Summary
This campaign is a fine sample to show effective use of Artificial Intelligence through a Conversation Media Platform that was going to help us intelligently inject relevant rich-text, stickers, Gifs and emojis into everyday conversations of our consumers between their friends, family & colleagues programatically.
Challenge
Sunfeast YiPPee!, the instant noodles & pasta brand from the ITC Foods division, is one of the most innovative brands in the category. The Mood Masala variant is a brilliant product innovation, where by the consumer can change the grade of the flavour based on his/her mood.
Objective
Along with driving Awareness for Sunfeast YiPPee! Mood Masala, the other most important objective was also to drive brand association in day-to-day moments of ‘hunger', ‘mood' and ‘snacks'.
Strategy
As our audiences are digital natives, our aim was to boost brand recall and awareness for Sunfeast YiPPee! Mood Masala by leveraging their most loved language of communication - chat & messaging apps like WhatsApp, FB Messenger, Insta DM etc. Looking at our Objective and the TG, our strategy was to infuse content within the platforms and occasions that resonate the most. Life in a lock down had also bought everything to a standstill. Not being able to socialize with friends often, they would lodge towards chat applications to catch up. We identified this as a strong lever to activate our campaign. Our strategy was to create a campaign that could connect and engage our audience & meaningfully showcase the brand communication via conversational, quirky, fun humour.
Data
As per the Wavemaker KMP Teens Media Consumption Analysis, teenagers are heavy on chat and social media apps like Facebook, Whatsapp, Instagram, Twitter & Snapchat with Whatsapp being used the most followed by Facebook.
Solution
We embarked on a journey to create a unique experience where we integrated YiPPee! Mood Masala in daily conversations. We not only capitalised on day to day chatter around IPL, Hunger, Noodles, Mood but also amplified brand focus campaigns by promoting "Where the Mood Is" campaign with IPL related content. Other than IPL, which was the flavour of the season, we also leaped towards one of the most popular show on Amazon Prime – Mirzapur and integrated stickers with the characters to drive virality with trending keywords. The technology we used enabled us to place YiPPee! Stickers & GIF packs that got auto -downloaded as default in targeted devices with up-front placement of Sticker & GIF packs, the 1st position next to ‘Trending' section. Priority exposure of content was given to defined YiPPee! & Hunger focus keywords for real-time intent detection. The selected content was placed in the ‘Trending' section of Stickers & GIFs for both male & female users.
Results
With a first of its kind campaign, it was an instant success with all media & brand metrics delivering above benchmarks. The audience were totally engaged and this really helped in driving the core message of "Where The Mood Is". • Brand Lift Studies reported over 37% lift on Brand Awareness, 25% on Content Recall & and a massive 29% on Purchase Intent. • From the overall 198Mn+ Pan India views, we were able to reach 2.6Mn+ unique viewers. • The content was shared over 1.4Mn times with over 0.5Mn Unique sharers • 81% of our users were from the 13 – 21 years bracket with a 66% share chunk involving Women and 34% Men
