Facebook 'shares the magic' among women in small towns
Conceptualised by Taproot, Facebook has launched three digital films, titled 'Clothes', 'Sangeeta' and 'Jhansi' with an objective to re-introduce the magic of Facebook to those who have taken to it but do not share on it
Facebook 'shares the magic' among women in small towns
Conceptualised by Taproot, Facebook has launched three digital films, titled 'Clothes', 'Sangeeta' and 'Jhansi' with an objective to re-introduce the magic of Facebook to those who have taken to it but do not share on it
Aanchal Kohli | Mumbai | December 14, 2015
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Facebook took a step forward to generate awareness about the platform and create user interest by launching a campaign to encourage women in smaller towns across India to share more on Facebook. Conceptualised by Taproot, the three digital films, titled 'Clothes', 'Sangeeta' and 'Jhansi', aim to reintroduce the magic of Facebook to those who have taken to it but are not sharing on the platform.
According to statistics, while a majority of these women were accessing Facebook through their mobile phones regularly, they were not sharing as much personal content in the form of posts, videos or pictures but viewing other content as passive consumers. The objective of the campaign was therefore to help them rediscover the joys of sharing, specifically on Facebook, and all the wonderful things that it leads to.
To know more about the campaign, BestMediaInfo.com caught up with Santosh Padhi, Chief Creative Officer and Co-Founder, Taproot Dentsu.
Commenting on the campaign, he said, “It was important to have a more human or real approach. Without pushing too much we wanted to communicate how the brand can play an important role in their day-to-day life to bond with their friends and families. I think we were successful to get every single bit right, be it the conversation, cast or set up, all of these capture the TG's world very well.”
For maximum impact, the campaign was broken into two phases – the first phase being to inspire sharing, through a series of films, and then following up with education on safety features within Facebook.
Each film holds a mirror to how sharing on Facebook goes beyond the online world to real-life friendships and relationships. From getting in touch with long lost friends to bridging the generation divide, Facebook is at the heart of joyous moments every day.
The brief given to the agency was to make the passive consumers more active who are currently fence-sitters and don't actively upload or share things. So how did the idea for the campaign, come about? Padhi explained, “We wanted to do something that reflected their behaviour, show their slice-of-life without trying to get too much of brand into the idea, and since the TG was well defined it helped us bring forth the flavour louder and clearer.”
The films have gone live on various FB channels via which they have been trying to communicate the same to the right TG.
One of the challenges that the agency faced while creating this campaign was to make sure they communicate, in a subtle manner, the role of brand in their life and encourage them to start sharing by which they come closer to their friends and families.
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