tweets to be eligible for the contest.
  • To encourage participation of people in the contest, Amazon gift vouchers worth Rs 1500 each were announced as gratification for the winners.

Key Messages of the Campaign:

  • A small change in your lifestyle can make a big difference! What would you like to change? #AasaanHaiBadalna
  • Two winners to be announced every day! 5 days of fun resulting in Amazon vouchers worth Rs. 1,500! #AasaanHaiBadalna

Results of the Campaign:

The results “Aasaan Hai Badalna” social media campaign for Quikr were:

  • People engaged with the brand and participated in huge numbers.
  • The tweets in the campaign have got a good response with more people commenting and re tweeting them.
  • The brand was able to create a buzz for the campaign as well as the brand.
  • The twitter conversation for the madness got the users engaged with the campaign.
  • A good number of users participated in the contest and helped the brand to promote its new look.

What worked in the Campaign:

After analyzing the complete case study of the social media campaign #AasanHainBadalna, here are the following key points which we felt worked very well for the campaign.

  • The rebranding of the campaign was leveraged on only one contest on Twitter which made the campaign a success with a very small budget and minimal effort.
  • Quikr would need to invest a lot more on social media than a hashtag-trending contest to establish its new identity on digital. If the idea is to inspire bringing about change in peoples’ lives through the use of its platform, the start is a good one as a conversation trigger and to trend on Twitter, but would need a stronger base to the rebranding story.
  • The campaign however, missed a story-telling angle on digital. The brand could have utilized the art of storytelling in engaging the audience in a better fashion and promoting the brand to greater extent.

Originally published at flotapepost.com.