[vc_row][vc_column][vc_custom_heading text=”How Keeping It Simple Helped Us Tell People About #SLBudget2021 Better Than Anyone Ever Could” font_container=”tag:h3|text_align:left|color:%23222222″ use_theme_fonts=”yes” css=”.vc_custom_1608485681410{margin-bottom: 30px !important;}”][vc_column_text]In Sri Lanka, the annual budget speech is something that tends to dominate the news cycle since it sets the expectations for how the government will guide the economy over the coming year. For Sri Lanka’s newly elected SLPP government led by the brotherly duo of Gotabaya and Mahinda Rajapakse, 17 November 2020 was shaping up to be a very important day. As Premier Mahinda Rajapakse (who is also the Minister of Finance) walked into the chambers of the Parliament, the entire nation eagerly flicked their TVs to life, and waited with baited breath.

A few kilometers away in Colombo, another team geared up for what was bound to be an eventful evening. This team, led by Bartleet Religare Securities Head of Research Vajirapanie Bandaranayake had established a communication channel with our team at Impact Labs to disseminate key budget proposals to the stock brokerage’s clients.

Through a brainstorming session conducted a few weeks before, we identified that it would be futile to pursue a strategy of paid reach since competition for keywords related to #SLBudget2021 would be high. Instead, we thought it apt to focus on a strategy that would help Bartleet Religare Securities gain a tremendous amount of organic reach. With organic reach set as the objective, it became clear that whatever we did had to be easily shareable across multiple digital platforms so that the content would get noticed by the algorithms that govern today’s social media platforms. Speed was also a priority, given the large amount of proposals that tend to accompany a budget.

After discussions with the Bartleet team, we decided on producing a series of eye-catching info graphics in real-time as the budget was read in Parliament. These graphics were then strategically seeded on various social media platforms, for the algorithms to pick up. As t-minus-zero approached, we put our plan into action.

As expected, the graphics started trending in no time. People were quick to comment and share the graphics. We knew our plan was working when our friends started forwarding the info graphics to us, not knowing that we were the ones putting them together! Heck, we even found political personalities plagiarizing our content and slapping their own name on it! Of course, we were not sour about any of this and took in good spirit, because as someone once said, ‘imitation is the sincerest form of flattery’:D[/vc_column_text][vc_custom_heading text=”The Results” font_container=”tag:h3|text_align:left|color:%23222222″ use_theme_fonts=”yes” css=”.vc_custom_1608485731608{margin-bottom: 30px !important;}”][vc_column_text]Once the dust had settled down, we combed through the statistics to see how well things had worked out for us (and by extension, Bartleet Religare Securities, our client).  We had succeeded in increasing the page’s visibility by 1,089% in a day (yes that is correct, and no, that is not a typo), while the number of organic likes on the Bartleet Religare Securities’ Facebook page increased by 60% within a span of 24 hours! In addition, the graphics were shared more than 1,000 times across WhatsApp as well, thus increasing the Top-of-Mind recall of the brand.

All in all, we had managed to reach more than 60,000 people within a day by the time the campaign came to an end. Not bad for a day’s work, eh?[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width=”1/2″][/vc_column][vc_column width=”1/2″][/vc_column][/vc_row]


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