Siyaram’s gains traction on social media with success stories
Siyaram’s, one of India’s largest textile brands in men’s fashion for over 3 decades, recently collaborated with the Rotary Club to salute the passion of the blind for cricket by organising an Inter-state level Blind Cricket Cup.
Affirming the ethics by emphasising on the core values of the brand – ‘Competence’, ‘Togetherness’ and ‘Integrity’, which are applicable to people from all walks of life, Siyaram’s collaborated for this event, with a core objective of celebrating these values.
To create a buzz about the event, a campaign – christened #BeyondBoundaries – was kicked off with a contest. Here, users were asked to share their success stories and describe how they went beyond boundaries to fulfill their dreams. Multiple unique entries were received and 3 winners were chosen from each platform – Facebook, Twitter and Instagram.
To engage with the audience further, agency CogMat introduced the concept of blind cricket with a short video showcasing the special ball (with ball bearing) used in the game. Match schedules and live cricket scores along with bytes taken from the cricketers and their captains were posted on Insta stories at regular intervals.
The activity was carried out from January 13 to 18, 2018 on Facebook, Twitter and Instagram.
The activity highlighted the core values of togetherness, integrity and love for the game by recognising the passion of the cricketers who have overcome their challenges. The campaign helped the brand create a personal connect with their users, thus gaining positive engagement on the page.
Social Media Results:
Total Impressions (Twitter): 19,086
Total Reach (Facebook): 69,472
Total Impressions (Instagram): 20,628
Total Impressions (All platforms included): 109,186
Increase in followers:
The highest performing platform was Facebook with 45 unique entries, followed by Twitter with 42 unique entries.