Social Media Case Study: Mahindra Spark the Rise

Brand Name:

Mahindra

Agency Name:

VML Qais

Objectives:

• To enable innovators from all over India
• Achieve significant reach
• Deepen engagement
• Ultimately activation

Execution:

• Launched in August 2011, the SparkTheRise website offered a call to action, for people to share their ideas, seek help, and win grants and vote for their favourite projects
• Spark the Rise sought suggestions in five categories, namely technology, infrastructure and transportation, energy, agriculture and rural development, and social entrepreneurship
• Project ideas were submitted, voted upon, and the most popular and viable came to fruition

Results:

• 6,000 ideas where submitted in season one
• Achieved reach of over 87 million people
• Over 2 million people actively engaged with the initiative on the website, Facebook, Twitter and YouTube
• 32,000 people supported projects by volunteering, offering expert advice, donating equipment or offering to be funders
• 1,471 projects had been approved, there were 311,817 users and 354,817 votes were cast on the website and via SMS

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