Homework, classroom, education — for many girls across India, these words are still a distant reality. Mahindra Rise (@MahindraRise), through their @NanhiKali project, wanted to draw attention to this issue and spread awareness about the importance of educating girls.
With its leaned-in and receptive audience, Twitter is the best place to launch a purpose-driven message and get people talking, empowering brands to make a meaningful, lasting impact, and enabling conversations that matter. Beyond all the campaigns, today’s consumers expect more from brands than just selling products. They prefer and identify with brands that reflect their values and beliefs. @NanhiKali thus partnered with Twitter to start a conversation around girl child education in India.
Embracing the idea of bringing audiences’ attention to a cause, a message, and contributing back to society, the brand’s campaign focused on ensuring that Twitter’s active audience connected with the issue and was actively mobilized around #EveryGirlMatters.
@NanhiKali combined evocative story-telling with Twitter’s reach and variety of ad products across the campaign cycle that provided the ideal solution for the campaign and helped raise awareness and boost audience engagement.
Here’s how the brand sensitised Twitter’s audience on this issue: