Case Study

A top Indian auto brand engages its cricket-mad audience with a creative spin

Key results

The opportunity

The Alto K10 (@AltoK10) is India’s top-selling car. Its manufacturer, Maruti Suzuki (@Maruti_Corp), wanted closer engagement with its mass-market audience. As the ICC Cricket World Cup (#CWC15) approached, the company saw an opportunity to connect with the country’s millions of cricket-mad fans. It turned to Twitter to take advantage of the hype around #CWC15 and to drive interaction with @AltoK10 and build its follower base.

The strategy

@AltoK10 developed a sustained six-week campaign of Promoted Tweets that encompassed cartoons, contests, and a live chat session. It used hashtags such as #ChaseCricket and #ChaseMaster, a creative spin on its brand tagline “Chase Life”, and promoted them on its TV ads to increase awareness. The brand also ran a Promoted Account to target engaged users who are passionate about sports.

Tap into popular conversations.

@AltoK10 created a series comic strips to tap into live conversations about the tournament. The images featured caricatures of key players while the Tweet copy referenced the “men in blue” — the  Indian team. These visuals helped @AltoK10 stand out.

Generate engagement with contests.

@AltoK10 developed a series of contests including #SorrySir (excuses followers would use to skip work or school to watch the matches), #Chaselfie (fans’ selfies while wearing blue), #ChaseMaster (guesses of players with the most runs in an inning), and #K10DreamTeam (fans’ dream lineup of players).

Partner with influencers to extend reach.

@AltoK10 enlisted the support of ex-cricketer and Star Sports TV commentator Aakash Chopra (@cricketaakash). Using the hashtag #ChaseTheExpert, @AltoK10 invited fans to ask Chopra questions in a four-hour live chat, which further drove brand interaction.

The success

The campaign delivered a total of 100,000 engagements, an average engagement rate of 4% and a cost per engagement of $0.20. @AltoK10 added 10,000 followers at a cost of $0.37 per follower. Its #ChaseMaster promotion was mentioned on Indian social media news portal “Social Samosa” as one of the top 10 most successful contests of the @cricketworldcup.

Twitter is a great platform to leverage world sporting events and real-time conversations. Our primary goal was to build on the hype around the Cricket World Cup. … The campaign successfully drove brand awareness and user engagement while delivering on top-of-mind recall.

Himanshu Dahiya, Head of Media, Digital & Research, Maruti Suzuki India Ltd.

Solutions used

Audience targeting

You want your message to be heard by the right person. Twitter's targeting capabilities ensure it will be.

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Creative Canvas

Brands on Twitter are connecting with users in unique and creative ways every day. And so can you.

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