The Campaign

We used an approach to understand the media and content consumption habits of young India to reach the right solution during the RIGHT TIME OF THE YEAR 1) Internet consumption is dominated by the youth of India (more than 41%), with an average time spent of more than 1.5 hrs /day 2) The Indian Premier League (IPL) is the single largest tent pole event during the Summers which fits perfectly from ice-cream seasonality point of view. Moreover, 60% audiences posted live updates on social media while watching a match. 3) Influencers and Bloggers drive conversations on popular events on social media platforms and are the religiously followed by Millennials. They were hence the perfect thread to bind both ends Powered with these insights, we created a real-time & agile social media campaign during IPL using cricket enthusiasts which were a mix of Commentators, Influencers & Bloggers.

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

Insights, Strategy and the Idea

Indian Premier League falls right in the middle of the scorching summer season in India. Its regarded as the most popular sporting event not just in India but in the subcontinent. Such a set-up is just perfect for an ice cream brand. But a sporting event of such a caliber requires huge investments for a brand to associate with. While various brands were looking at their annual budgets to find a way of participating in the event, we looked at where the viewers were. While the consumption of the game would happen on ground, on television and on sporting apps, one thing was common across these three occasions the usage of social media during all these consumption points. This led to designing of the perfect Unofficial Sponsorship of the Indian Premier League