Case Study: How Navneet garnered 3.4M views on TikTok with #SmartTayari

Navneet TikTok

To amplify the campaign promoting 21 MLQ Sets, Navneet augmented brand efforts to include TikTok in the campaign strategy by roping in 8 influencers. 

Over the last several decades, Navneet has worked on providing students with quality products and has successfully attempted small marketing initiatives. They came up with their first multimedia campaign in July where efforts were put to leverage traditional mediums like print, television and outdoor as well as digital. For #SmartTayari though, the brand went a step forward by debuting on TikTok. The campaign was conceptualised by The Minimalist.

Brand Introduction 

Established in 1959, Navneet Education Limited is in the business of providing supplementary study material and other education products. The organisation has also diversified into other areas like e-learning.

Summary 

Navneet’s line of products includes 21 MLQ Sets that aim to help students with quick last minute revision. The focus of #SmartTayari is to highlight the importance of 21 MLQ Sets for a student as they prepare for SSC and HSC. 

Problem Statement/Objective 

With #SmartTayari, Navneet aimed to translate its offline reputation and create awareness on how it can help students in academics. TikTok was chosen as the platform for communication by the brand to convey its message. 

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Brief

To highlight the assurance Navneet 21 MLQ Sets gives a student by helping them score well in their final exams and showcase the product as a reliable key to progress.

Creative Idea 

Informative videos were conceptualised in Hinglish and Marathi to capture the essence of 21 MLQ Sets, keeping in mind the brand promise of progress.

Challenges 

To target new and existing audiences on social media and develop and maintain brand salience. Another key challenge was to select TikTok influencers that understood the brand message and were in sync with the brand tonality. 

Execution 

To amplify the campaign, Navneet created two videos in Hinglish and Marathi that were published on the brand’s official YouTube, Facebook and Instagram pages.

The campaign included a month-long series of quirky, engaging the smart content on the brand’s social media channels, followed with a TikTok campaign.

@avneetkaur_13

Ab #HSC aur #SSC ke liye karo #SmartTayari with Navneet 21MLQ sets #edutok #foryou #foryoupage #teamnawab

♬ original sound – Avneet Kaur 👑♥️

Eight TikTok influencers were roped in for the campaign by Navneet to convey the campaign message. These included Avneet Kaur, Faizal Siddiqui, Kajal, Somya Daundkar, Doll Daundkar, Lucky Dancer, Tanveer Zayn and Arjun.

Results 

Reach (Facebook and Instagram): 1.5 million people
Engagement Rate: 40% 

Video Views: 800 K views (Facebook and Youtube) 

Views: 3.4 Million (TikTok)

Comments: 1.6K (TikTok)

“Progress has always been our vision when it comes to supporting education and we know how overwhelming preparations for Board Exams can be. All we wanted to do is tell the students of today’s generation that Navneet 21 MLQ Sets is here to ease your board preparation process smartly. #SmartTayari helped us connect with the parents and the students of this era and communicate our message with a clear impact,” said Devish Gala, Head of Branding, Navneet Education.


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