Table of Contents
Overview
After contributing significantly to the Tamil Nadu 2021 election campaign, I transitioned to a new chapter in my career at I-PAC by moving to Kolkata. This transition marked the beginning of a series of enriching and challenging experiences. In Kolkata, I undertook various roles, from social media management to heading digital communications. This page delves into some notable projects from my time in West Bengal, focusing on the digital transformation and innovative creative strategy I implemented.
Didir Doot
Launched during the West Bengal 2021 Assembly Election campaign, “Didir Doot” (Didi’s Messenger) is a flagship mobile app with over 1 million downloads on Google Play Store. The app, available in both English and Bengali, provides daily updates and engaging content related to West Bengal Chief Minister Mamata Banerjee.
Features of the App
Daily Updates: Engaging content about Mamata Banerjee.
Task Section: A gamified approach to engaging party members with tasks like Likes, Comments, and Shares.
Dashboard: A centralized dashboard for users to track their activities, performance, and rankings.
Problem Statement
The primary challenge was to revive the app six months post-election, enhancing user engagement and ensuring sustained interaction with the party’s content.
My Role
I worked on Didir Doot app, during different phases of my career at I-PAC.
Phase 1: A few months after I moved to Kolkata, I was promoted as an App Manager and was tasked with relaunching the dormant app six months post-election. My focus was on improving the user interface and experience, and I spearheaded a digital campaign to relaunch the app.
Phase 2: Upon being promoted to Digital Communications Lead, I was responsible for enhancing content and user engagement. I worked with the team to fix bugs, improve loading speed, and refine creative strategy. We also devised new growth marketing strategies.
Impact
Our efforts resulted in a significant rise in engagement. Daily active users surged from 500 to 21,000, achieving a 35% month-on-month growth. Notably, our first live session on the app attracted over 15,000 users within three minutes.
Trinamoole Nabo Jowar
On April 25, 2023, Abhishek Banerjee, the national secretary of the Trinamool Congress, launched the “Trinamoole Nabo Jowar” campaign. This initiative aimed to create a “people’s panchayat” by including public opinion in candidate selection for the panchayat elections. The campaign spanned from Cooch Behar to Kakdwip over nearly three months, involving public meetings and a statewide referendum. Key components included the Jono Sanjog Yatra and Gram Banglar Motamot, focusing on grassroots connectivity and democratic participation.
Problem Statement
After losing the Sagardighi by-poll in March 2023, a significant wake-up call for the party, there was a pressing need to reconnect with the public and rebuild trust before the panchayat elections.
Solution
As the Digital Communications Lead, I oversaw the digital promotion of the campaign. My role included:
People Management: Led a team to manage the campaign’s social media presence across platforms like Facebook, YouTube, Instagram, and X(Twitter). I handled analytics, reporting, and strategies to boost performance.
Creative Content Strategy: Developing engaging content to communicate the campaign’s progress and milestones.
Propagation: Using digital channels like WhatsApp communities, Social media influencers, the Didir Doot app, IVRS, and SMS campaigns for message dissemination.
Social Media Marketing: Coordinating with the marketing team and delivering content for digital ad campaigns.
Reaching Campaign Targets: Setting and achieving a daily target of 1 crore video views, hitting this target 65% of the time.
Mass Coordination: Managing a team of over 25 people, coordinating with internal teams and external agencies, and ensuring timely delivery of all campaign elements.
Impact
The Trinamoole Nabo Jowar campaign was a huge success both digitally and on the ground. It significantly increased public engagement across various platforms, as shown in the attached analytics screenshot. This innovative campaign positively shifted public perception, contributing to the Trinamool Congress’s victory in the 2023 panchayat elections.
Conclusion
Trinamoole Nabo Jowar marked the end of my enriching journey at I-PAC. During my time there, I worked in three different states and held over six distinct roles. This diverse experience has honed my skills in growth marketing, creative strategy, people management, and community building. It has made me adaptive and eager to learn new things. I am ready to take on any new challenge, equipped with the knowledge and experience gained from my time at I-PAC.