Kyoorius Advertising Awards
Social Media - Campaign
KYOORIUS ADVERTISING AWARDS - Topical Advertising (Social Media - Campaign)
Making Online A Safe Space For Women - OYO
Client: OYO Hotels & Homes
Entrant: OYO Hotels & Homes
|Entry Title:||Making Online A Safe Space For Women|
|Client:||OYO Hotels & Homes|
|Title:||Show some respect_WC|
|Title:||Show some respect_Trash|
|Title:||Show some respect_Manhole|
|Title:||Show some respect_Case Study|
|Description:||OYOs brand preference amongst women was losing ground and we saw a sharp decline in consideration for the brand and followership of this cohort, which in India would be 48.4% of the total population. A significant part of the country was iffy about interacting with us. With social handles being the most interactive medium for a brand, OYO's handle was plagued with crude remarks on women. The commentary was disturbing the very ethos of brand OYO – providing safe spaces on-ground and online.
This is not a campaign but a programme that has been initiated and is ongoing. As a part of the service industry, trolls, negative comments, unhappy customer rants appeared on the brand's social media handles and are dealt with efficiently. The challenge was to train, empower and equip the response team with responses that would school unruly comments and bad behaviour online. So the transition was from giving bot-like responses to responses that were custom-made to make sure that the commenters 'take it back'.
The programme is about standing up for what the brand truly believes in and not pussyfooting around it. Without the worry of backlash on the social handles, we surged ahead and took on crass commentary as a brand. We observed an increase in followers and consideration levels after taking this step.
|English Translation:||Post 1: Show some respect_WC
“ *abuse* I want a free girlfriend too in the room otherwise I won’t book.”
1700+ abuses were shown where they belong
Post 2: Show some respect_Trash
“Brother, do you also provide us with a girl at 600 rupees?”
300+ apologised for the trash they posted.
Post 3: Show some respect_Manhole
“Take Rs. 1299 instead, but do provide us with a girl too.”
3300+ comments were shown the gutter.
|Company Credits:||OYO Hotels & Homes|