Social Media Case Study: How Xpress Money Engaged Followers on the Eve of Independence Day

xpress money twitter contest

Brand Name:

Xpress Money

Agency Name:



  • To engage followers on the eve of Independence Day.
  • To get a general opinion from users on the sort of things they needed freedom from.


      • To spread awareness about the contest, a tweet was posted along with an image on the 14th of August, 2013.
      • The contest was launched using the hashtag #IWantFreedomFrom.
      • They provided their fans with scenarios and tweets at regular intervals from 14th August, 2013 to 17th August, 2013 to motivate them and give them an idea of the kind of tweets they were looking for. Example: #IWantFreedomFrom Mondays!
      • The contest was live for 4 days, from the 14th to the 17th of August 2013.
      • 2 winners were selected each day and they were notified accordingly.


  • The hashtag trended in India on the 16th and 17th of August, 2013.
  • Over 2700 tweets were posted.
  • A total of 372 entries were received.
  • The estimated reach of the campaign is around 3.09 million.

Xpress Money - I want freedom from case study