It was definitely one ride of our lives to work with the team of Kevi Rite Jaish as their official Social Media Marketing partners. We are stuck in an awe to be a part of the wonderful journey of promoting the movie on Social Media. We began with posting certain content which turned out to be liked by the major audience of Gujarat. It received a great organic reach. We are glad to stay, Tej SolPro could live up to the expectations of Kevi Rite Jaish team.
Before talking Social, let us understand what it can actually do. Social Media cannot measure footfalls that would go to watch the movie because they saw the page on social media, but it definitely can create a brand recall in the mind of its audience. Social Media has the power to create a buzz, spread the word, reach to thousands of people with less effort and low cost. It definitely cannot guarantee a houseful show to the movie. But it can create an impact on social media that intrigues people to book tickets or at least read about the movie.
Coming back to Kevi Rite Jaish, is the movie successful? Damn, yes! This is the 5th successful week of the movie and has gained the tag of “Best Gujarati Movie” already. The public is loving the movie, not only in the theaters, but it is gaining a good attraction even on Internet. Director, actor, actress, story and efforts of many other people combined are behind the success of a movie in a theater. But ever thought how you can make it popular on Social Media among your target audience?
See how Tej SolPro carried out a successful campaign for Kevi Rite Jaish
Content is the King
“Content Marketing is a commitment not a campaign”
Well, what exactly do you mean by Content? It is anything that adds value to a reader’s life; be it in any form – videos, text, images, links etc. The more informative/attractive your content is, the more persuasive it will be.
When creating or curating content, it is most important to keep your group of readers in mind; their likes, their dislikes, their interests. As for the movie Kevi Rite Jaish, an urban class Gujarati movie, the major focus had to be around things that people in Gujarat love. For e.g., creating content around food, business or travel made more sense.
This thought led us to create a content that said “Mummy na haath na Khakhara & Thepla are better than Burger and Pizza” (Gujarati Food made by mom is even better than junk food). The content was made in such a way that it would appeal to every fan on the page. Connecting directly with Gujaratis, gave us a lot of interaction and good engagement immediately, with some posts going viral as our reward 🙂
If Content is the king, then TIMING is the Kingdom
All social media strategies shall go in vain if we fail to execute at the correct time. Entire Digital Marketing is the game of timing. If you want to win it, play your turn just when the time is correct.
Not only were we creative while creating content for the movie, but posting it right at the time helped us to reach maximum people. Every time there is a combination of creativity and perfect timing, your post will see a consistent increase in a number of likes, shares & interactions.
Just when Shahrukh Khan got banned from Wankhede stadium, we posted an image that said “Bhai haave Wankhede stadium Kevi Rite Jaish”. This post did get a lot of shares and was loved by the audience. The presence of mind is the key to promotion.
Other than creating memes, live event updates of pre-movie release and post-movie on the fan page was also loved by the audience. This definitely helped us in our successful campaign.
Let’s toast the User
User Engagement is the key role of any Social Media campaigns. Likes do matter, but the more important thing is to retain them. Engaging the people in conversations, retaining them with content is the bigger challenge.
If you visit the fan page of Kevi Rite Jaish, you will see a number of likes, shares, and comments on all the posts. That is User Engagement! It means that our fans are viewing our content regularly and staying updated.
There were times when our posts received more than a hundred likes in few minutes. This was possible only due to a perfect combination of creativity and timing.
To keep the users engaged, we also shared Show timings of the movie on our page. This helped us get much more views and interactions over all the social media platforms.
Treat your Audience as your partners
“If your target audience isn’t listening, it’s not their fault, it’s yours.”
Know your readers well even before your start strategising the campaign. Get into the shoes of a reader and point out the kind of activities you would like to see.For Kevi Rite Jaish, we knew we had to reach to Gujarati’s around the globeClick To Tweet
For Kevi Rite Jaish, we knew we had to reach to Gujarati’s around the globe and connect with them with the content they love. Posting memes around habits of Gujarati, creating content in regional language grabbed a lot of eyes. We were glad to see people loving our fan page even before the release.
Post-release engagement with users holds equal importance too. We keep the movie page interactive by posting movie dialogues and live event pictures. These content helped us to keep the connection alive with the audience.
Keep surprising your audience and see the magic!
In a nutshell, it was an amazing experience to work with the team of Kevi Rite Jaish and promoting their movie online. Promoting movie was definitely not easy, but it gave us a lifetime of experience with a unique challenge every day.
Can you think of any other creative ideas for promoting a movie? Comment here. We would love to know more 🙂