HDFC Bank is back with its festive campaign — HDFC Bank Festive Treats 2.0. Kinnect, the social media and digital creative agency for HDFC Bank, has conceptualised and executed the influencer-driven campaign.
Given how the year 2020 has been, this festive season was almost like light at the end of a tunnel. With consumers staying home and adjusting to the new normal, there was a lot of pent-up demand for shopping. Playing on this insight, HDFC Bank launched Festive Treats 2.0 with the ethos of ‘Now All Is Possible’ with their 1,000+ offers on cards, EasyEMI and loans. Well while there was demand, there weren’t funds available for all. Offers and cashback were provided by a lot of brands, but HDFC Bank rose to the occasion by becoming enablers and provided funding (EasyEMI and Loans) for the purchases as well.
Last year, HDFC Bank along with Kinnect amplified Festive Treats by capitalising on influencer ads of almost every other brand on photo-sharing platform Instagram with the #AddAnAd campaign. Almost every influencer ad on Instagram stories was followed with an HDFC Bank story on how to buy that product with an HDFC Bank Festive Treats offer. Taking it a notch higher, this year, consumers could not only buy products showcased in influencers' stories but could opt for EasyEMI options and loans for buying new gadgets, dream bikes, homes, and cars, showing the range and vastness of the offers and carrying forward the campaign thought of Now All is Possible.
The campaign started with a static burst of influencer images that called attention to HDFC Bank's over 1000+ offers on Cards, EasyEMI, and Loans. This burst highlighted that buying everything on the shopping list is super easy with HDFC Bank FestiveTreats. This aided brand recall with visual cohesiveness of the posts as well as the striking 3-D quality.
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Collaborating with trendsetters across beauty, fashion, lifestyle, tech, and entertainment segments on Instagram, Kinnect took into account which brands they were promoting this festive season. Once the other brand stories were live, they got influencers to immediately post the HDFC Bank offer for that particular brand. The idea was to simply add a Festive Treats ad, to every other brand ad. The influencers highlighted that 'Now All Is Possible with HDFC Bank' since there are a plethora of offers and other deals as part of this year’s HDFC Bank Festive Treats.
The #AdAnAdd campaign makes promotions extremely personalised and resonates with every Indian's festive shopping needs. It spreads festive cheer and emphasises that the reasons to celebrate just got better. The campaign recorded 20 million impressions and over 1 million engagements in just 48 hours.
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Chandni Shah
Chandni Shah, COO, Kinnect, said, “Marketing during the festive season is a cluttered space. The consumers have myriad offers to choose from and often find it difficult to make decisions. With HDFC Bank Festive Treats 2.0, we wanted to personalise promotions and make the decision-making process simple and intuitive for the consumer. We not only did want to make this experience better but also take it a notch higher through a clever takeover on Instagram leveraging influencers.”
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