Empowering Impact
Give India's Memetic Triumph in Combating Sex Trafficking
₹2
lakh+ worth donations in 48hrs
28 Lakhs+ Organic Reach in 24hrs
2
Lakhs+ Organic Likes in 24hrs
Give India (Give Foundation), an esteemed NGO focused on poverty alleviation and social initiatives in India, sought the expertise of digiPanda Consulting to enhance reach, awareness, and engagement for their campaign against the sex trafficking of minor girls. While Give India initially considered ‘influencer marketing’, digiPanda Consulting proposed a revolutionary approach: Meme Marketing, hence the team of mememarketing.in came into action.
"This was a unique campaign since we had to use memes which are typically funny in nature to capture attention for a sympathetic cause."
Marmik, Meme Lord (mememarketing.in)
Challenge
Give India faced challenges in reaching its target audience, generating awareness, and avoiding potential risks associated with influencer marketing, such as backfiring and trolling.
Solution
digiPanda Consulting recommended leveraging Meme Marketing as a more effective and engaging alternative for this sensitive campaign. We crafted a comprehensive strategy that incorporated carousel posts, featuring a static image of Manju, a resilient worker from “The Gudiya Foundation” who had rescued over 5000 girls from brothels.
Meet Manju
The carousel posts consisted of static photos, videos, and memes, with a static image as 1st slide and then a video, and meme in this way we hooked our audience successfully.
One of the examples of our strategy is including a popular dialogue adapted from the Bollywood movie "3 Idiots" to create resonance with the audience.
Campaign Results
Implementing the Meme Marketing strategy led to exceptional success for GiveIndia's campaign against sex trafficking.
Major Milestones
Organic Reach
Within just two days of the first post, it reached an astonishing 28 lakh accounts and received over 2 lakh likes.
Engagement
The engagement and response were overwhelmingly positive with an engagement rate of around 10%.
Approach
Furthermore, mememarketing.in strategically selected the most appropriate meme pages on platforms like Instagram, and Facebook including the well-analyzed and engaging page called 'Ghantaa.'
Donations
By placing the fundraising link in the meme page's bio, the campaign generated rapid donations, with more than 25 individuals contributing around 5k each on the first day alone.
The collaboration between GiveIndia and digiPanda Consulting showcased the power of innovative marketing strategies, as Meme Marketing proved highly effective in raising awareness, engaging the audience, and driving significant contributions to the noble cause of rescuing minor girls from sex trafficking.
Through their successful partnership, GiveIndia demonstrated a remarkable commitment to leveraging digital platforms to create a real impact and advancing their mission of a poverty-free India.
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