Driving Virality via Video Content forKalyanamalai Matrimony
22k + Organic Followers in just 14 Days
CLIENT BRIEF
Kalyanamalai is a renowned matrimonial service provider offering comprehensive match-making services both online and offline. Established in 2000, Kalaynamalai has become a household name, known for its exceptional viewership on traditional media. Their popular show, still broadcasted on SunTV, upholds traditional values by matching prospective brides and grooms on air. Now extending its services internationally, Kalaynamalai marks its 25th year of dedicated service, celebrating a Silver Jubilee year.
DELIVERABLES
Our team’s primary goal was to create content for the younger audience, ideally between the age group of 20 to 30. Initially, Kalaynamalai had explored repurposing its YouTube content for Instagram. However, due to the distinct audiences on each platform, the strategy did not yield the expected results. After careful analysis, our strategy team aided them in adapting to the changing dynamics and preferences of this demographic. By positioning ourselves as experts in the matrimonial industry, we built trust and credibility with the audience. This approach allowed us to connect more effectively with them by providing valuable, informative content that matched their interests and concerns.
The team focused on creating content that would connect with the generation who are increasingly seeking matches through modern digital platforms. Leveraging the popularity of T.V. Mohan, the face of Kalyanamalai, created relatable and engaging content with him.
Channels
STRATEGY
Our primary goal was to expand our reach and boost engagement by addressing the challenges individuals face when searching for a life partner. We understood that finding a match involves navigating cultural expectations, family values, personal preferences, and compatibility. By focusing on these essential criteria for marriage, we aimed to provide valuable information and support to our audience. Additionally, we recognized the emotional toll that the search for a match can take, often leading to anxiety, uncertainty, and societal pressure. Our content was designed to address these emotional challenges by sharing empathetic and relatable stories, offering reassurance and comfort while maintaining the brand’s core values.
Audience Segmentation
Millennials (1981-2000): These individuals are at the age of getting married and are active on social platforms. Our content offered valuable insights related to matrimony, love, and life decisions that resonate with this group.
Gen Z (2001-2020): Recognizing that younger generations might view matrimonial services as outdated, we positioned our brand to appeal indirectly to Gen Z, adapting our content to their preferences.
Generation X (1965-1980): This group typically consists of the parents of millennials who are seeking matches for their children. We created content that addressed their concerns and expectations.
Our content strategy was carefully crafted to appeal to all three generations, ensuring that each group’s unique perspective was considered and respected.
Key Strategy
To effectively reach and engage both younger and older generations while upholding traditional values and brand integrity, we implemented the following strategies for our videos:
- Duration: We kept reel durations within 45 seconds to deliver concise, impactful content efficiently.
- Placement: We ensured ample head space above the subject to incorporate relevant images and videos, helping to maintain audience interest throughout the reel.
- Visual Impact: We designed simple, clear thumbnails that summarized each video and aligned with current trends. Consistency in pattern and color palette across all videos helped reinforce brand identity.
- Video Style: Understanding the audience’s interests, we created engaging videos with static frames. This approach minimized distractions from excessive jump cuts and kept the audience focused.
- Avoiding Green Screens: Instead of using green screens, we opted for plain walls with varied lighting. This choice added credibility and maintained the video’s authenticity without exaggeration.
- Sound Effects: We used subtle sound effects and low-key background music to enhance the viewing experience without overwhelming the audience.
PERFORMANCE
In two weeks, with only seven videos, we successfully grew their Instagram page from 4,000 to over 22,000 followers, and the growth continues. Our first reel alone attracted over 14,000 new followers, giving us valuable insights into the audience’s preferences. One of the client’s content pieces garnered 1.4 million organic views within 48 hours.
Through targeted content, we effectively raised awareness among Tamil NRIs in Malaysia, Sri Lanka, and the UAE, helping the brand establish a strong international presence. One of our reels achieved over 770,000 organic views, highlighting the content’s appeal.
Audience Engagement
- Millennials: This group actively engaged with our content by liking, sharing, and leaving positive comments, indicating their acceptance of the brand’s messaging.
- Gen Z: The younger audience was particularly drawn to the diversity of our content. Their interest was further amplified when popular GenZ influencers organically featured our content in their reels, capturing significant attention from this demographic.
Ultimately, we managed to achieve our primary goal of engaging with the audience, as the majority of our content is viewed predominantly by individuals aged 25-34. This demonstrates our effectiveness in reaching the target group.
