INKSPELL – Case Study of the Week(Best Viral Marketing Campaign)
Best Viral Marketing Campaign
By Sparkt Private Limited for Star Plus
The channel, through its content, has always supported the cause of gender equity and has been a beacon brand for women, encouraging women to stand up for their identity.
Taking this legacy forward, and to challenge and question orthodoxy and age-old gender stereotypes that come in the way of progress for women they created a vibrant expression for the limitless power of women, through the brand philosophy of “Nayi Soch”.
The objective was to establish the new philosophy and generate a social media storm of chatter around #NayiSoch and innovative user engagement that created a movement on digital platforms reaching out to maximum users along with celebrity contribution.
To leverage the biggest sport in the country that is dominated by males to break the stereotypical notions around lineage and identity fall short of acknowledging the role of women. The campaign films of real life examples of the 3 cricketer icons and the philosophy were released across all digital platforms along with on-air.
The channel took this thought to each and every user online by letting them join the #NayiSoch chatter on Twitter by not just tweeting but also sporting a virtual customized jersey just like the cricketers do in the films. The activity was a first of a kind ever done by any brand to connect with each viewer individually with a customized response and engagement where last name on the user profile, the profile pic change to customized jersey with mother’s name, a Twitter header of Nayi Soch with all 3 cricketers and a customized auto tweet on their feed happened altogether with a single click on the platform.
On 29th Oct, the Indian cricket team walked into the cricket stadium with their mother’s names on their jersey for a match establishing the philosophy of Nayi Soch – a first ever in sporting history. The channel released exclusive clips from the match on social platforms further amplifying the buzz.
The lead protagonists of the shows on the channel in exclusive video clips sported the jerseys with their mother’s names and spoke about the contribution of their mother’s in their success.
The channel unveiled the Nayi Soch with the new women characters and films with vibrant expression for the limitless power of women,that mirrored the brand philosophy of Nayi Soch on 7th November 2016.
- Over 8 billion potential impressions.
- Over 1lakh total mentions.
- 2000K+ profile changes on Twitter.
- 23Mn+ Video Views.
- #NayiSoch trended at 1 spot in India.
- Celebrities of the likes of Amitabh Bachchan, Aamir Khan, Sonam Kapoor, Arjun Kapoor etc also contributed to the cause in conversation on Twitter
- Acknowledged by the Amul through hoardings.