Etrio - Launching India’s first E-LCV
Campaign Objective
Etrio is an EV start-up headquartered out of Hyderabad, Telangana. It is the only company in the country rolling out new EV products and electrifying existing ICE products. It is the first company to have received a regulatory certification for retrofitting by the Automobiles Research Association of India (ARAI) and ICAT.
Etrio wanted to create awareness around the launch of India's first electric ELCV, ‘THE KING OF INTRACITY LOGISTICS’ The company also wanted to position the core thought of "EV for All" through a crisp and integrated communication across mediums, primarily Digital, Traditional PR and creative content creation (both static and videos).
Idea
Promoting the tagline- king of intracity logistics by building up the digital launch through
- Creating a brand film - factory visit
- Profiling the CEO
- Teasers and testimonial videos
- Event and speak creatives
- Post-event coverage video
- PR by announcing “Etrio- India’s first ELCV” across major publications
- Branded content tie up with ET Auto to announce the launch through a virtual webinar and inviting customers in the logistics sector for the launch
Our services
Social Media Marketing
Client
Etrio
Time Spent
Aug- Sep 2020
Plan of Action
Our budget was limited, so we had to impact decision-makers in the logistics and e-commerce sectors wisely to make them aware of the environmental and economic impact of the choice of their delivery vehicles. We achieved this in phases:
Phase - 1
Build-up
- To create curiosity amongst logistics companies that a new ELCV is being launched for Intracity logistics.
- Launching the registration landing page
- Agenda for the Intracity logistics launch
- Introducing speaker as a panellist from the Logistics industry
- Video teasers for the launch of the vehicle
Phase - 2
Launch
- Introducing testimonials during the webinar on social media simultaneously along with the speakers.
- Launching the vehicle through a 2 minute - Etrio’s eLCV factory walkthrough movie shot in Hyderabad and Delhi during the pandemic which was revealed during the webinar.
- Live-tweeting during the webinar with more than 80 tweets during the three hours event.
Phase - 3
Post Event
- To keep the excitement going, we created a series of short videos with the CEO and posted these snippets as #Didyouknow series on social media platforms
- The media coverage that was received was amplified by tagging individual publications and creating backlinks for the content to be made more searchable (SEO)
- Compiled the news mentions of the launch into a motion graphic and amplified it on social media
- Promoting post-webinar takeaways and news mentions
Usage of Creativity
A unique concept that was unheard of in the ELCV industry, where the launch of a vehicle was for a specific industry vertical like Intracity Logistics. The campaign was specifically created for the Logistics Industry where one of the biggest pains of Intracity logistics was solved by Etrio. The tone and the manner were in line with the category. The colour scheme and style of creatives were appreciated by all stakeholders so much that customers like Mahindra Logistics, IKEA also co-promoted the same content through their official handles.
Expected results
- YouTube Video- Exp Impressions- 4,748
- Facebook & Instagram Post Engagement- Exp Impressions- 1,27,298
- LinkedIn Post Engagement- Exp Impressions- 8,300
- Twitter Engagement- Exp Impressions- 20,287
End Results
Total Creatives- in the form of 47 static posts and 12 videos were thought through to create surround sound and increase awareness about the launch of India’s first ELCV. Sales order book. Etrio had 41 leads pre-event (May-June-July, 2020) . In August-September, only the number of leads increased by 673% .Etrio, bagged more than 2,100 orders for Tata Ace from 317 corporate clients post-event. Etrio’s valuation was increased and they received Series A funding of 3 million dollars. Both the founder and Co-founder of Etrio were mentioned in a video by Kevin O’Leary, Mr Wonderful from Shark Tanks.
- The tweet impressions in August were at 64,000 all organic with an exponential increase from only 1763 impression in the previous month
- Profile visits went up by 500% from 113 to 651 numbers
- We went from 8 to 72 followers in August itself.
- The cumulative reach of the campaign crossed 25,000 on a limited budget, also as the page was restarted in June 2020 after inactivity and bare minimum of followers for 4 months prior to the event
- The overall reach on Instagram for the campaign crossed 1,00,000
- Teasers and launch videos rank the highest in the last 2 years in terms of impressions and reach
- The overall impressions of the campaign were almost 80,000 With Mahindra, Big Basket, IKEA sharing our posts
2K
Orders
Etrio, bagged more than 2,100 orders for Tata Ace from 317 corporate clients post-event.
64K
The tweet impressions in August were all organic with an exponential increase from only 1763 impression in the previous month
80K
The overall impressions of the campaign were almost 80,000
100K
Teasers and launch videos rank the highest in the last 2 years in terms of impressions and reach
Contact
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ANTS is an ingenious mix of industry stalwarts, budding creative enthusiasts and digital experts. Our energetic team has a burning desire to create impactful campaigns that resonate with the brand. We leverage our digital expertise to deliver brand strategy, content, creatives, experience design and web-ready solutions.