#standupontwitter campaign

1. TEAM : FOUNTAIN HEADS
DILIPKUMAR K K 31012
PAPPALA SIDDHARTHA 31024
PRADEEPKUMAR M 31025
PRADHEEP M 31026
SWATHY G 31046
PRETHIVE I 31060
GOKULVASANTH 31120
HDFC LIFE #StandUpOnTwitter

2. The social media campaign “Stand Up On Twitter” for
the brand HDFC Life Insurance had three objectives:
• To drive awareness of the benefits of Insurance to the
people across the social media platforms.
• To recruit new customers for its insurance policies.
• Build a rapport of the HDFC Life Insurance in the
market.
OBJECTIVES OF THE CAMPAIGN

3. PLATFORMS

4. • 10k Tweets received on Friday, 9th January, the day of live comedy act
• 20k Tweets received over 1 week
• #StandUpOnTwitter trended on twitter India for entire, more than 4 hour
@ 1st position
• Highest rate of engagement on 9TH Jan due to live streaming
• #StandUpOnTwitter videos received 2lakh plus view on YouTube
(Inclusive of FB)
• Promo had 94k views
• Kunal Kamra’s (Standup comedian) on investments had 71k views on
YouTube
HOW VIRAL IT WAS?

6. TARGET GROUP
22.2 Million Users

7. For engaging the people and letting them participate in the campaign, the
theme of the campaign was decided to be funny. It chose to reach out to the
masses via stand-up comedy on Twitter.
• To reach out to the masses and convince them to engage in the campaign,
Twitter was chosen as the medium.
• The whole campaign was leveraged on stand-up comedy. For this, the
hilarious stand-up comedian trio – Azeem Banatwalla, Karunesh Talwar
and Kunal Kamra were involved.
• The theme for the comedy act for the whole campaign was “bad
investments”. It was kept in order to attract people for the campaign.
• Since the campaign was planned for one day; there was a buzz created on
the social media platforms (Facebook, Twitter and YouTube) two days
prior only.
STRATEGY OF THE CAMPAIGN

8. • There were two contests executed in the two days of the campaign. One
was to change a given name of a movie with something quirky related to
investment. For example, Hum Dil De Chuke Sanam was changed to Hum
Premium De Chuke Sanam. The second one was to share their weirdest
selfies along with the hashtag #StandUpOnTwitter.
• To invite more people for participation, a gift voucher every 10 minutes
and one Ipad mini as the grand prize was announced as gratification.
• On the day of the campaign, the stand-up comedians took over. Their
performances were streamed live for the people.
• The trio of the comedians also invited people to ask questions related to
‘bad investments’ using the campaign hashtag #StandUpOnTwitter with
the promise of sharing funny video responses to them.
STRATEGY OF THE CAMPAIGN

9. • “#StandUpOnTwitter A 4 crore chess set made up of crystals!” So tell us
about your insane investments and grab vouchers after every 10 minutes.
• Funny Face cracked you up! Tweet us your selfie that best matches this
impression, see how you win!
• Are you all having a gala time! RT and spread the
laughter #StandUpOnTwitter
• @HDFCLIFE If Iceland has ice, does Finland have fins?
#StandUpOnTwitter
• @HDFCLIFE #StandUpOnTwitter If electricity comes from electrons,
does morality comes from morons?
• Here you go @GabbbarSingh ! Your finance query has been responded
#StandUpOnTwitter
KEY MESSAGES OF THE
CAMPAIGN

10. KEY CREATIVES

11. WHAT WORKED OUT WELL?

12. • The main platform levied for connecting with people and discussing the
issue was decided to be Twitter, which was appropriate for reaching out to
the masses.
• The buzz created for the main campaign with contest and big gratification
encouraged a lot of people to participate and engage in the campaign.
• The theme of the campaign actually attracted a lot of people. People do
not like serious campaigns every time. This concept mainly got the
maximum mileage to the campaign.
• The timings of the campaign at the time near to the tax filing dates also
convinced people to engage as they were also looking for some smart
investments solutions to save their tax.
WHAT WORKED IN THE
CAMPAIGN

13. • Salary to the professional standup comedians
• Media Advertisements
INVESTMENT

14. DURATION

15. • The whole idea of Stand-Up comedy was really liked by the people.
Audience in a large number participated and engaged in the campaign.
• The hashtag of the campaign #StandUp on Twitter trended on the charts
of Twitter continuously for 11 hours on the day of the campaign.
• People started sharing the videos and asking funny questions about
investments to the stand-up comedians.
• People participated and the organizers received loads of entries in the
contest.
METRICS

16. https://www.youtube.com/watch?v=5Xb6t4GLARg
#STANDUPONTWITTER