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Yono SBI, an integrated digital banking platform by State Bank of India, launched their recent campaign, 20 under 20, to felicitate young leaders. Yono SBI took an unconventional route to reach out to the masses by working closely with over 2,000 content creators across India, citing the young audience they connect.

The 360-degree influencer marketing campaign saw influencers from every walk of life coming together in support of the 20 under 20 initiative and propagating the larger message of the campaign. Platforms like TikTok, Instagram, Facebook and Twitter were all used in a strategic way to reach the masses.

Over 1.7 lakh people voted for 60 nominations across 10 diverse categories, who were shortlisted by eight eminent personalities such as actor Dia Mirza; sports journalist and author Boria Majumdar; Sashi Sreedharan, MD, Microsoft India; Dilip Asbe, MD and CEO, NPCI; and Mallika Dua, social media influencer, among others. Finally 20 winners were selected on votes cast by people across the nation.

The campaign was executed by Buzzoka, an influencer marketing company responsible for end-to-end management of the campaign.

Dinesh Menon

Dinesh Menon, Chief Marketing Officer, SBI, said, “Yono SBI is the first and only one-of-its-kind comprehensive, digital-only platform that brings together not just banking, financial products, but lifestyle products and services as well. In its initial phase, we deployed a digital-only advertising campaign. Besides using our own social media platforms for distributing relevant content, we took to Influencer Marketing, Twitter First view, among others.”

Ashutosh Harbola

Ashutosh Harbola, CEO, Buzzoka, said, “The campaign truly reflects the connect that Yono SBI cracked with the audience, hence making this campaign a truly awesome case study. I am sure a lot of brands will see this as an aspiration in the coming years. Also, it is one of the biggest influencer-led campaigns in the history of Indian advertising and we are glad to empower it 360 degree.”

Meghna Chettri

Meghna Chettri, Senior Manager Digital Marketing at SBI, said, “Initially, we were apprehensive to approve influencer marketing. However, keeping in mind our agenda as well as the need to garner votes from the youth, we agreed. The entire flow was discussed, drafted and executed in collaboration with the influencer agency partner, Buzzoka. We were convinced with their execution plan. And today, I can happily talk about the numbers we generated. We were able to reach an exceptional number of people through these influencers, who already possessed an impressive follower base.”