Digital Outreach

<span>Digital </span>Outreach

The Statue of Unity is a conceptualized as a people's project with an objective of encouraging the participation of citizens and NRIs in its development, through the contribution of funds as well as intellectual ideas. Additionally, considering the iconic nature of the Statue of Unity - the tallest statue in the world located at one of the world's largest dam sites - it is imperative to create a distinctive global brand in order to position it appropriately on an international platform.

The Government of Gujarat intends to establish the Statue of Unity as an unequaled identity in the digital world by leveraging various internet and communication technologies via the implementation of an overarching digital marketing strategy.

It also envisages that internet users should form a sense of ownership with the project. Further to these objectives, the Government of Gujarat and Sardar Sarovar Narmada Nigam Ltd. has commissioned the creation of India's first and only digital crowdfunding platform, for a civic project of this scale, in order to bring individuals and community groups together through the effective and transparent use of technology.

The Statue of Unity team conducted a multi-channel integrated marketing outreach program for the project during Pravasi Bharatiya Divas and Vibrant Gujarat 2015 events, with a focus on increasing visibility of the Statue of Unity as a brand and creating greater engagement among the appropriate target groups and audiences. The key objectives behind designing this program and all campaigns included therein were to:

  • Utilize Pravasi Bharatiya Divas and Vibrant Gujarat 2015 to create buzz around the Statue of Unity among the people visiting these events.

  • Position the Statue of Unity as an iconic national monument, especially to the NRI community

  • Drive brand awareness of the Statue of Unity through integrated on-ground and online activities

  • Provide a glimpse of event highlights to digital media audience

Highlights of Digital Outreach program

The program’s unique mix of synchronized digital advertisement campaigns, event-related social media updates, and an on-ground “Selfie with SoU” contest with a one-click digital registration process covered several touch-points resulting in a high level of engagement. Dedicated on-ground teams assigned to provide design, photography, technology, and on-site consulting support for visitors ensured that SoU’s marketing activities received high visibility during these two prestigious events, and that visitors were made aware of project details and features.

Across a mix of on-ground activities, digital and social media channels, the campaigns received a total of 10,500,000 impressions from target groups and audiences. These channels were online news portals, shopping and travelling portals, social media portals and search engines. Some of the key program achievements were

  • More than 10 people engaged per minute on Facebook

  • More than 55 unique sessions per hour on official website of Statue of Unity

  • More than 2 people each minute physically engaged on ground through the Selfie with SoU contest at the venue

  • 2 new followers each minute on Facebook

  • More than 5,200 on-ground selfies registered for Selfie contest

  • More than 45,000+ minutes were spent by visitors engaging directly with the SoU replica through Selfie contest

  • 750+ man hours of direct offline brand engagement with Statue of Unity was recorded for the duration of 7 days