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INKSPELL – Case Study of the Week (Viral Marketing)

Best Viral Marketing Campaign 2016

Trumping Donald – A TE-A-ME intervention

The Campaign

The intention and endeavor behind this intervention was to spread the word about the power of tea. #TeaForTrump digital & content marketing activation focused on asking users to send their requests to Donald Trump (@realDonaldTrump) directly so that he drinks the green tea & can purify his mind and soul. Trump is known to elicit strong concerns around the world owing to his extreme views often bordering on sexism, racism and beyond. In a modern take of the Gandhian principle of peaceful persuasion, TE-A-ME Teas took a friendly approach to changing Trump for the better. After all, green tea has been proven to fight against harmful free radicals and cleanse the mind and bodies, helping one regain a healthy balance!

The Idea

TE-A-ME teas delivered four years’ supply of green tea to Donald Trump. The special delivery went all the way to Trump Tower, New York in a good-humored attempt to cleanse Trump’s system. The idea behind viral marketing was to ride on the velocity-time graph for #TeaForTrump. The core of digital campaign execution strategy was real-time marketing, turning our content into liquid content & discoverable over the Internet. The recipe behind the perfect execution of this campaign lies in an exact and opportune mix of timing, audience targeting, distribution channels, amplification, seeding, and cross promotion on multiple platforms.

The Results

By September 2016, tea for trump campaign had already delivered: 42000+ video shares | 3.2M video videos (in first 72 hours) | 22,000 tweets (having 60+ twitter verified profiles) | 800+ stories | 400M+ impressions from 80+ countries (lead by india & US) | 200000+ digital engagements (likes, shares, comments across all platforms)

 

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 honor.

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