Creative Execution

Lenovo India one of the key sponsors wanted to create buzz around the super goats. We created 23 pieces of video content over a period of 15 days - Teaser, tournament, Journey, performance and thank you videos with the super goats and seeded it across Lenovo India social channels. we also got popular social news channels to create buzz around the team, since it was the world cup season we also got editors from football sites to cover the super goats. we used multiple social channels - Facebook, twitter, Chat apps along with SMS and missed calls to drive pledges.

1. 2.5 Lakh Pledges /Bleats over a period of 15 days. 2. Over 8 million users reached through paid and earned media. 3. 15K users shared the content on social media 4. Over 10K users called in to pledge support for the Super goats.

#BLEATFORINDIA - was a social campaign designed to create awareness and garner support for the YUWA Super goats a girls football team. The YUWA foundation is an NGO that helped a team of girls from a poverty stricken village in Jharkhand brave all odds with the help of sport, education and other facilities. The super goats were given an opportunity to represent India in the USA cup, to do this they needed financial assistance to travel and take part in the tournament. Lenovo a brand that believes in enabling doers contributed a part of the funds required to take part along with technology assistance in terms of smartphones and tablets to help the girls keep in touch with their family and also to help them chronicle their journey in the USA cup.