In today’s digital era, where content is abundant and attention spans are fleeting, brands need to craft compelling campaigns that not only capture interest but also inspire meaningful engagement. The Times of India (TOI) successfully executed such a campaign with #WhatMakesUsOne, an initiative launched on the occasion of Republic Day. The campaign aimed to spread awareness, increase engagement, and encourage mass participation in a unique one-word contest that celebrated unity, diversity, and the spirit of togetherness that defines India.
Objective: Strengthening Unity Through Digital Engagement
The primary objective of the #WhatMakesUsOne campaign was to encourage people to reflect on what unites them as a nation. By leveraging social media platforms, TOI sought to spark meaningful conversations and bring individuals together in a shared digital space. Through the one-word contest, TOI aimed to foster a sense of pride and belonging, reminding audiences of the values and principles that bind them despite regional, cultural, and ideological differences.
Campaign Idea: Leveraging Influencer Power for Maximum Reach
To create a widespread impact, TOI strategically involved influencers at different levels to promote the contest. The campaign was designed to ensure organic participation by engaging both macro and nano influencers.
Two well-known macro influencers, Ishita Dutta and Awez Darbar, were enlisted to drive the initial buzz around the campaign. They leveraged their extensive follower base to generate awareness about the one-word contest and encouraged their audience to participate through Instagram Stories. Additionally, 250 nano influencers were approached to further amplify the campaign by posting videos on their Instagram and LinkedIn stories. These influencers also engaged in a placard activity, where they shared their own unique take on what makes India united. This multi-tiered approach ensured that the campaign message reached audiences at various levels and across different social media platforms.
Execution: Driving Participation Through Community Engagement
To ensure maximum engagement, TOI collaborated with renowned celebrities like Ishita Dutta and Awez Darbar, who passionately encouraged their followers to take part in the contest. Their strong social media presence helped TOI extend its reach beyond traditional audiences, effectively targeting young, digitally active individuals who resonate with influencer content.
Beyond macro influencers, 50 additional social media profiles were engaged to amplify the contest, leading to an overwhelming response of 200 profiles reposting the campaign’s Ad film on their platforms. This organic sharing contributed to the campaign’s virality, creating a ripple effect that helped it gain traction across various digital communities.
Results: Exceptional Engagement and Impactful Numbers
The campaign delivered outstanding results, underscoring the effectiveness of strategic influencer marketing in today’s digital landscape. The collaboration with macro celebrity influencers generated significant engagement:
- 896 link clicks, directing traffic to the contest page
- 122K+ reach, ensuring widespread visibility
- 72 sticker taps, as users engaged with campaign hashtags and tags
- 120 interactions, including replies and shares
On the nano-influencer front, the campaign witnessed even more impressive numbers, proving the impact of mass participation:
- 450 total profiles actively engaging with the campaign
- 376K+ likes on posts related to the contest
- 468K comments, showcasing the level of audience interaction
- 12.2M+ views, solidifying the campaign’s reach and effectiveness
Conclusion: A Benchmark for Digital Engagement and Social Unity
TOI’s #WhatMakesUsOne campaign stands as an exemplary case of how influencer collaborations can create a compelling and engaging digital movement. By uniting people under a common theme and leveraging the power of influencers at different levels, the campaign successfully sparked conversations and strengthened a sense of community. The overwhelming participation not only drove engagement but also reinforced TOI’s position as a brand that fosters meaningful discussions and national unity.
This campaign serves as a testament to the fact that well-executed social media initiatives can transcend digital boundaries and leave a lasting impact in the real world. In an age where digital storytelling is key to audience connection, TOI’s #WhatMakesUsOne campaign highlights how brands can use social media as a tool to inspire unity, engagement, and positive social discourse.
As brands continue to explore innovative ways to connect with their audiences, TOI’s campaign serves as a benchmark for engagement-driven influencer marketing. For more insights on successful digital campaigns and marketing strategies, stay tuned to our blog!
