Case Study: How Awfis leveraged social media to break through the clutter of co-working spaces

Objective

The brand's aim on social is not just to showcase the spaces and network, but to share a glimpse of how Awfis is a space where work meets life.

Execution 

The brand strategy was to leverage each platform differently, based on the core offering of the platform and also what the audience is looking for out there.

LinkedIn: As a professional networking platform, the audience is keen to have industry knowledge. So, Awfis focussed on providing them with interesting facts and trends about coworking, insightful blogs besides Awfis news.

On Facebook: With a dwindling organic reach, the best way to reach out to our audience is through content which they can relate to and share. And work woes + popular culture are always relatable. Thus, Awfis Humour series was launched. From TV series to Bollywood there’s an ‘Awfis’ angle for added humor.

Twitter: Leveraging the power of contests and hashtags, Awfis made it to Twitter trends for contests like Tweet for a Seat, where easy participation and fun content delivered a high amount of social media engagement and participation with a very relevant giveaway of a seat at Awfis for a week.  

Instagram: This is a window to what happens at Awfis, sometimes with a filter. From Karaoke evenings to celeb-spotting, birthday and festival celebrations, brand activations and even everyday binges; it’s all featured here.

Integrating Social & Community Engagement:

The brand took community engagement one step further by curating  themed experiences called #AwfisMoments

Also Read: Case Study: How Community Marketing helped pave the way for Epigamia’s lactose-free artisanal curd

Awfis kicked off the idea with a drool-ish first edition of #AwfisMoments - Culinary Expedition across centers with dessert trails, MasterChef competitions, scotch tasting sessions, and other gluttonous adventures.

Activity around Awfis moments was not limited just to community engagement but also showcasing this idea on the digital spectrum. This entailed social media promotions, blogger engagement, contests, native articles, and live coverage.

It was followed up with a second Fitness edition and a recent Bollywood edition to similar success.

Results 

Awfis Moments Culinary edition trended at no. 2 all over India on Twitter, reaching 10mn accounts through blogger and influencer engagement. Facebook & Instagram reach crossed 7 lac people.