Why is this work relevant for Direct?

The Family Man activations leveraged several digital & social media platforms, and their specific features, to build a cohesive campaign around the second season of Amazon Prime Video's original show. Fans, brands, publications, top leaders of the industry, show's cast members, influencers and more, were brought together to amplify the different activations in their own unique and quirky ways. Every aspect, be it memes, or twitter threads, or YouTube Videos, all worked in tandem to create a strong word of mouth for the show across social media, which led it to become one of the most highly anticipated series.

Background

There was a huge gap between the release of the first and the second season of Amazon Prime Video's original show, The Family Man. It was important to revive the same sentiments that were stirred during the Season 1 amongst the existing fans, get them curious about Season 2, as well as expand the fandom and spread the love for the show multifold. The brief was to draw narratives that would keep the audience intrigued right up to the day of the launch. Hence, we set out to engage the fans in a unique and relatable manner in order to increase the social conversations around the show just in time for the launch of the second season.

Describe the creative idea (30% of vote)

We created phase-wise micro-campaigns to keep the audience hooked and entertained throughout. -#SrikantKahanHai followed a series of photoshopped creatives of Srikant being everywhere, without actually being anywhere & had everyone on the Internet buzzing about the protagonist's whereabouts. -While the audience wondered about Srikant's whereabouts, we got busy finding him a new job. We conceptualised #TheFamilyManJobHunt, a first-of-a-kind influencer activation, bringing in corporate leaders and brands to create noise about Sri's new corporate life. This had topical relevance and maximum relatability at a time when, owing to the great resignation, almost everybody was on a job hunt! -During the show's launch, since we knew that the "fan-ily" loves to populate their favorite moments of the show via memes, we started a #MemeTheFamilyMan week-long contest series to drive love for the show. -Furthermore, with the help of social listening, our editorials spiked the fandom's interest and love.

Describe the strategy (20% of vote)

-During the pre-launch, we leveraged the show's cast to draw people's attention and pique their curiosity about the protagonist's whereabouts with our activation #SrikantKahanHai. -Building on it, we got the internet to recommend job openings for the protagonist. #TheFamilyManJobHunt then brought together top industry leaders of renowned brands and the show's lead actor for a series of rather entertaining videos uniquely mirroring the interview process. The zoom session format and the script made it highly relatable for the audience. -We rejigged the content around the show already on social media, with a micro-UGC contest series #MemeTheFamilyMan, providing a stage to the fans to best express their love and engage in healthy competition. -Social listening was employed to pick up on the different audience sentiments through all the phases & learnings were used to generate follow-up content. These editorial pieces helped us further drive show's love.

Describe the execution (20% of vote)

It started with #SrikantKahanHai (Where is Srikant) which got everyone to call a number to enquire about the protagonist by implementing an Interactive Voice Response (IVR) technology. Innumerable social media posts with the hashtag drove positive conversations around the show. The next phase, #TheFamilyManJobHunt micro campaign, started off by tweeting from brand's social media handles that Srikant was on the lookout for a new job which had fans, celebrities, brands and influencers giving funny and bizarre job recommendations. We collaborated with revered and social media-friendly industry leaders like Ankur Warikoo (Nearbuy), Kabeer Biswas (Dunzo), Ritesh Agarwal (OYO), and Manu Kumar Jain (Xiaomi) to conduct online job interviews with Srikant. A memeified UGC contest, #MemeTheFamilyMan, where everyone was asked to create memes surrounding the show. A YouTube premiere was hosted with well-known content creators like Saurabh Ghadge and Focused Indian reacting to the best entries and announcing the winners.

List the results (30% of vote)

-The different campaigns collectively helped The Family Man Season 2 become the most-watched show in 2021 on Amazon Prime Video and the fourth most popular show in 2021 in India as per IMDB. - Social followers spiked 3X through the promotion of Season 2 i.e. from 22K to 98K. The page had a 7M+ engagement, and on Twitter, we saw 276K+ engagement through the different legs of the campaigns. -#TheFamilyManJobHunt was featured in 114+ publications, and 45+ brands organically engaged with the activity. -#MemeTheFamilyMan trended on #5 on Twitter on the day of the launch, and 21k+ entries were received.