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INKSPELL – Case Study of the Week (Mobile Marketing Campaign)

Best Mobile Marketing Campaign 2016

Sumit Sambhal Lega Mobile Interactive Masthead

The Campaign

STAR Plus is known for family dramas with women at the core who hold the family together. Sumit Sambhal Lega turns this on the head and re-imagines the role of a man in keeping the family together. Goal was to drive affinity towards Sumit’s character and conversations around #HarMardKaDard. #HarMardKaDard talked about a man’s pain when he is stuck between the two women in his life – his mother and his wife and his struggles in order to please both of them and the funny results of such efforts. Interactive masthead showcased Sumit stuck in a situation and asking users to choose which side he should be on – mother or wife. Users could choose any side they wish through annotations in the video. Each side would end with Sumit trying to balance the situation as he had to take side of the other and strategically ended with tune in communication of the show.

The Idea

The basic idea was to showcase marriage from a man’s POV and humorous take on the Saas-Bahu conflict that will make even women laugh. Strategy was to engage users by giving the opportunity to help Sumit, their lead protagonist of the show who is stuck in banter between his mother and wife. Interactive YouTube masthead was created wherein users could actively choose whose side should Sumit be in a situation where he is caught between his mother and wife banter. This ended with a video that communicated the tune in for the show. Desired engagement from both men and women in the target group was achieved through content that was relatable to both with everyday common situations in a family man’s life expressed in a funny manner. Interactive masthead showcased Sumit stuck in a situation and asking users to choose which side he should be on – mother and wife. Users could choose any side they wish through annotations in the video. Each side would end with Sumit trying to balance the situation as he had to take side of the other and strategically ended with tune in communication of the show. Interactive Affinity banners targeted Android and iOS users with add to calendar feature for show reminder.

The Results

Staggering 34Mn impressions for the video on YT masthead and 6.4lakh+ clicks with a CTR of 1.88%. Video reached out to 11mn users. 23k users added reminder to their calendar for the show.

Click here to view the campaign video.

If you, too, have executed exemplary digital campaigns in the last one year, go ahead and submit your nominations for the DOD Awards 2017 – India’s most coveted Digital honour.

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