NSE FinQuiz is a National Quiz competition on topics related to the world of finance, trivia and general information. This is conducted across 5 cities with 100 participating colleges.
The Client
The National Stock Exchange of India Limited is the leading stock exchange of India, located in Mumbai. NSE FinQuiz is a National Quiz competition on topics related to the world of finance, trivia and general information. This will be conducted across 5 cities with 100 participating colleges. Presented by NSE, Finquiz provides a platform for hidden talents and provide a potential launchpad for a successful career.
Target Audience
Undergrad and MBA Post Grad colleges in India. Primary cities included Ahmedabad, Chennai, Delhi, Mumbai, and Kolkata.
Objectives
Generate Brand Awareness, educate the target audience about NSE FinQuiz, generate hype about upcoming on-campus quizzes, generate leads and maximize the visibility of branded content on social media.
The Work
Web Development
A complete website for NSE FinQuiz was conceived and built from the ground up. The website would serve as the primary web touch-point for all event-related information, live quizzes, schedules, rules, and leaderboards.
Communication Design
Two typography videos were produced for NSE FinQuiz to be used as video ads on Facebook and YouTube. All additional graphics, print and web collaterals required by the quizzes were designed as per brand guidelines.
Digital Advertising
End to End social media marketing was executed; From conception and design to deployment and analytics. Lead Generation and Brand Awareness ads were run across Facebook, Instagram, AdWords Display Network and YouTube.
Campaign Results
Brand Awareness Campaigns on Facebook
- The objective of this campaign was to promote NSE FinQuiz in the shortlisted colleges 2-7 days before the registrations to maximize the offline registrations and increase awareness & hype for NSE FinQuiz.
- A/B testing was done in the initial phase with multiple visuals and creatives to get the best performing combination. Scaling up and budget allocation was done based on the observations from these tests.
- Location Targeting of the colleges was done while narrowing down the audience based on interests, age and graduation year range.
Lead Generation and Event Promotion Campaigns
- Facebook Event pages were created for each of the city qualifiers to drive RSVPs for the events.
- An online quiz called Friday Financials was conceived and deployed to target students who studied in colleges that were not in the list of the 30 cities where the on-site quizzes were being conducted.
- The target audience was set to the same as Friday Funancial Ad Campaigns. i.e. 5 Cities + Demographics + Interests Targeting.
Post Boosts
- Towards the end of the qualifiers, selected posts were boosted to increase the engagement with the target audience and to hype up the National Finals.
- Boost Campaigns were also used to promote the winners of the city finals rounds to aid the organic reach of the page posts.
- The target audience was set to the same as Friday Funancial Ad Campaigns. i.e. 5 Cities + Demographics + Interests Targeting.
Facebook Page Activity & Metrics
- The Official Facebook Page for NSE FinQuiz was created and updated with all required page data.
- Regular posts and updates were done. The page is seen as one of the primary points of information about NSE FinQuiz.
- Dates about Qualifiers, Participating Cities, Participating Colleges, Results, Friday Funancial Updates, Event Updates, and miscellaneous posts were run.
- A page-likes campaign was run to increase the number of likes of the Facebook Page.
- Comments moderation and messenger handling were done
Video Ad Campaigns
Microsite Design and Traffic Metrics
- A microsite was built and deployed on the client server.
- Worked with Amazon Web Services and Akamai to adhere to the strict security compliances of NSE.
- The registration form data was collected using Typeform.
- The microsite was regularly updated with schedules, results, photos and relevant content.
- The online qualifiers platform was built using JotForm and integrated with the microsite.
