Achieving 2L+ Installs, 2.3M+ Reach, and 2.7M+ impressions for Launch Campaign
About the Brand
India’s Fantasy offers sports fans an exciting platform to showcase their knowledge and skills. Users can create their own fantasy teams, compete in contests, and participate in money pools to predict and win big.
USP:
- Widespread Winning: Distributes lakhs of rupees to lakhs of people, increasing each user’s chance of winning, rather than one person winning crores.
- Dual Gaming Options: Combines fantasy sports and money pool quizzes, doubling the chances to win.
- Trust Building: Focused on credibility in a skeptical market.
Objective
- Differentiate in a Competitive Market: Highlight the unique value proposition of attainable success.
- Build Trust: Overcome skepticism through transparency and showcasing real winners.
- Enhance Brand Awareness: Increase visibility despite advertising challenges.
- Drive App Downloads: Boost user acquisition by emphasizing genuine winning chances.
- Increase User Engagement: Foster a loyal community by making success feel attainable.
- Highlight Attainable Success: Emphasize that winning is within reach for every user.
Challenges
- Regulatory Constraints: Strict advertising restrictions causing frequent account flagging.
- Market Saturation: Highly competitive industry with established players.
- Trust Deficit: Skepticism towards new platforms.
- Audience Targeting: Reaching and engaging the niche market amid limitations.
- Building Loyalty: Encouraging repeat engagement in a gratification-driven market.
Core Insight & Strategy
Core Insight:
People are more eager to participate when they feel they have a genuine chance to win—when success feels attainable, not just a distant dream reserved for a lucky few.
Strategy:
- Offer Frequent, Attainable Wins: Created more lakhpatis by providing frequent contests and bonuses, heavily featured on social media to build trust and boost participation.
- Engage with Relevant Sports Content: Aligned content with cricket fans’ interests—player stats, match predictions, fantasy team advice—to engage users during live matches and tournaments.
- Leverage Celebrity Ambassadors: Integrated ambassadors into all social media content to build trust and increase visibility.
- Focus on Target Audience Preferences: Tailored content for 18 to 35-year-olds from Tier 2 and 3 cities, emphasizing player performance stats, historical data, and expert analysis.
Delivery Overview
- Pre-Launch Phase
- Teaser Campaigns: Built anticipation by hinting at frequent winning opportunities. Used engaging visuals and messages across social media platforms.
- Engagement Posts: Conducted polls and quizzes related to cricket and fantasy gaming. Encouraged users to share excitement for upcoming matches and tournaments.
- Brand Ambassador Strategy: Recommended Emraan Hashmi as the ambassador to build trust. Leveraged his association with fantasy sports to resonate with the audience.
- Launch Phase
- Brand Film Release: Introduced India’s Fantasy through a compelling video showcasing attainable wins and featuring the brand ambassador. Emphasized the concept of becoming ‘Lakkhi’ with frequent successes. Emraan’s brand film highlighted app features, leveraging his popularity and trust from Jannat to attract fantasy sports fans.
- User-Generated Content (UGC): Encouraged users to share their own predictions and team selections. Featured select user content on official channels to foster community.
- Social Media Contests: Hosted free contests and offered bonuses to boost participation. Promoted through eye-catching graphics and clear calls-to-action.
- Influencer Campaigns: Partnered with influencers to promote app contests and engage fans. Emraan Hashmi’s brand film leveraged his Jannat fame, building trust and excitement. Utilized Telegram to reach the fantasy gaming community, boosting awareness and downloads.
- Post-Launch Phase
- Success Stories Series: Regularly highlighted new winners to reinforce the attainability of success. Shared testimonials and reactions from winners to build credibility.
- Sports Content Engagement: Created content aligned with live matches, sharing player stats, match predictions, and expert insights. Engaged users with content they are passionate about during peak interest times.
- Celebrity Ambassador Integration: Consistently featured ambassadors in social media content to enhance trust. Released messages and tips from ambassadors, linking their credibility to the brand.
- Navigating Advertising Restrictions
- Compliance-Focused Ads: Emphasized skill, strategy, and frequent winning opportunities. Avoided gambling-related terms to adhere to regulations.
- Alternative Channels: Collaborated with influencers popular among the target audience to expand reach organically. Leveraged content marketing and SEO strategies to drive organic traffic and reduce reliance on paid ads.
- Community Management: Actively engaged with users by responding to comments and messages promptly. Fostered a supportive community environment to encourage user retention.
- Performance Monitoring: Tracked engagement metrics and user feedback to continually optimize content. Adjusted strategies based on real-time data to maximize impact.
Launch Videos
Launch Creatives
Impact
- App Downloads:
- Achieved over 1 lakh installs within the first 7 days of launch, 2 lakh installs over 1 month of campaign duration.
- 80% user retention post-installation within the first 7 days.
- 10K+ active players in each contest within the first week.
- Social Media Growth: (in 45-60 days)
- Account Reach: Surged to 2.3 million.
- Account Impressions: Expanded to 2.7 million.
- Reels Performance: Several videos exceeded 450K+ views, showing high user interest.
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