BACKGROUND
Bangladesh is a multicultural country where celebrating traditions and culture is embedded in our blood. Shakrain Festival is one of those occasions which has been celebrated for a long time in and around Old Dhaka (the buzzing and culturally enriched part of the city) during a specific time in the Bengali calendar. It portrays a symbol of unity and friendship which is observed mainly with the ritual of flying kites. Yet, the occasion was not familiar with people living outside of Old Dhaka. Grameenphone during that time, were struggling to gain engagement to gain followers and garner engagement on their Instagram page. We realized, Shakrain could be the right occasion that can be leveraged to change the situation for Grameenphone’s Instagram page.
OBJECTIVE
- Familiarize people outside Old Dhaka with the diverse heritage of Bangladesh by capturing the colors and rituals of Shakrain through an intregrated campaign
- Infuse social media communication with on-ground activation
- Inspire User Generated Contents to drive the integrated campaign
- Generate organic PR
- Integrate multi channels on social media and offline activation to drive the campaign
- Drive fans of Grameenphone’s Facebook page to its Instagram page
IDEA
The idea was to capture the true essence of Shakrain to help familiarize people about the tradition and associate Grameenphone with it. We wanted to be a part of this traditional Bangladeshi celebration and portray the beauty of this event through an offline activation, an inspiring AV and an Instagram based campaign.
EXECUTION
We started running a campaign called “Urai Ichcher Ghuri” (Flying the kite of aspiration) through Grameenphone’s Facebook and Instagram pages where we asked people to submit their photos using #UraiGhuri (which means Flying Kites) and #Grameenphone. We distributed 5000+ kites among the local people of Old Dhaka on the day of the celebration. We made an inspiring video capturing the beauty of this festival and shared it from Grameenphone’s social media pages 3 days after the event. Through this video, we successfully captured the essence of the festival and brought it forward to everyone living outside Old Dhaka. People from all around the country and popular facebook groups started sharing and talking about this event and it thus became viral.
RESULT
- Received 3000+ submissions
- 1200%+ organic fan growth in Grameenphone’s instagram page
- Video Comments- 12500+
- Video shares 15000+
- Shared from 9 other popular pages
- Video views 850,000+
- 88,000+ post likes, 58,000+ video likes
