BBC
Meet the Client
Invaluables is a wonderful social change initiative created by BBC Media action which aims at connecting the people of Bengaluru to their invaluable friends that they never knew existed- the waste pickers. This phase emphasized on celebrating the work of the waste pickers of Bangalore. #InvaluableRecyclers
Platforms Used
- Social Media
The Objectives
- Amplify the Happy Number (38,32,50,000 kilograms) music video in Bangalore via Influencer & performance marketing.
- Driving awareness through the campaign to promote a greater understanding and empathy for waste picker families and the role they play in supporting a cleaner environment.
- Encourage the audience to join #Invaluables Facebook group to support the waste picker community.
What We Did
- The Happy Number music video was produced with Vasu Dixit, Gubbi, Shraddha Jain and the waste pickers. With the help of performance marketing, the video was amplified on Facebook, Instagram and YouTube.
- Influencers like Mythri Iyer, Vani Murthy, Sonu Venugopal, Ghatam Giridhar Udupa and many more were roped in to support the waste pickers and helped in amplifying the campaign via making content using the Happy Number Song.
- The influencers contributed to the Happy Number by washing their own dabba before throwing it away and encouraging their audience to contribute as well. #WashTheDabba
Results
- We have reached out to 5.1M unique supportive users through our campaign in Bangalore and received over 12M impressions.
- Moreover, we got 1000 new members in our #Invaluables Facebook community group. Disclaimer: The creatives shown above were designed by BBC Media Action and were used by us for performance marketing purposes only.