Koo is India’s very own and only micro-blogging platform in Indian languages. It helps Indians express themselves in the easiest way possible with the objective of democratizing their voice. You can share your thoughts in text, audio or video. Some of the most prominent faces of India can be found on KOO who come from various walks of life. You will also find millions of users from across the country on the App. Koo is home to the Voices of India.
KOO is a home grown micro blogging platform with great USP’s and the biggest one being the Multi lingual KOO, which gives you a great opportunity to communicate and express in your native language. Being the only micro blogging platform where you don’t feel left out because you don’t know English, it’s imperative for it to have great regional presence. UP is the largest state in the country with a 22 crore Hindi speaking population and KOO had the potential to resonate with them ! We identified UP elections 2022 as a great platform to expand the brand’s reach and generate interest around the platform by getting the election fight on the KOO.
Flags was given this huge responsibility of creating the awareness around the brand through PR and not any paid promotions. Penetrating into the market and creating a brand recall was a task in hand and UP elections had to be well captured.
Challenges were huge. Brand was not able to create awareness in the market despite multiple paid partnerships. Their advertising team had spoilt the market by meeting every media house and floating offers. Because of all this, key media was not willing to take the brand stories without the marketing tie-ups. The image of being a right wing platform was difficult to get away from and media houses didn’t know much about the USP’s of the platform! Twitter was still a very big a competitor and KOO was considered a desi version of Twitter.
Flags got involved into following on day to day basis. POLICY ADVOCACY & STRATEGIC CONSULTANCY which involved Strategic consultation with the KOO leadership on a regular basis. We got into story plantation and narration setting to benefit the brand and target the competition and reaching out to opinion makers, political class and bureaucrats.
PERCEPTION MANAGEMENT: Transiting from the brand image of a “desi version” of competitor by not just regular media inserts but also in the minds of all the stakeholders Various BRIDGE-BUILDING MEETINGS were conducted to make journalists hear the brand story and what all has truly hone into creating this amazing platform. This greatly helped in redefining the brand image in front of the media fraternity.
All the top media in UP today respects KOO for its uniqueness and like Twitter, media has started picking reference stories from KOO which was not the case before. The biggest highlight is the creation of a separate social media segment in one of the biggest and the top publications of UP. All the efforts done in UP culminated in the meeting of KOO founders with UP Chief Minister and his support for KOO was announced publicly. In six months Flags PR got more than 600 media exposures , wherein the brand was struggling to get a decent brand recognition and space .