Sponsor Berger Paints sought to break the commercial clutter around the 2019 IPL season with an elaborate, interactive social video strategy which featured funny scenarios within a cricket-crazy household in order to expand its social media followers and brand presence and launch a new product.
Objectives
The brand’s ongoing marketing strategy typically seeks to engage audiences during topical events – including festivals and sport – with fun, interactive initiatives and wanted to continue this approach when activating its rights as an IPL 2019 sponsor.
Berger Paints briefed digital agency HGS Interactive to activate its rights as an IPL sponsor to achieve multiple objectives including boosting its digital brand presence through social engagement, growing social followers and generating leads and increasing awareness of a new product launch – ‘Berger Easy Clean Fresh’.
Activation
Agency HGS Interactive’s solution to the challenge was to create a set of short social videos and roll them out through the cricket season to build engagement and drive participation.
The creative idea was to create a participatory video series based around a cricket-crazy household and capturing funny scenarios whilst watching matches at home and then asking viewers to step into the shoes of the ad protagonist and help him make the right choice.
With a high volume of advertisers and sponsors competing for digital attention with cricket-themed campaigns, Berger Paints chose to launch its campaign a little after other brand’s pre-tournament roll-outs maximise momentum and views.
The videos were published across the brand’s Facebook, Instagram, Twitter and YouTube channels and included a Facebook in-video poll (for users to choose and see what others are voting for) and Twitter conversational video cards (to make it easier for participants to select an options and tweet using the campaign #hashtag).
Watching matches is fun, isn't it?
But for Rahul, it wasn't all that fun since he deals with some dilemmas.
Watch the video to know how he comes up with 'Fresh' solutions to enjoy the game while keeping everyone happy! #ECFreshPerspective https://t.co/T8LhatG8Tc— Berger Paints (@BergerPaintsInd) May 10, 2019
a very awkward situation to be in. Have you seen @BergerPaintsInd latest video? #ECFreshPerspective pic.twitter.com/Ly4KCRdTnN
— Somya Singh (@SOmYa__SinGH) April 30, 2019
Be it inside home or outside on the pitch, women never cease to soar high with flying colours.
Congratulations GS Lakshmi on becoming the first female to be appointed to the ICC International Panel of Match Referees. #ECFreshPerspective #PaintYourImagination #BergerPaintsIndia pic.twitter.com/VtPXjwxoM1— Berger Paints (@BergerPaintsInd) May 14, 2019
“Our newest product Easy Clean Fresh is all about a fresh perspective and we think that comes across via the everyday struggles faced by a cricket crazy family and how they overcome them via fresh solutions,” commented Berger Paints Digital Marketing Manager Upasana Dash.
Outcome
The agency reports the key campaign success metrics included more than 8m total engagements across all platforms – including:
> 2,751 entries using #ECFreshPerspective
> 1,801,128 total reach through Facebook posts
> 3,344 the total tweets using #ECFreshPerspective
> 22.7m impression via Twitter
> 8,16,995 total video views across all social platforms
Leave a comment
You must be logged in to post a comment.