INDUSTRY - FMCG
SERVICE - Integrated Marketing
Objective
Inspired by our rich cultural heritage, the Ganesh Chaturthi campaign aimed to celebrate Lord Ganesha by retelling his timeless tales in a fun and engaging way. The goal was to unite the community through digital storytelling, fostering excitement and engagement across generations, while offering exciting rewards to participants.
Approach
- Launched a 10-day campaign featuring 5 tales and 5 contests, alternating between storytelling and engagement activities.
- Videos were created using AI tools like Midjourney, Immercity, Luma, and Photoshop AI.
- Engaged the audience with simple contests relating to the stories, encouraging participation across platforms.
- Concluded with a Visarjan post, highlighting the campaign’s digital success.
- Focused on AI-generated content and interactive contests to drive maximum engagement.
Results
CONTEST 5
(CROSSWORD)
Best-performing contest with 8.5M+ reach and a cost per reach (CPR) of just ₹3.22, generating 557 entries.
CONTEST 2
(SPOT THE MOOSHAK AR FILTER)
Least traction with 169 entries due to limited access on IG only.
TALE 4
(KUBERA’S FEAST)
Maximum engagement on Facebook with 2.2M+ engagements, a CPE of ₹0.02, 3.5M+ views, and 1.3K+ shares.
REMARKETING
AUDIENCE VTR
13.34% (better than prospecting at 9.37%)
TALE 2
(KUBERA'S FEAST)
Generated 3.3M+ views on Instagram.
FACEBOOK VTR
12.65% (better than IG at 10.50%)
Gained 1,500 NEW FOLLOWERS on Instagram
Learnings
- Add English subtitles or English audio to increase video accessibility and engagement.
- Keep contests simple and accessible across both Facebook and Instagram, ideally using a comment-based format to boost participation.
