Social Media Marketing
Bangladesh is a land of festivities, and studies suggest that it is during these festivals, that a lot of accidents/mishaps take place. During 2015 Pohela Boishakh festivities, the country suffered one of its worst cases of public harassment of women. On the eve of 2016 Pohela Boishakh, the wound was still fresh. Young women were hesitant to go out and celebrate, fathers were scared to let their daughters go out, mothers were anxious for their families. It was a shame for the biggest cultural festival in the country. Bangladeshis were scared to celebrate Pohela Boishakh!!!
We wanted to ensure celebrations take place in a safe, protected and healthy environment for all families. We teamed up with Savlon to build awareness that we should all continue to celebrate our heritage, to bond with friends and family, to erase the memories of the previous year and do it all safely. We took a step to make Pohela Boishakh safe again.
Our payoff line and the hashtag was: #SafeCelebrations; “উৎসব হোক নিরাপদ, আনন্দ হোক সর্বজনীন।”.
Savlon has been positioned as a brand for families. To keep the communication strategy consistent, we profiled 7 members of a family and crafted messages for every individual to reach relevant audience groups. It was a placard based photoshoot where each individual shared a message according to their profiles: a father, a mother, siblings, a full family, a doctor and a young couple.
Facebook is the largest & fastest growing social network in Bangladesh. Every 13 minutes, at least one new user joins the network. Thus, we used Facebook as the platform to get our message across. We created a series of 5 contents under the theme “Safe Celebrations” to distribute through Facebook. The contents, with messages that were simple and written in Bangla, touched upon health safety and anti-harassment together, very subtly. The campaign was promoted through Savlon Bangladesh’s Facebook page targeting the age group between 18-35 years who were interested in subjects like family, health, celebration, safety, etc.
The campaign messages were in Bengali, as follows:
1. উৎসব হোক নিরাপদ, আনন্দ হোক সর্বজনীন।
2. এই নববর্ষের প্রতিটি মুহূর্ত হয়ে উঠুক উৎসবমুখর।
3. এই নববর্ষে আমার পরিবারকে সুরক্ষিত রাখার দায়িত্ব আমারই।
4. আসুন নববর্ষ উদযাপন করি সচেতনতার সাথে।
5. আপনার পরিবারের সুরক্ষা আপনার হাতে, এই নববর্ষে সুরক্ষিত থাকুন স্যাভ
Our messages were aimed at helping our audience realize that they are responsible for their own health and safety – and for their loved ones.
Savlon safe celebrations campaign reached 2.3 million youth and generated 143,000+ reactions on the posts in a span of one week leading up to Pohela Boishakh (9.8% of all Facebook users in Bangladesh were engaged in this campaign). Through the execution of this campaign, we successfully communicated the idea: We’re all responsible for each other’s safety and that we should not be afraid to celebrate and uphold our heritage. We received hundreds of positive messages from our audience thanking us for encouraging and inspiring them to celebrate their favorite festival in a safe and protected environment. Unlike the previous year, there were no major incidents this time. Pohela Boishakh celebrations bounced back to its festive heights again, this time, with more safety and protection.