Company overview
TCS is a leading global IT services and consulting company, empowering businesses to embark on digital transformation journeys. With a focus on innovation, TCS leverages cutting-edge technologies to deliver exceptional value to clients worldwide.
Challenge
Creating positive and sustainable change is part of Tata Consultancy Services’ (TCS) ethos. Nowhere is this more evident than the TCS Sustainathon, a platform that empowers university students to cultivate their interest in sustainability, digital technology, and entrepreneurship, while addressing environmental and social challenges.
We’ve collaborated with TCS for several years as a content partner for their social media event marketing. Therefore, we were the right choice to create a paid social strategy, and other assets, that could attract teams of students to participate in the three-week event.
We needed to effectively communicate the value of the challenge and compete for their attention.
Solution
Firstly, we collaborated closely with TCS to create a compelling video script that effectively conveyed the purpose, benefits and excitement of the challenge. Then, we developed and executed our targeted paid social strategy on Instagram and Facebook.
Leveraging their extensive reach and targeting capabilities, we strategically promoted Sustainathon to students, emphasising the unique learning experiences and networking opportunities.
As part of the social media event marketing campaign, we also created two captivating static image assets that complemented the messaging. By carefully crafting ad copies, interactive visuals, and concise messaging, we highlighted the value proposition of the challenge, showcasing the chance to make a tangible difference in the world.
Furthermore, we closely monitored and analysed both campaign’s performance, making data-driven optimisations to maximise their effectiveness.
Outcome
Overall, our combined efforts of creating an impactful video script, image assets, and executing paid targeted sustainability social media campaigns successfully attracted a diverse pool of university students to participate in the challenge.
Our Facebook campaign generated significant impressions and reached a wide audience of 67,674 unique users. The campaign resulted in 1,380 link clicks, indicating a strong interest in the challenge.
On Instagram, we successfully reached 87,781 unique users with a single image ad, and 88,573 unique users with a video ad. The ads generated a total of 2,048 link clicks, further showcasing appeal for the challenge.
67,674
unique users reached on Facebook.
1,380
clicks on Facebook campaign.
2,048
clicks on Instagram video and image ads.