Client Brief

Client: PwC is one of the 'Big Four' amongst the accounting firms and the second largest proffesional services network. 

Brief:  PwC India came our with a policy documnet for the entire Indian Economy termed Future of India. The idea was to forecast the economic landscape in the next decade. We needed to make sure that the document and it's content reached the relevant audiences in each sector. 

Idea

Idea: For a document with such a niche audience, we needed to reach out via credible sources on social media. We identified a group of influencial policy makers, journalists, industrialists etc who put out the link to the report which led to a wide sharing of the document to the most relevant audiences.

Innovation: In association with Hindustan Times' Business Publication, Mint we ran a Twitter Chat with the author of the report with questions coming in from the Twitter audiences as well. Way back in 2014, it was a rare form of engagement. 

Execution

Execution: 

• We narrowed to Twitter as the primary platform for engagement for the campaign as it was the only one with presence of the policy makers, journalists and industry practitioners 

• We requested the PwC leadership to create their profiles on Twitter as well

• Tweets were drafted highlighting numeric projections and opinionated headlines 

• A dual hashtag strategy was implemented: #TheWinningLeap | #FutureOfIndia

• The campaign was divided into three parts: Pre Release | Release | Post Release 

• On the day of the document release, the event was covered on ground

Result

Numbers: 

• The Enagement went up by 2000%

• Number of Followers by 14%

• 1300% increase in the mentions of PwC's Twitter Handle

• #FutureOfIndia: Mentions: 2,500 

• #TheWinningLeap: 8,600 | Mumbai Trend 

• #TheWinningLeap Trended in Mumbai and nice locations on India Trends Map

• More than 10 top notch & relevant Influencers along with 15 Brand Advocates Tweeted about the report

• All the major publications tweeted the lnik to the report

 

Illustrative Tweets:  

1. Anurag Thakur | Union Minister of State for Finance & Corporate Affairs

2. Amitabh Kant | CEO, Niti Ayog

3. Parimal Nathwani } Sr Group President - RIL; Rajya Sabha MP

4. Hindol Sengupta | Author, WEF Young Leader, Ex Editor Fortune Magazine

5. Kushan Mitra | Editor-In-Chief, Daily Pioneer

6. Indian School of Business | World’s Leading Business School

7. Anand Daniel | Venture Capitalist, Accel In India

8. Manish Sharma | President & CEO, Panasonic India & SA.

9. Anand Pillai | Chief Learning Officer, RIL

Overheard Communications

  1. Mumbai

Services

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Category Experience

Employees

26-50 Employees

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