In an endeavour to empower rural India unlock their potential by spotting unique talent, Wonder Cement initiated #Saath7 Cricket Mahotsav – a sporting event in Rajasthan. The activity created cogent social nexus to enhance reach and impact of the initiative.
#Saath7 goes beyond banal sports tournaments by breaking age and ability barriers. The event has a 61 year old lady captain for one of its teams and another female player aged 66 years.
They also have a dedicated team for the differently abled (deaf and dumb in this case).
With #Saath7, Wonder Cement aimed at rustling social media with the grandeur of the event and drive registrations through these efforts.
With a simple yet sordid strategy, Wonder Cement initiated #Saath7 on social media. The brand began creating buzz on its Facebook and Twitter accounts prior to the launch.
The cement brand also launched a TVC on YouTube to generate higher levels of curiosity.
Taking the excitement a notch higher, Wonder Cement offered its fans and followers live updates from the event. Users were introduced to #Saath7, inviting them to participate and make it big.
They further created an influencer marketing route to generate higher engagement on Twitter.
— Jibs (@ahmedjibran7) November 5, 2015
To give a look and feel of the event, a post launch album was updated on Facebook.
A buzzing event
To keep the momentum going, Wonder Cement connected with its audience through the nostalgia route.
Users were called out to share their favourite Galli Cricket moments and asking them to share what they used as stumps while playing.
They also took to Twitter polls and posts maintaining a steady conversation with the followers.
— Wonder Cement Ltd (@wondercement) December 10, 2015
Wonder Cement also conducted various employee engagement activities which were then posted on social, giving users a view of the joy of coming together to play cricket.
The brand also maintained a healthy supply of content on Instagram taking users on a visual journey.
Scoring with #Saath7
The campaign managed to create 700+ Tweets on #Saath7 on Twitter via influencers, sports bloggers and sports portals during the press release event.
#Saath7 generated a positive sentiment across all social media platforms.
Real time updates from the event helped Wonder Cement garner more than 7 Million impressions, reaching out to 1 Million users.
The brand reached out to more than 4 lac people via their Facebook page during the launch and trended on Twitter.
#Saath7 created a reach of 904, 063 and generated 7, 775, 520 impressions.
Steady use of social media, empowered Wonder Cement to replicate the spirit and energy of #Saath7 on social media.