Overheard Communications

Client Brief

Client: SBI Youth for India Fellowship is the flagship program of State Bank of India Foundation, it is a 13-month long fellowship that enables nation's youth to work on rural development projects in partnership with experienced NGOs.

Brief: 

• Generate awareness and create curiosity about the program in our TG  
• Drive the right kind of audience to the SBI Youth for India website to maximize relevant applications
• Campaign goal - 1.5 lakh  visits in the campaign period

Idea

The stategy was to:

• Drive the understanding of the kind of projects the fellows undertake
• How the 13 months of work has benefitted the Rural communities
• How the fellows have benefitted from these  projects
• What does the future hold for both the participants and the rural communities in the context of these projects
• Contextualize/create relevance for the message

Execution

Communication approach:
• Thought provoking
• Minimalistic design
• Focusing on the message
• Based on truths discovered by YFI fellows, about Rural India

Mandated Platform: Facebook

Ad Types: 

• Website Click Ads

• Post Promotion Ads

 

Result

Numbers: 

Website Click Ads: 

Reach: 4.6 million relevant users | 48,000 Visits

Page Promotion Ads: 

Reach: 0.64 million | Engagement: 8,420

• 33% of the targeted visits achieved by Facebook alone with 14% of the entire allotted budget

 The campaign won the award for the best campaign at Ad:Tech, New Delhi  in 2017 

Overheard Communications

Digital Marketing

  1. Mumbai

Services

Clients

Category Experience

Employees

26-50 Employees

Other Projects
Swacch Bharat
BRAND Swacch Bharat , 2016

PROJECT Swacch Bharat...

Client: Swachh Bharat Abhiyan was a country-wide campaign from 2014 to 2019, to eliminate open defecation and improve solid w...

Unimoni
BRAND Unimoni, 2018

PROJECT Unimoni...

Client: During 2018, UAE Exchange began re-branding to "Unimoni" at locations outside of the United Arab Emirates. ...

My Teacher, My Superhero | Euro Kids
BRAND Euro Kids Internatio, 2020

PROJECT My Teacher, My Superhero | Euro Kids...

Client: EuroKids International is a company in the education space in India which has its presence in education in preschooli...

Animal Planet
BRAND Animal Planet India, 2016

PROJECT Animal Planet...

Client: Animal Planet is television channel owned by Discovery, Inc. First established on October 1, 1996, the network i...

Belief
BRAND Discovery India, 2016

PROJECT Belief ...

Client: Discovery Channel India is the Indian version of Discovery Channel operated by Discovery Networks Asia Pacific for th...