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Effective Use of Facebook to promote Government Campaigns (Flood IT-II)
Case Study by
Media & Communications
The Gujarat Urban Cooperative Banks Federation was
established in Ahmedabad on 5th March 1975 in
accordance with the provisions of the Gujarat Co-
Operative Society Act, 1961.
The Gujarat Urban Cooperative Banks Federation is
constituted of 244 member banks having more than
800 branches across the state.
The main objective of Project Flood IT was to achieve
the goals of the Digital Literacy Mission by offering 0%
interest loans to students for buying
The project aimed to usher in a Knowledge Revolution
through computer ownership and to provide computers
to students from Kindergarten (KG) to Post Graduation
In the wake of Flood IT I, an immensely successful
initiative by the GUCBF, Flood IT II was envisioned to
empower the student community with Knowledge
catalyst devices right at their door-steps.
A target of 3,00,000 devices was set for FLOOD IT-II
vis-a-vis the last achievement of 1,00,000 devices.
Flood IT-I was marketed through traditional media like
print, hoardings, billboards, radio, etc.
For FLOOD IT-II, the core committee wanted to
incoporate Social Media in them communication mix so
as to be where their target segment (youth) is.
Facebook was chosen as the preferred medium
because of its inherent strengths to communicate,
engage and provide customer service.
Facebook users in demographic range of 13-25 in
To educate the target audience about this project on
Facebook and to reach out to students and parents
who are first timer customers or buyers and the
masses at large.
Disseminate the central message amongst the
Drive online enquiries & registrations for purchase.
Create awareness and increase virality by sharing
details of each event of the program.
Increase fanbase & engagement on Facebook page.
Sustain & accelerate the growth for delivering on the
key metrics of Flood IT -2 FB page.
Deliver user delight.
A variety of communication properties were created :
IT Quotient Quiz
Event updates of on-ground activities
Find The Difference
Spot The Words/Crosswords
Did You Know/Facts
Fan Of The Week
Partner brand promotions and Sponsor mentions
Apart from social media activities, Team Wild Dreams
also conducted various ground level activities at
schools, colleges and educational institutes to promote
the Digital Literacy Mission.
Page Likes 15170
Total Reach (90% reach among target
Post Reach 18487
The 1st month of the campaign delivered the following:
Top 4 post reach cities are from the target audience
Responding to more than 200 queries & providing
prompt response and forwarding leads.
Customer Relationship Management
Over 1447 views
and 33 likes within
views, 59 likes
At the end of the campaign Flood IT – II garnered close to
No. of Fans 28700
Daily engagement Between 2800 to 7000 per day
Daily number of impressions Between 1.2 to 2.3 lakhs per day
Cumulative number of impressions
since inception of activity
Top cities with maximum fans Ahmedabad, Baroda, Surat, Rajkot,
Anand, Gandhinagar, Junagadh
amongst other towns of Gujarat.
Demographics 94% of fans are in the age-group of 13-
88% Males and 12% Females
Leads forwarded from Facebook 1800 +
If you are the Head of any such Govt. Sponsored
project or Social Awareness campaign, we would
be delighted to be of help!
Please mail us your details at firstname.lastname@example.org