The digital campaign #DilKaDarwazaKholo, conceptualized and executed by MindShift Interactive helped in bringing awareness for the carpooling concept in India.
Agency: MindShift Interactive
Meru wished to create a major change in the way people currently travel, spreading awareness on the benefits of carpooling and increasing registrations for ride owners and riders.
#DilKaDarwazaKholo was coined to help India realize the need to open their heart to others by sharing a ride. The campaign was done using Facebook and Twitter.
The concept of carpooling was introduced to the users and the benefits were explained with special focus on ride owners. A pre-launch teaser was used to promote the campaign.
Meru launched a new feature of carpooling in their app and encouraged people to download and use it and also gave monetary benefits in relation with Paytm.
Benefits of Carpooling were highlighted in the various posts which helped in more registrations. Also, some of the post had testimonials from people who have done carpooled before.
They created awareness amongst celebrities using #CarpoolCelebCrew and interacted with influencers, users and celebrities to educate and create a demand for Carpool.
Users had to tag any 5 of their friends whom they’d love to carpool with, while also telling the brand why carpooling is the way to go!
#DilKaDarwazaKholo trended in India.
With a post reach of 2,54,501 on Facebook, they had 26,117 interactions and their engagement ratio was 11.10%.
On twitter, they received 1,703 tweets and had a reach of 213,101 with a total of 1,826,015 impressions.
Total social media outreach was recorded at 6.6 Million.
The brand saw a 3x user growth MoM for the application and there was a + 11% sustained engagements related to carpool by Meru.
Presentation of the campaign: