Overview

• Yes Bank’s objective was to use digital and social media for branding and lead generation
• Their approach was heavily number-driven, with primary focus on building followers
• Yes Bank took pride in being the most followed bank on social media in India at that time

Highlighting Products and Offerings

• USP was Yes Bank Maximum – highest interest rate of 7% in a savings bank account
• Generated leads for account openings by targeted digital advertising across platforms
• Executed hyper-targeted promotions for specific offerings like women accounts and loans
• Wherever possible, used creative communication to promote products, instead of bland updates like most banks do. Here are a few snapshots of social media updates to promote NRI banking services

Leveraging the Associations of Yes Bank

• Biggest association was sponsoring the IPL tournament (view campaign here)
• Promoted various other event-led associations as and when they happened
• Highlighted brand-specific offers and promotions like discounts on movies, shopping etc.
• Creatively promoted other tie-ups with events like the Times Litfest (literary event)

Yes! I am the Change

• Initiative by Yes Foundation, the CSR arm of Yes Bank
• Annual 101-hour film-making challenge on socially relevant issues
• Managed social media promotions for participation and call for entries
• The YouTube channel of Yes Bank hosted all entries for public viewing
• Invited votes via social media to decide a ‘popular choice’ winner
• Best films were screened at multi-city short film festivals with guests like Amitabh Bachchan
• Top 10 teams received financial support upto 25 lakhs and even got mentored by the likes of Rakeysh Omprakash Mehra, Vikramaditya Motwane, Pritish Nandy, Shoojit Sircar etc.

Managing Digital CRM

• My team tracked and captured queries and customer complaints across digital platforms
• They worked closely with the customer service team of Yes Bank for timely resolution