When State Bank of India (@TheOfficialSBI), India’s largest bank and the world’s most followed BFSI brand on Twitter, sensed high decibel negative sentiment across its online platforms, it turned to Twitter to help calm these frayed nerves.
Sometimes all it takes is a reminder to be humane. And what better way to send out this reminder than on Twitter – a safe space enabling healthy, open and diverse public conversations.
The campaign that ensued, best known by its hashtag #KindnessIsCool, originated from the insight that 'people are nice and kind in general, but what happens to them when they go online?' Highlighting this duality in human behaviour, it addressed online aggression with emotive messages, which appealed to the sensibilities and significantly hiked brand mentions.
In early March 2021, SBI connected with its audience and promoted a simple yet powerful message entreating people to be kind while they were online or offline.