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To promote its feminist documentary film festival in India, Godrej India Culture Lab aimed to reach out to artists, writers, actors, academicians, students, corporate professionals, photographers and other documentary filmmakers to engage them in conversations about gender and sexuality. Godrej ICL gained more than 100 followers during the two-week campaign.
The campaign sought to discuss how these individuals perceive feminism and to explore the idea of feminism through Instagram. A 15-second teaser video was part of the campaign for the documentary film festival. Through the campaign, Godrej ICL made note of how Indian and international gender groups, cultural institutes and documentary films engaged in the campaign. Many of those who engaged with the campaign were young students.
The brand noticed that the campaign amplified the likes and comments on the channel from the average daily reach.
This engagement translated into a healthy attendance for the event on ground from local audiences and also encouraged even an international audience to other social media channels and the website of the brand. Godrej ICL had an average of seven likes on each post and a total of 445 likes for the entire campaign. Reposts from three influencers on Instagram added to the campaign’s success.
Godrej ICL reports that Instagram enabled the brand, much like Twitter, to help build ecosystems on a digital platform, thereby making it easier to create impact. JJ
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