Organically increased PARI's website traffic from social media by 500% in 10 months
Making Rural Affairs Relevant
India’s younger, media-saturated generations are growing up knowing little about rural India. People's Archive of Rural India is on a quest to change that by extensively reporting from the countryside.
PARI's ambitious endeavour was already gaining respect within academic circles thanks to the popularity of its founder, P. Sainath. Yet, their coverage wasn't generating the kind of traction it deserved on social media.
Razial Media was asked whether we can solve this. We said, "Yes!"
The strategy hinged on two simple ideas:
Distill articles into shareable multimedia content.
Build honest, non-fiscal rapport with influential Twitterati and credible Redditors.
We set their digital handles ablaze with hard-hitting videos, designed compelling infographics, and struck public conversations with their readers. All of this helped PARI build a strong online community.