INDUSTRY
FMCG & Retail
SERVICE
Social Media Marketing
INDUSTRY
FMCG & Retail
SERVICE
Social Media Marketing
CAMPAIGN OBJECTIVE
The brand positioning for BNatural is 100% Indian (100% Indian fruit, from Indian farmers)
With the patriotic event - Republic Day, the brand saw an opportunity to tie this positioning with the day.
The objective of the small budget campaign was to use this opportunity to encourage participation and engagement.
EXECUTION
While most of us claim to be patriotic and Indian, when put to the test, most of us fall short.
For Republic day, instead of a simple wish post, we wanted to engage & generate UGC by testing the Indianness of our audience & their general knowledge about India, and some other fruity facts while enforcing the brand position for Republic day by using a Facebook/Instagram AR filter.
The users were encouraged to participate through a series of simple steps:
Try the filter from the page
Record a video of themselves answering the questions
Repost tagging @bnaturalbeverages with #AreYou100PercentIndian
How we made it happen:
Filter questions - India and brand related
Posts to guide participation
Giveaway competition
The users were encouraged to participate through a series of simple steps:
Try the filter from the page
Record a video of themselves answering the questions
Repost tagging @bnaturalbeverages with #AreYou100PercentIndian
How we made it happen:
Filter questions - India and brand related
Posts to guide participation
Giveaway competition
RESULTS
Instagrammers from across the country took the challenge of trying out the filter and proved themselves to be 100% Indian!
Over the Republic Day weekend, we received:
146K
Impressions
1.9K
Opens
899
Video Captures
