Digital Marketing Campaign by

CORE INSIGHT• Meru is a pioneer in the radio taxi industry and Carpool by Meru is

yet another initiative to reach out to more consumer needs

• Carpool essentially helps people traveling through the same route to share their ride

• Carpool focuses on helping people across India use their cars, share experiences together, do their bit towards the environment and get rid of the everyday travel issues like parking, traffic, rising fuel prices etc, thereby changing the way we all travel each day!

BRAND OBJECTIVE

Introduce the concept of carpooling across India, bringing about a MindShift in the way people currently travel, driving awareness

on the benefits of Carpooling and increasing registrations for ride owners and riders

COMMUNICATION STRATEGY

#DilKaDarwazaKholoHelp India realise the need to open their heart to

others by sharing a ride

#DilKaDarwazaKholo

Carpooling is beyond simply sharing a ride with fellow city travelers. It is about opening your heart to a new way of traveling and doing your

good deed of the day!

When was the last time you helped a pedestrian in need of a ride? When was the last time you considered saving your surrounding from

the rising pollution and traffic issues? When was the last time you considered saving time & money for yourself & your fellow city

travelers? Ride with Carpool by Meru and #DilKaDarwazaKholo!

FACEBOOK

ACTIVITIES COVERED

• Introduced and spread awareness about Carpool by Meru

• Launched the hashtag #DilKaDarwazaKholo

• Covered carpooling benefits from a ride-owner’s perspective

• Contests for introducing & promoting the hashtag

• Content encouraged users to download the app & register for carpooling

Phase 1 - PRE-BUZZ• Introduced the concept of carpooling to our users

• We explained the various reasons why one should carpool and thereby lead them to register their vehicles for this service

• A focus on Ride-owners help increase registrations

Prelaunch Teaser

Total Interactions: 1659

Comments: 151 Likes: 11393

Total Interactions: 11575

Launch DayINTRODUCTORY POSTS

Launch DayINTRODUCTORY POSTS

Total Interactions: 8229 Total Interactions: 37

Offer RelatedINTRODUCTION + PAYTM OFFER PROMOTION

Comments: 16 Likes: 4461Shares: 45

Total Interactions: 4522

Comments: 151 Likes: 11393Shares: 31

Total Interactions: 11575

Themes to encourage RegistrationsENCOURAGING REGISTRATIONS WHILE HIGHLIGHTING BENEFITS

Make new friends Reduce parking issues Help others

Themes to encourage RegistrationsENCOURAGING REGISTRATIONS WHILE HIGHLIGHTING BENEFITS

Save the environment Save MoneySave the environment

Testimonials

Phase 2 - HASHTAG LAUNCH

• We launched the hashtag, #DilKaDarwazaKholo, with a Facebook and

Twitter Contest to increase instant awareness

• The Contest helped increase awareness and educate people on

Carpooling

• Contest Idea: Users had to tag any 5 of their friends whom they’d love to

carpool with, while also telling us why carpooling is the way to go!

HASHTAG LAUNCH

Total Reach: 2,164

Phase 3 – Topical Content

World Car Free Day World Heart DayKeeping engagement rolling, we picked up trending topics and created content around it

STATISTICS - Facebook

Talking About 16,470

Total Fans 148,345

Engagement Ratio 11.10%

Total Interactions 26,117

Post Reach 254,501Average Reach via Posts (Total Reach/ FB Posts) 9,426

WHAT WORKED - Facebook• A distinct visual and engaging identity for Carpool by Meru lead to an

increased awareness on the benefits and offerings of Carpool

• Registrations for the service saw a healthy increase via social media, through organic and media efforts, through engaging content and creatives, along with consistently driving the benefits of Carpooling

• The usage of a contest to kickstart the campaign communication, #DilKaDarwazaKholo helped drive a direct connect between Meru and their new service, Carpool by Meru

TWITTER

ACTIVITIES COVERED

• Launched & spread awareness about Carpool by Meru

• Interacted with influencers, users and celebrities to educate and create a

demand for Carpool

• Made #DilKaDarwazaKholo trend across India, giving it higher outreach

• Created awareness amongst celebrities using #CarpoolCelebCrew, again

trending across the city

Sample Tweets

Engagement with trending hashtags

#DilkaDarwazaKholoCONTEST OBJECTIVES

• To launch our campaign, #DilKaDarwazaKholo, and highlight the need to share rides to those around you

• To educate people on what Carpool by Meru is

• To drive awareness and registrations amongst ride owners and riders

Contest Tweets

PARTICIPANT TWEETS

HASHTAG TREND - Twitter

The hashtag trended in India for over 2hours. This was possible as we wereable to get an average of 8 Tweets peruser which thereby led to them stayinghooked to our page and respond to allour tweets.

CONTEST STATISTICS

Total Tweets 1,703

Total Reach 213,101

Total impressions 1,826,015

#CarpoolCelebCrew Contest

Contest Tweets

Contest Tweets

Hashtag Trend

Hashtag and handle both trended in Mumbai (Trendsmap)

Statistics

WHAT WORKED - Twitter

• Increase in interactions: Once we introduced the hashtag through the contest, we have substantially increased the interactions on our handle

• Contests Trended organically: The hashtag successfully trended in India with over 1700+ Tweets. #CarpoolCelebCrew too trended with over 1500+ Tweets

• Increase in hashtag awareness: As the main objective was to get the word out about the campaign, we were able to build a recall value of #DilKaDarwazaKholo

• Tweeting to Trending HashtagsWitty use of the trending hashtags led to increase in awareness and cross-promotion by brands like HP India and Quikr etc.

Digital Outreach

Website Banner

Website Banner 1www.merucabs.com

Website Banner 2www.merucabs.com

In-App Banner

In-App Banner 17 Lac User Base

In-App Banner 27 Lac User Base

In-App Banner 37 Lac User Base

Emailers

Emailer 16.4 Lac User Base

Emailer 26.4 Lac User Base

Corporate EmailerShared with HR Managers at

MNCs

SMS Push to Existing Users

SMS Push to:• Users who didn’t update the app and don’t have access to Carpool feature

“Update the app & check out the new service, Carpool by Meru. Register your car & get Rs.50 on completing the 1st ride.”

• Users who updated the app and have access to Carpool

“Get up to Rs.450 by offering rides on Carpool by Meru.Get your car registered & start carpooling!”

CAMPAIGN SUMMARYParticulars Details

Social Media Outreach 6.6 Million

Digital Outreach 3.5 Million

Total Outreach 10.1 Million

Impact of Carpool by Meru in 2 months:• 3x user growth MoM for the Application• + 11% sustained engagements related to Carpool by Meru• People have been MindShifted towards taking Carpools in India!

THANK YOU

Follow the journey:www.facebook.com/merucabswww.twitter.com/merucabswww.instagram.com/meru_cabs