Over 36,000 customers acquired for a Government Investment Scheme in just 4 months

India Post wanted to sell the Sukanya Samriddhi scheme to Mumbai (MMR) as a region. They didn’t have funds and neither did they want to advertise, so we had a challenge regarding how to promote the scheme. We then realised that India Post has a huge manpower. So we suggested the client assign us one person from each post office for carrying out our initiative. Only MMR region has 450+ offices, so suddenly our social media team became 450 people. We trained these 450 individuals on a simple 5-point formula of using social media:

1. Create their social handle if they didn’t have any.
2. Get connected with the people around them.
3. Like the central Facebook page that was created by us named India Post Mumbai Region Sukanya Samridhi Yojana. This helped them get all the notifications of this page.
4. Get connected with any influencer (local corporator/social worker/politician) and ask them to share/promote these posts.
5. Share the posts posted by the central page on their wall.

Through this initiative, almost 1000 people got connected with us. Any post that we posted on the central page, it used to be promoted by over 1000 people. The posts had only 1 CTA which was to contact on 1800 number. People started calling the 1800 number after seeing the posts. Through this whole initiative, we sold around 36000 Sukanya Samriddhi Yojana in the MMR region in a short span of around 4-5 months.