BTVI is India’s premier English business news channel. It bridges the gap between opinion seekers and opinion drivers. The Union Budget 2018 was set to be presented on the 1 st of February. Given that this is the biggest activity for a finance news channel, BTVI rooted for the maximum number of tune-ins. For the annual budget, we decided to run a campaign promoting the same.
To run a digital campaign for ‘Union Budget 2018’.
To disseminate information about it in the most impactful and user-friendly manner.
To position BTVI as the one-stop news portal for all simplified budget-related updates.
For this phenomenal campaign, we decided to work in 3 phases on a digital level.
Pre-Budget: This phase included relevant and informative content pegs, along with promos, mailers, polls & GDN banners.
Day Of The Budget: This included important budget-related content and crucial on-the- go updates as the finance minister delivered his speech.
Post-Budget: The third phase emphasized on the various aspects of the Union Budget that would have an impact on the lives of the common man.
We published this information on BTVI’s social platforms. The campaign and its content was very well-received by the digital audience, making it an absolute success!
Social Media Marketing
At this stage, we decided to devise the following content pegs on all social platforms:
Budget Trivia: We highlighted interesting, uncommon facts about the Budget across Facebook, Twitter and LinkedIn between 12 th January and 23 rd January.
Budget-O- Pedia: The idea behind this content peg was to simplify budget-related terms and present them in a dictionary format.
Promos: This content peg included graphic promos, vignettes, expectations’ promos etc. We put out Budget GFX promos that were animated videos of the trends that Budget 2018 would adopt to.
Polls: From 25 th January 2018 to 31 st January 2018, we ran live polls on Facebook and normal polls on Twitter & Facebook, on the lines of how Union Budget 2018 would impact the common man.
Mailers: 5 mailers were situational and 1 mailer was for announcing the channel’s presence on Hotstar. We boosted all these mailers for a better reach.
GDN Banners: We decided to put up GDN banners to enhance engagement. Hence, a total of 12 banners were put out as Google ads. These included mailers for home, portfolio and savings in 4 different dimensions.
Day Of The Budget
We divided the activities of the main day, that is, 1 st February, into 2 slots. The first slot consisted of the time from 7 AM to 11 AM, and the second slot consisted of the time from 11 AM to 2 PM.
Slot 1: In this slot, we released a series of posts every 15 minutes between 7 AM and 11 AM. Ourpostings included content-driven posts, reposting of poll results, relevant tough questions andmailers, promos related to stock markets, and promos highlighting the alliance between BTVI &Republic.
Slot 2: During the budget speech, the posts that highlighted the major schemes and changes brought in by the Union Budget were shared. These were put up one after the other as and when the update came in across Facebook, Twitter or LinkedIn.
We divided our post-budget activities again into 2 parts, that is, Key Takeaways and Budget Highlight Promos.
Key Takeaways: After the disclosure of the Budget, we put out 2 creatives – one depicting the basic goods that have become costlier and the other depicting the goods that have become more expensive.
Budget Highlight Promos: Post the Budget, we released 5 promos that were snippets of important highlights from Budget 2018.