Charity Marketing & Advertising for the SBI YFI Fellowship by nudg marketing agency

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The SBI Youth For India FellowshipCharity Marketing & Advertising

About the brand

The Youth for India Fellowship is the flagship CSR program of The State Bank of India, run by the SBI Foundation. The fellowship aims to find and groom India’s next generation of social leaders who spend one year to go work in remote parts of India in developing specific areas of rural development. The fellowship also partners with leading global NGOs like Gram Vikas, Sewa Mandir, Barefoot College, Aga Khan Rural Support Program (India), Sewa Bharat, Dhan Foundation to name a few. The goal was to leverage the best charity marketing and advertising strategies to attract the best applicants to the fellowship. 

The nudg team today manages the communications and promotions to attract an ideal mix of applicants to the fellowship. From social media communications, digital ads, landing page and emailer campaigns, the nudg team works closely with the fellowship team to ensure the most successful campaign outcomes and ROI in the history of the fellowship. 

Our Solutions

Our Solutions

PPC & Performance Marketing

We reached, educated, and attracted ideal applicants worldwide using targeted search, social & mobile ads.

Social Media Marketing

We activated platforms to reach new audiences which was key to the brand exceeding its campaign goals.

Email Marketing

To further enhance one-to-one communications, we used nudg's email design & campaign platfrom.

A new graphic design route to give the brand a powerful new look

Sign language helps users break traditional language barriers — so we took inspiration from it to give the SBI YFI Fellowship its own unique brand design. Our grahic design team created symbols to expain the process fellows go through during the fellowship. 

Further to this, the color palette was drawn from high-contrast vision-accessibility guidelines blended with elemental aspects to enhance the sustainability angle of the fellowship.

Here's how social media marketing helped reach millions in just weeks

When nudg started working with the SBI Foundation, it had already built a presence on most key social media platforms. Yet, it was adding new platforms like Instagram, optimizing YouTube, and enhancing the content and messaging on Facebook and Twitter which led to the exponential growth in the audience and reach. Using a memorable new ‘polaroid’ look, and using raw content that painted a realistic picture of the passion of each fellow who was working in the remotest parts of India, we built authenticity and trust around the fellowship. Giving one of India’s premier youth leadership initiatives the best charity marketing strategies it needed to grow. 

Our team also used various social media innovations including Live Videos, Chatbots, Interactive Stories, Takeovers and more to feed the audience a constant supply of fresh and engaging content. The nudg campaigns led to the fellowship seeing a huge spike in applicants who first discovered the fellowship over social media. 

Engaging users with real-time video production for
Facebook Live & YouTube Live stream sessions

Apart from solving a key objective for growing brand awareness and understanding for the fellowship, it was also key to use Live video formats to actively reach more audiences. It is a well known fact that Facebook Live & YouTube Live streams typically reach a greater audience than usual videos and posts. To help the brand reach more by spending less, the nudg team helped bridge alumni, NGO leaders, and SBI leadership with millions of users across the world. 

The nudg team used out in-house studio team for key events, and after the 2020 lockdown our team redoubled producing live videos using our remote video production studio with digital promotions across chatbot notifications and emailers to remind, alert and ensure thousands of users tuned into the live videos. 

Each live video engaged and answered thousands of the brand’s key target groups.

Live Videos

How landing pages amplified results
from various search & social PPC campaigns

 

Since there were various digital campaigns running with the objective of reaching the ideal mix of applicants, nudg needed to create a landing page. Which was also high-performance, intelligent and able to provide key real-time insights to the media and planning team. For this, our UI design & technology team devised best-practices in charity marketing and developed a custom landing page on nudg’s managed cloud hosting platform. Which helped track attributions & analytics, while also A/B testing various communications strategies on the landing page. 

Going beyond Google Analytics to glean
powerful charity marketing insights

Getting the users to the application form was only half the challenge, the other half was to guide and retain them through the initial phases of the process. When nudg began the project, over 400 emails were being answered each day by the fellowship relations team. To optimize this and to improve performance, nudg implemented FreshDesk support knowledgebase. While also creating automated rules to instantly answer frequent questions. 

At the same time tracking and improving the UI and UX of the application process so the outcomes of the campaign were being met. Using tools like Google Analytics, Hotjar heatmapping, and propreitary user experience mechanisms allowed in over a 400% improvement in campaign outcomes. Even application completions far exceeded the brand’s expectations. Especially during the 2020 pandemic when concerns were at an all-time high.

