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!
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.
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.