“Greeting messages successfully sent to all new leads, initiating the sales communication process. Sent one quote for basic e-commerce website and basic social media marketing,
We made it possible with our marketing problem solving skills
A global sports sportswear company was introducing a new range of casual footwear
inspired by creative street art, in the Indian market. The product range is very popular in the western markets, driven by street performers. However, India youth don’t share the same cult following. The challenge was to create a buzz around street art.
OVERVIEW
having succeeded in US and European markets, looked towards the fastest growing market – India. The product line is basically promoted as a casual street wear for youth between 18 & 28 years age. They are designed around the concept of street arts/sport, which are very popular among the American and European youth. Having said that, the street art culture is not as established in India.
OBJECTIVE
The company decided to take the video viral route to connect with the youth across the country. They chose 8 cities across the country for this
and shot videos of artists with their art. Most of these artists were professionals and so the end result was production of very attractive and expensive videos. The traditional route is hosting on Youtube and spend a lot of money for inorganic push. This doesn’t always have the desired effect. Comezzo was brought in for content seeding.
SOLUTION
After studying TG behaviour, all the potential touch points were identified. From a myriad of online portals, identified those which the TG interacts
with most common. Also identified topics of interest. Using native advertising techniques, pushed content promoting the multicultural art festival across the country. The whole campaign was pushed as a ‘first time’ event . Effective collaboration with popular publishers like Scoopwhoop, Indiatimes, Firstpost etc, the campaign trended rapidly and within no time, the video uploaded on Youtube went viral. With content seeding added an astounding 7 million views!
Effectively, the proof was in eating the pie. The sales figures shot out off the graph. In first quarter, most outlets were stock-out. The most important aspect of the campaign was the long tail, which lasted for over a year.