Learn how SBI used Twitter to promote good health and positive vibes on International Yoga Day
Yoga is a universally accepted way to nurture the body, calm the mind, and enrich the soul. But sometimes, all it takes is a little nudge to get people to tap into its benefits.
With International Yoga Day around the corner, @TheOfficialSBI saw the opportunity to spread positivity by encouraging people to practice Yoga Asanas (different postures of Yoga). Being the most followed BFSI brand on Twitter, the bank decided to foster #YogaAsanasWithSBI amongst its followers.
The campaign focused on spreading wellbeing by sharing Yoga Asanas that could help de-stress and rejuvenate people. @TheOfficialSBI worked with the Twitter NEXT and ArtHouse teams to create powerful video assets and effectively communicate the campaign message while infusing a breath of freshness into its brand outreach.
Leading the conversation
@TheOfficialSBI kicked off the campaign a week before International Yoga Day by inviting people on Twitter to choose which therapeutic approach they wished to explore — #YogaForTheMind, #YogaForTheBody, or #YogaForTheSoul. In response, users received custom auto-replies that demonstrated relevant Yoga Asanas.
Increasing the campaign momentum
On the launch day, @TheOfficialSBI used Trend Takeover and Timeline Takeover to reinforce the campaign messaging and boost engagement for a 24-hour long period. On International Yoga Day, the campaign closed with a simple yet powerful Tweet which visually endorsed the holistic influence of Yoga and wished everyone a Happy International Yoga Day.
An encouraging connection of the campaign with the audience was visible in the positive Tweets shared by many people using #YogaAsanaswithSBI.
The campaign was able to tap into a highly receptive and engaging audience to spark conversations and garner the attention around International Yoga Day. A brand lift study revealed a significant rise of 47% in campaign awareness and an increase of 45% in ad recall.
It achieved 383K overall engagements, 3.5M overall video views, and 22M overall impressions.
Most importantly, it achieved SBI’s goal of spreading good vibes as positive sentiment grew by 301% during the campaign period compared to the two weeks prior to the campaign.
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