The Challenge
ShareChat aimed to position itself as an essential platform for brands targeting the vast and diverse Bharat market. The primary challenges it faced were
01
Highlighting Bharat's Growth Potential:
Establishing Bharat as a key growth driver for brands that traditionally focused on metro and Tier-1 audiences.
02
Showcasing ShareChat’s Value:
Demonstrating the platform’s importance in the lives of Bharat’s users and its unique ability to connect brands with this demographic.
03
Raising Awareness of Marketing Solutions:
Educating brands about ShareChat’s comprehensive suite of full-funnel, objective-driven marketing tools.
The Solution
To tackle these challenges, Tailwind developed a phased, holistic strategy:
Phase 1: Setting a strong foundation
Customer Profiling:
Identified the ideal customer profile by segmenting the target audience and analyzing their needs, behavior, and influencers.
Competition Analysis:
Conducted a thorough assessment of direct and indirect competitors to understand their offerings and positioning.
Brand Positioning:
Established ShareChat’s unique value proposition tailored for Bharat’s audience.
Communication Themes:
Developed core messaging themes focusing on the ‘Bharat Opportunity’ and how ShareChat enables brands to tap into it effectively.
Phase 2: Driving awareness
Channel Prioritization:
Selected key channels based on their impact on decision-making, potential reach, and mix of paid vs. organic strategies.
Content Creation:
Deployed a mix of owned content, playbooks, reports, and events to create consistent visibility. Emphasized the growth opportunities in Bharat and how ShareChat’s solutions could bridge the gap for brands.
Phase 3: Boosting brand engagement and consideration
Refined Communication Strategy:
Content and IP Development:
Impact
The strategic, phased approach delivered significant results across the marketing funnel:
Increased Visibility
Reached over 0.5 million marketers and media planners, establishing strong brand awareness.
Enhanced Engagement
Achieved a steady engagement rate of 1,400 interactions per month, indicating growing interest and consideration
Thought Leadership
Successfully positioned ShareChat as a thought leader through marquee IPs, festive playbooks, and Bharat-focused reports with 1000+ downloads per report.
Content Creation
Delivered a robust content pipeline with over 35 blogs, 24 case studies, 15 assets, and 10 media articles, ensuring consistent brand presence and recall.
This comprehensive strategy not only enhanced ShareChat’s visibility and brand recall but also effectively communicated its unique value proposition, making it a preferred choice for brands looking to connect with Bharat.