Ads across search and social media to
connect with the right audience

To project authenticity and build strong brand associations, the nudg media buying team used a careful mix of Google, Facebook, Instagram, YouTube Ads. With strategic ad buys across specific websites and apps. Each ad was optimized and tracked closely using calibrated ad attribution and ROI tools. At the same time our team also analyzed insights from hundreds of charity marketing campaigns to ensure the ideal campaign outcomes.

Email marketing as a tool to engage, inform,
and build a great charity marketing campaign

Only 100 fellows made the cut to become fellows in each cohort. It was a key goal for the nudg team to keep the audience engaged and invested in the fellowship as the fellowship team went about their selection and interview processes. 

Charity marketing campaigns benefit hugely from email marketing campaigns. They were working round the clock here with millions of emails being sent at the lowest cost and delivered into the inboxes of all aspirants. Keeping them informed about the latest updates. 

Email marketing services from nudg helped reduce efforts for the SBI Foundation team. They were key to retaining the best fellows over the course of the overall campaign. Based on these outcomes, emailers were increased by 600% in subsequent campaigns.

Thousands interacted with chatbots to
learn about the fellowship

Young applicants usually have many questions about the fellowship before they make their decision to apply. Most would avoid asking them, while others would wait to get a response as the fellowship dealt with a flood of questions. To solve this challenge, the nudg tech and strategy team developed and set up a custom chatbot on the Facebook Messenger platform

The chatbot not only answered questions, but also shared stories about fellows, informed the audience with the latest updates around the fellowship. 

This Facebook chatbot has now become a key avenue for the brand to engage and grow its audience.

Campaign outcomes and successes

Success Stories

Having nudg as marketing partner led to the fellowship seeing its most effective campaigns since its inception. Today, nudg works closely with the team to continuously improve and help build the fellowship into India’s most sought-after youth program, and will soon go on to making the program a global leader. 

400%

more ideal leads

The campaign mix managed by nudg led to a significant boost in ideal leads based on key brand parameters.

81%

reduced CPC

By optimizing keywords, improved creatives and precise targeting strategies, CPC came down heavily.

15M

users reached

The campaign reached millions who helped us in the search for India’s best & brightest. All this with a frugal budget.

1807%

more profile visits

Instagram turned out to be a powerful tool and saw a huge jump in young users curious about fellowship buzz.

Other services included

Other Services

The campaigns also needed nudg to draw from its extended marketing services to help maximize outcomes for the brand. These included a blend of technology, marketing and strategic services, which also played a pivotal role in achieving the campaign outcomes the State Bank of India Foundation needed to ensure success.

1-brand development
15-graphic design
12-seo services
18-3d ar vr mr

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Beauty and Cosmetics Marketing Case Study | Bryan & Candy

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Bryan & Candy, New YorkBeauty & Cosmetics Brand Marketing

About the brand

Bryan and Candy, New York is transforming the grooming habits of men and women worldwide by offering a wide range of premium grooming & wellness products that reflect all the latest international trends. When the brand began its journey it invited nudg to work closely in helping develop and manage its key beauty and cosmetics product marketing. First, this included the nudg digital marketing team plan the initial go-to-market strategy. Second, nudg also designed and developed a Shopify e-commerce website, and managed Amazon Seller Central to drive online sales for the brand. Third, to drive brand awareness and recall, communications over social media marketing, PPC campaigns & ads across networks helped users discover the brand. Finally promotions, influencer marketing, video production, emailers, and other strategies continue to support the brand as it grows its market and expands its offers.

Key Marketing Services

Key Marketing Services
11-influencer marketing

Influencer Marketing & Content Production

To expand reach, nudg engaged fashion & beauty influencers to promote and produce content.

19-website development

E-Commerce Website Development

nudg designed, developed and managed the brand's Shopify e-commerce website to drive sales.

4-amazon seller services

Amazon Seller Central & Sponsored Ads

nudg manages listing, promotions, page optimization, and Amazon SEO to increase sales, and category visibility.

A High-Performance
Shopify E-Commerce Website

 

As the brand began to list its range online, the key objective was to showcase the core benefits each of the products offered. A growing trend in beauty and cosmetics product marketing was a deep focus on extensive research, skin-friendly ingredients and eco-friendly practices, all of which the brand had achieved. To communicate all these factors, the nudg team recommended the robust and reliable Shopify E-Commerce platform. This was after evaluating various alternatives including WooCommerce, OpenCart, Magento and even custom platforms. Once designed and implemented, the website clearly conveyed the brand’s product range and offered a quick, responsive and mobile-friendly customer experience for users. 

