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How Edelweiss Tokio Life Used Meme Marketing To Maximize The Reach Of Their Latest Campaign

| Published on March 12, 2019

With growth of Internet in the past few years, it is almost impossible to imagine a life without social media platforms. Talking about social media, memes are a major form of the content we all consume and share. Memes have become a part of pop culture because, with memes, it has become easier for youngsters to communicate with each other.

Also, memes are redefining marketing and advertising strategies, especially among the tech-savvy millennial generation. The best thing about using memes in marketing is that they resonate well with audience and help to make a greater impact on the viewer than the traditional ads.

Knowing all these facts Edelweiss Tokio Life opted for Meme Marketing for their latest campaign #ThodaAurKhayaal which went viral across all the major social media platforms. Thinking how did they manage to achive this? Check the details below:

How Edelweiss Tokio Life Used Meme Marketing To Maximize The Reach Of Their Latest Campaign

About the campaign

To give you a little idea, the aim of this campaign was to promote their new term product called Edelweiss Tokio Life Zindagi Plus. With 2 brand films showing relatable stories to audience, the insurance brand conveyed importance of not just securing yourself, but also your spouse to ensure proper safety of your dependents.

Why Meme Marketing?

The idea behind the campaign is very effective but to spread the message, Edelweiss Tokio Life needed a medium that communicates with the audience in a modern way. So the marketing team went for Meme Marketing by Partnering with India’s biggest meme factory- RVCJ Media. The best part about associating with Digital media houses like RVCJ is that the brand gets organic reach and the real-time access to the insights.

The Numbers that matter

RVCJ posted multiple memes on Facebook, Instagram, and Twitter. To get an idea of how well this campaign performed, you can have a look at the numbers below:

Over 21k likes on a static meme on Facebook

Over 17k likes on another static meme

Over 76k views on a video meme


Not only numbers, the campaign managed to gain the attention of online audience in the right way. The campign continued for over 15 days and helped Edelweiss Tokio Life to make their social media presence stronger than ever. Being a brand associated with Finance, the results are wonderful. Slowly Indian brands are getting to know the value of Meme Marketing and hopefully, we can see this modern-age startegy growing in coming days as it is doing wonders for brands to communicate with their target audience in a funny yet impactful way.

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