Universal Access

DIGITAL CAMPAIGN STRATEGY & EXECUTION / CREATIVE DIRECTION / COPYWRITING / PROJECT MANAGEMENT

CAMPAIGN OVERVIEW

The objective of this campaign was to drive significant reach of the “Universal Access” message to condition merchants, traders, key government officials, policy makers, and regulators, while driving acceptance of open payment platforms in India.

By providing visibility of the Confederation of All India Traders (CAIT) and Alliance for Digital Bharat (ADB), digital support helped their ground efforts to drive acceptance and strengthened each organization's overall goal to reach more than 6 crore merchants, traders, and SMEs around the country.

One of the key drivers for success was the ability to widely distribute a detailed campaign brochure and branding of the core message of “Universal Access” to increase exposure to and educate consumers on the benefits of an open digital payment market. As a result of promotional efforts, enough reach was created to drive over 2.5 million engagements on a post that featured a free download of the brochure.

CAMPAIGN METRICS

248M+
Total Ad Impressions

23.6M+
Total Video Views

593K+
Website Page Views

23.7M+
Total Facebook Reach

62K+
Facebook Page Likes

546K+
Total Display Ad Interactions

Run Time: 4 Months

Featured Brochure Download Post

11M+
Promoted Post Reach

2.5M+
Post Engagements

WINNING RESULT

A high level of engagement in each social channel successfully achieved broad exposure and awareness to the “Universal Access” message. The exposure to and consumption of video content, brochure post engagements, and display impressions were all significant. The campaign layed a substantial foundation for future electronic payment initiatives that can be scaled to impact over 210 million users of smart digital devices.

Promoted Facebook Posts