The Campaign

The insights gathered on kids articulated that they are driven by novelty and excitement. Their attention span is very fickle and it is very important to build awareness consistently. To build on brand love and to create awareness it was must for Paddle pop to be present where kids are! The local IPSOS study revealed 3 in every 4 kids that uses internet likes to play games online. The passion of young gamers became an opportunity for Paddle Pop by creating a game in which the central character was the Paddle Pop Lion and establishing a gaming tournament around the same! Spanning over more than a month, the tournament would have multiple legs that would keep them engaged consistently and help build affinity with the Paddle Pop Lion.

Creative Execution

The game was hosted on the Paddle Pop website as well as on Android & iOS. Three types of campaign were launched to initiate engagement - namely: ? Display campaign ? App install campaign ? Video campaign (targeting cartoon viewership on platforms such as YouTube, Dailymotion and other local publishers) The campaign was executed in two phases: In the first phase Google Universal App campaign was used to generate awareness and increase downloads. Additional support was given via school activation where kids were signed up to take part. In the second phase the campaign focused on promoting the gaming tournament itself by amplifying on display and video. The same was communicated via CTA’s on the TVC tail and a print campaign. The campaign lasted over 45 days and covered the whole of Pakistan.

The tournament created high engagement amongst the TG and achieved the following results: ? more than 100,000 downloads during the campaign ? 85 million+ impressions ? a highly impressive click conversion rate of 9.95% ? a cost per download of $0.22 (industry average being $1) Cumulative campaign clicks were more than 1.3 million with website traffic growing from below a 1,000 to 300,000+ monthly visitors. Additionally in comparison to previous year this saw the app downloads grow by 900%, the CTR increase by a 150% and the cost per install go down by a whopping 78%! The campaign also delivered 90,000+ leads through kids signing up to participate – data that can be used further for engagement!

While covered on TV and through school activations, digital became the real challenge as kids, when online, have thousands of games to play. How could we make Paddle Pop Ultimate Chase the game kids play daily in face of other games? The strategy hence became on establishing a format that would keep the kids engaged daily. A month long Gaming League was created for the first time that invited kids to play for weekly prizes. Winners of weekly rounds qualified for the finals where a final showdown decided on the top winners. With the idea in place the second challenge became how to tap the kids on digital, as 13 years is the minimum sign up age on Facebook (the largest platform in Pakistan), whilst Paddle Pop’s TG is between 6 to 12 years old. Consequently, we decided to develop our campaign around contextual targeting and started gathering insights accordingly.