BACKGROUND

Standard Chartered Bank wanted to promote their credit cards through social media, but they had a few concerns

They had little or no presence on social media in the rest of the South East Asian region. There was also the possibility of a

negative impact on the brand as seen in the case of other companies trying to sell their services through social media.

OBJECTIVE

The challenge was to make the brand interesting and relevant to the user, while maintaining a connect with the product

Food was found to be second only to shopping in terms of spends through credit cards. That justified choosing food as a category of

interest to leverage the brand.

Maintain a refreshing approach to social media in the category.

EXECUTION

IFE, a community of food lovers, provided users with suggestions for food joints, delicacies, etc. based on their tastes and location. A wide

variety of activities kept the users engaged.

Most other brands had taken the approach of promoting their brands in a direct manner. With IFE, we created a clutter-breaking approach.

We created a community for food lovers, catering to their dining needs through various activities, like:

Daily updates of food recipes, trivia etc.

FOODIE FILES APP: It was a platform that took care of users’ dining needs. The app, Foodie’s Files, had a mascot, Foodie,

who took care of the following:

• Helped users choose places to eat, from our bank, based on their preferences.

• Presented suitable deals.

• Introduced features which make eating out simpler for users.

Allowed users to not only review and rate a restaurant but also add it to their wish list.

We organized the Foodie Awards, which were for the foodies and by the foodies. Restaurants across India competed against each other, in 4

interesting categories. The winners were selected by voters’ choice.

RESULTS

In a year, we’ve not only built the country’s largest community in the Banking, Financial Services & Insurance

(BFSI) category

With more than 6,00,000+ fans and a reach of 55,561,539.

A community that’s constantly growing and has a significantly large base of active users at any given time.

FACEBOOK INSIGHTS

Weekly Total Reach: 300,000+

Daily Organic Reach: 60,000+

Adding 200+ fans on a daily basis

FACEBOOK INSIGHTS

300+ page views on a daily basis

As of July an average viral reach of 1 million