Industry

Retail

Service

Mi South India

Objective

Our objective was to handle their social media pages across five states in southern India and increase positive customer engagement. We developed multilingual, multicultural and localised content to suit their business needs in each of the states. The localised and relatable content also increased customised engagement and sales in all five states including Tamil Nadu, Kerala, Telangana, Andhra Pradesh and Karnataka.

Strategy

Mi is India’s No.1 smartphone brand, but we increased their shop footfalls and expanded the availability of Mi commerce service to nook and corner of the southern states.

While users can buy products and get information about them on the website, the target was to pitch purchases of the products at the retail outlet. Because of this, we strategized a strong Content and social media marketing strategy that would drive awareness of products online but motivate consumers to visit their offline store to make the final purchase.

We created Diwali and Pongal campaigns with video and static posts being promoted on Instagram and Facebook to a pan-India working-class audience for more engagement and reach using Facebook’s Reach and Frequency buying technique.

To make this scenario come to life, we built a plan that would cater to each step of the consumer’s decision-making process. This would help users who were still in the awareness stage and push them down the funnel until they finally made a conversion at one of the offline stores.

Association

The 1.5 years bond that Ayatiworks shares with Mi South India have seen only ladders of hope and growth.

Results

People reached

10M+

Impressions

2.6M+

Engagement

2.1M+

Video views

2.1M+