Situation

Position HSBC as a brand that appreciates and celebrates the cultural diversity and traditions.

Brief

• Create content that is relevant and shareable, drives engagement and maintains consistency to build brand loyalty.

• Growing social community organically through increased engagement/organic follower growth

• Extend the campaign's impact beyond the social audience, reaching internal employees and leadership at HSBC's global network.

Objectives

• Stand out from other brands and solidify its connection with Indian audiences while also garnering recognition and appreciation from its internal international network.

• Establish thought leadership: Position HSBC as a thought leader in understanding the cultural nuances of India by creating innovative content

• Project scale and volume

Approximately includes 2-3 posts per month – festivities and certain topical moments connected to India/Pride for nation like Independence Day. While most of them see great organic performance, they are boosted to reach custom audience and interest audience with minimal amounts in the range of INR 5K to 10K

The creative idea viewed festivals through a hyper-local lens. HSBC looked beyond the surface and explored the finer points that made each festival special for different communities. From decor to food and rituals, the brand brought these details to life using vibrant design on visuals and animation.

A creative expression to showcase cultural intricacies and weave it beautifully to the brand asset, the hexagon. The idea set out to maximize the reach&visibility of HSBC India on social by creating shareable content consistently under #FestiveHex to resonate better and leading to increased shares. Creating a sense of curiosity along the lines of–What's the hex festive look?

The campaign aims to resonate with the diverse cultural and religious sensibilities of the Indian population, globally and create content that strikes a chord with them, global country pages who need a local lens approach to wish creatives. Leadership & huge staff base(40K)

Approach&integration: Design idea was to embrace India's festive spirit creatively to form the #FestiveHex, integrating key brand element, Hexagon in a festive twist.

Choice of Design elements:

• Help global audience understand the meaning of these local festivals

• Showcase to Indian audience the celebration and love for culture

• Integrated the brand hexagon beautifully with the festivals

• Creative use of visuals and animation to bring the festivals alive

• Multiple versions of designs capturing many aspects of the same festival (like Diwali with lights, firecrackers, flowers, rangoli, sweets etc.)

• Anchored the festive elements with the iconic HSBC Hexagon, making the content visually appealing

In conclusion, Festive Hexagons exemplified creativity, cultural sensitivity, and strategic execution. It not only celebrated India's festive spirit but also showcased HSBC's connection to the country and its people. Not only connecting with local Indians but also with Indians across the globe.

It not only celebrated India's festive spirit but also showcased HSBC's connection to the country and its people. Generated positive word-of-mouth: the content was shared widely, both internally and externally, on social channels, LinkedIn, and messaging platforms like WhatsApp, generating positive word-of-mouth and organic growth.

The campaign's results were impressive:

Impressions: ~83.5 Million+

Reach: 78 Million+

Engagement: ~8.6 Million+

Average engagement rate > 20% (highest being 66% engagement for Indian Republic Day post)

More than numbers, the success of the Festive Hexagons was in its ability to evoke emotions and connections with the audience, demonstrating HSBC's genuine commitment to India.

The success of the campaign saw impressive reach, engagement & shares, both locally and globally. There was widespread sharing by staff of the content on various platforms.

• Ensured consistency in content to drive stickiness and maintain audience engagement

• Received highest number of follows, organic reach, and shares