Dera Sacha Sauda’s #SwachhMumbai Drive

Brief Received

• Objective: Create Awareness and drive a Change in the Society.

• Positioning: Dera Sacha Sauda has been a forerunner in the mission #MyCleanIndia. Guruji along with his volunteers have already cleaned 27 major cities of the country in just a few hours on the day of the drive.

• Key Messages:

– Cleanse the planet Earth, to remove Diseases and Curse!

– Guruji along with his volunteers have already cleaned 27 major cities. On Oct 28th it’s gonna be Mumbai – 28th City!

– Mumbaikars, get ready for a Clean Mumbai.

– Clean Mumbai Drive under the leadership of Guruji and in the presence of the Governor of Maharashtra, Celebrities, Business Tycoon and Volunteers.

Campaign BIG Idea

• Introduce Dera Sacha Sauda’s…. – Three Change Agents – Arise, Go-Forth and Conquer.

• WHO? – Arise: He’s the one who has been Sensitized. He isn’t ignorant

anymore. He uses Social Platforms to spread awareness.

– Go-Forth: He’s the one who’s involved. He has a broom in his hand & he’s passionate about a Clean India & a Diseases-free India.

– Conquer: He goes an extra mile. He spreads the message amongst peers, lobbies with local change agents & works with Government bodies at the National level.

– It’s YOU – You have to ARISE… passionately GO-FORTH and utimately CONQUER!

Engagement on Facebook

Introduce… Reinforce… Encourage

Introducing: Arise, GoForth & Conquer

Reinforced Event Date & encouraged Participation

Disseminated a Few Key Messages

Facebook Results

• From Oct 24 to Oct 28 – 57 posts (status update + picture posts + links + cover photo

update + event creation)

– 914,519 impressions recorded over 5 days (lifetime recorded impressions are higher)

– 404,891 unique people saw one or more post over 5 days (lifetime reach is higher)

– 64,375 active engagements recorded over 5 days (lifetime engagements are higher)

• Ad Campaign (Ran from DSS existing FB Ad account) – Page LIKE campaign was created and promoted to people

residing in India. 3555 new page likes were recorded.

Engagement on Twitter

Seeding… Discussion… Encouragement

Twitter Engagement Plan

• From Oct 24 to Oct 28 – Over 50 unique tweets were created (event promotion + live

discussion + live updates)

– Two hashtags: #HoPrithviSaaf & #AriseGoForthConquer were used & both trended; over 300 new followers recorded on Oct 28th

• Live Discussion & Trend Creation – 18 tweets with 10 questions were planned beforehand to engage

Twitter audience

– As per Trendsinalia India - 3,377 users and 3,971 tweets (3710 RTs) in 2 days made #HoPrithviSaaf a Trending Topic in India.

– As per Trendsinalia India - 43,002 people could have seen #HoPrithviSaaf since its 1st mention until it became a Trending Topic. Many more would have seen it after it became a Trending Topic.

Google Ad Campaign

Recorded 1971691 impressions & 2900 engagements

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