To ensure a seamless and hasslefree experience, the website also used popular payment gateways including CCAvenue, and PayU. Additionaly, gifting and corporate sections were added to increase sales revenue from emerging verticals for the business.

Beauty & Cosmetics Product Marketing
with Social Media & PPC Ads

As we launched the brand, we wanted to ensure the core values and unique selling proposition of the brand was evident in every aspect. At the same time so many beauty and cosmetics products were marketing themselves on social media — it was important for us to create a memorable and distinctive voice. 

This began with identifying the key networks for the brand, where Instagram took the top spot, followed by Facebook, Pinterest, Twitter and YouTube. After this, the creative and strategic team cracked the content marketing strategy and social media engagement strategy. This included contests, influencer engagements and tactical media buys, the brand saw its audience and followers explode across networks. 

The results of the social media engagement led to postive brand sentiment amongst millions across India discovered the brand. Which led to a direct lift in the sales and revenues for the business.

Managed Amazon Seller Services,
Promotions, PPC & Optimization

The nudg team helped set up and manage the brands Amazon Seller Central and also created the Amazon Storefront to better enhance the brand presentation and showcase its product range. This included creating everything from the product photos, listing titles & product information with keyword optimization, as well as driving promotions using sponsored listings, lightning deals and more. Additionally, the nudg team helped the business team maximize opportunities from Amazon by increasing visibility and sales for the products using offsite promotions. This was done using Google Search Ads and Social Media retargeting campaigns which reengaged previous buyers and those considering a purchase.

Amazon Storefront

Influencer Marketing Campaigns
on Instagram, TikTok & YouTube

Beauty and Fashion Influencers played a key role in helping the brand gain traction over the years. Ranging from bollywood celebrities to up-and-coming creators and influencers, many passionately endorse and help promote the brand consistently. A key role for the nudg team is match the brands objectives to the ideal influencers. Once done, our team reaches out to these influencers and coordinates the campaign to ensure adherence to brand guidelines and marketing campaign objectives. Lastly, the team also analyzes the results of campaigns and uses tracking and affiliate mechanisms to meansure the outcomes from each campaign. 

Overall, the brand has been able to see significant benefits to its business and online sales , as well as branded content ever since it has engaged influencers via nudg’s digital marketing agency team.

Graphic Design & 3D Product Models
for E-Commerce & Promotions

When any brand launches its offerings online, one of the first challenges it faces is the need for professionally shot, and well-staged product photographs. While nudg works with a range of photopgraphers, including product photography specialists, for Bryan and Candy, nudg used 3D modelling to get the job done. Photo-realistic 3D Product models were made to match the exact product specifications and needs the brand had, while also presenting a vivid expression for the audience to understand the brand look and personality. Combined with actual photoshoots and content creation, 3D Modelling allowed the brand to rapdily showcase its offerings online and save thousands of dollars in the bargain. These 3D techniques even helped the brand in its future exploration with new products its R&D team was testing. 

A Success Story for
Beauty & Cosmetics Product Marketing

Success Stories

Since nudg was a key partner as the brand began its journey, we have seen millions of users find, discover and love the products over the years. As the brand focused on bringing only the most desirable products to market, nudg marketing consulting focused on sharing the most practical and high-impact insights to help accelerate the brands growth. Partnered since the early stages, Bryan and Candy has grown multifold in its business. Here are some key highlights we have been able to achieve for the brand.

20x

growth in sales

Since the brand takes a digital-first approach to offer its products, nudg has focused on improving sales multifold. This covered growth over one year in combination with transactions over Amazon & the brand’s own website. 

20M

targeted reach

As a young brand, nudg helps online marketing communications reach over 20M unique users each quarter. These are users who match at least three key targeting criteria across online social media and search networks.

700+

post engagement

The brand is exponentially growing its online audience, and nudg produces a steady content flow to drive social engagement. These posts on average generate at least 700+ engagements across Facebook & Instagram.

300+

influencers reached

A consistent outreach program has attracted thousands of influencers and celebrities to engage with the brand over the years. However only a handful have made the cut to represent the brand and its values online. 

Other Services

Other Services

As a key marketing partner for Bryan & Candy, nudg also supports the brand with additional services and consulting which are key to the brands success. These services encompass all key marketing, technology and design aspects early and mid-stage e-commerce brands need to get their business online and thriving. 

15-graphic design
16-video production
17-content writing

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