Six Inches delivers exceptional wellness on social media engagement for Global Wellness Day

The Concept:
Global Wellness Day (GWD) is an entirely not-for-profit initiative, a social project created by volunteers dedicated to wellness and healthy living.

Over 95 countries were poised to celebrate GWD on 10th and 11th June 2017. India being one of them. The Day is not relatively well-known therefore, Six Inches Communication’s mandate was to create a digital furore around the event through customer engagement activities. The single-minded objective was to build campaigns on spreading awareness and drive buzz amongst discerning audiences on social media around Global Wellness day In India.

ClientGWDServicesDigitalYearJune - 2017

Approach & Execution:

We realised that for an event around wellness to become popular, wellness itself must gain traction among people. The best way to make wellness a buzzword was to introduce it in the cultural dialogue. To get people talking about it, we needed to get people thinking about it first and, in order to do so, we chose Facebook & Instagram as recommended social media platforms. Next, we undertook Campaign Management around wholistic wellness that encouraged people to think about the importance of wholistic wellness in our lives.

We decided to create a buzz and promote GWD’s 8 dimensions of wellness (emotional, spiritual, environmental, social, physical, intellectual, occupational and financial) that encompasses a larger ensemble of audiences, and not just physical fitness.

Ms. Rekha Chaudhuri, Brand Ambassador for Global Wellness Day India said, “We had an important message to convey through Global Wellness Day, India, about the overall concept of Wellness & speak with individuals on how Wellness across its 8 Dimensions was the need of the hour. We are proud of having Six Inches Communication partner us in this initiative. Six Inches’ Digital strategy, approach, content marketing strategy & their understanding of the Social Media ecosystem helped us achieve the desired objectives set out and we were successful in creating a buzz amongst the audiences.”

This was followed by creating online communications that was aimed at educating people about the importance of wholistic wellness in our lives.

Campaign Management:
Next, to encourage fans to adopt a healthy lifestyle and increase motivation, we designed three engaging campaigns that urged people to participate and share their idea of healthy life and wellbeing, each aimed at engaging the participants on the level of physical and mental fitness.
These campaigns were popularized with hashtags #GlobalWellnessDay and #SayYesToWellness which further helped to create a strong brand recall. Special GWD Gift Hampers were given to the selected winners to celebrate the spirit of wellness

By the end of these campaigns, we were able to garner massive eyeballs by reaching approximately 10 lakhs fans in a period of just one month, fulfilling the campaign objective successfully.

Campaigns Results-
Participation: 1,25,935 people
Comments, responses, shares: 23,582

One of the interesting routes we have taken to keep the audience engaged on the big day is with Facebook Live Stream. We covered on-ground activities like Special Wellness Care session and Free Zumba workshop conducted by Global Wellness Day supporters at Pheonix MarketCity with Facebook live streaming and brought the event right to the audience’s PC & mobile device. The overall event saw a great no. of people coming in and celebrating the spirit of wellness.

A special Wellness programme was organized on June 13 for the Mantralaya employees to encourage them to adopt a healthy lifestyle and promote the concept of Wellnesss at Work.

The event was graced by the Honourable Chief Minister, Mr. Devendra Fadnavis, Global Wellness Day Ambassador Rekha Chaudhari, Girish Mahjan – Hon Medical Education Minister, Jayakumar Rawal – Minister of Tourism Employment Guarantee Scheme, Chandrashekhar Bawankule – Maharashtra State Electricity Minister besides dignitaries Dino Morea, Shailendra Singh, Smita Thackeray, who are role models of wellness and fitness.

Numbers tell stories and in the case of GWD’s online presence before the D-day, numbers tell a very happy story.

The campaigns were a great hit on Facebook with a high amount of user generated content from the fans, leading to a reach of 736,390 and 86,140 engagements, The number of Facebook likes soared from a meager 1,252 on 13th May 2017 to a gargantuan 9,500 by 10th June 2017 resulting in:
– 5400.8% growth in impressions metrics
– 25,235% increase in overall engagements
– 582.5% increase in number of fans

This surging interest among Indians alone points towards one simple deduction only – we want to be healthy, stress-free and content and live a life that’s not a compromise but an exercise in pursuit of happiness and health.