Creative Execution

The campaign was deployed on Twitter in real time during popular matches of the IPL. We identified and tracked turning moments during matches like a catch dropped, a boundary, an important wicket taken, sledging, all in real time. Funny, witty memes on these intense moments were created real time to bring alive the brand proposition of ‘GoodByeSerious’. Moments across 25 popular matches across 2 months of the league were given a funny twist through 81 unique creatives, having 81 unique lines. Relevant influencers from the cricketing fraternity with huge youth following curated & helped seed our content. The approach not only helped us trend on Twitter, but also allowed us to hijack social chatter amongst the clutter. Matches were identified based match viewership projections and moments were prioritized considering – 1) Impact of the moment on the game 2) Player involved in the moment 3) Popularity of the player

The campaign was a super success! ? the campaign reached 32.5 MN unique audiences in 45 days. ? The engagement rate captured was 5X the engagement recorded on digital ads ? ~70% of the conversations recorded were positive sentiments towards the brand

Social media thrives on edgy content and humor, hence the idea saw a natural relevance on Twitter. Moreover the fact that 60% audiences posted live updates on social media while watching the match worked perfectly in designing this campaign. The content created was developed keeping in mind the objective of driving engagement on social media. Using influencers on social media was just the perfect mix to make this campaign viral & talkable in its true sense To appeal to today’s Urban Millennials and break the clutter in a highly competitive ice-cream category, Hindustan Unilever introduced ‘GoodByeSerious', a new communication line with an attempt to position Kwality Walls Ice cream as a cool, quirky brand. The communication statement enabled Kwality Walls to create mascots representing each of their product variants in the space of humor.