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#MakhanaPremierLeague – IPL Product Launch Campaign Building Organic Reach – MOM

About the Brand

A ready to eat food products that has 16 different variants to choose from for all types of hunger.

Objective

Engagement

Category

FMCG

Ingredients

Paid Advertising, Social Media Marketing

Case study subject

Paid Advertising, Social Media Marketing

Delivery Overview

Concept:

  • Cricket is considered as a religion in India.
  • Anything and everything that’s related to cricket get noticed and when it comes to IPL, it is the biggest sporting event in the country with most number of views & we had to use this opportunity.
  • With the help of this campaign we wanted to showcase all the available and exciting flavours of MOM’s Makhana to our audience.
  • And make it a go to snack to have anytime of the day.

How We Executed: 

  • For our latest campaign #MakhanaPremierLeague we resembled the look and feel of IPL in our creatives.
  • We made our audience curious at first and on later stage we revealed the battle is between MOM’s Makhana Flavours and asked our audience to support their favorite flavor.
  • We used videos, statics, and interactive stories where Makhanas different flavours are the player in the field.
  • It showcased the variety of flavours we had to offer our audience in a creative way.
  • Asking the audience which team (Makhana Flavour) you support this MPL.

Impact

  • The concept of having the products to battle amongst themselves as a cricket team has proven to be great success.
  • The posts garnered almost 50% better reach and video views that we usually receive on our posts.
  • This campaign gave us a reach of 77k+ that is more than 50% of the reach in comparison to the other campaigns and gained Engagement of 6k+
  • With the help Instagram stories we discovered that Cheddar Cheese, Achari Tomato and The Popping Creamnions are most loved flavours and saw a spike in our stories views that boomed up to 1.4k+

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