CONTEXT
For the rollout of the Private ShareChat feature, I spearheaded a creative campaign that leveraged relatable use cases and satire to engage users across diverse segments of the Indian social media landscape. This campaign aimed to highlight the functionality and benefits of the new feature through a compelling storyline featuring three distinct characters.
The campaign strategy began with identifying prevalent use cases in Indian social media scenarios where privacy and selective sharing are crucial. Understanding these behaviours, I crafted a narrative around three relatable characters who embody these behaviours in everyday situations. Each character represented a different demographic or social media user archetype, ensuring broad appeal and relevance.
The next door aunty
Growing up in Indian households, we all have either witnessed or heard our moms talk about the Mohalle ke CCTV or that one aunty who sees it all & knows it all. The onset of social media has got these aunts stalking us online too. While these aunties manifest into different personas, we all know of that one person who knows our social media a little too well than we ourselves do.
The regular commenter
That dude with an insatiable thirst for liking pictures or religiously commenting on them. Not a post or an update goes without their comment. From loyal fans to sometimes borderline creepy, we are all well aware of comments like ‘always great’ to ‘nice pic..luking gud’.
The serial slider
If you thought roadside romeos died, they didn’t. They’re just online and they’re sliding into DMs even braver than their previous shenanigans. And they’re always dropping a DM, just like Prafool.
The campaign was launched through in-app promotions. Each channel was utilized to maximize reach and engagement, driving awareness and adoption of the Private ShareChat feature among existing and potential users.