#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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