Roadies is one of the most engaging and biggest shows on MTV with a total of 18 seasons so far. With a new host and astounding concept, the latest installation of the youth-based reality show was different from the last 17 seasons. The season was being held in South Africa, and was called “Roadies – Journey in South Africa”. It comprised 10 Ex Roadies and 10 New Roadies who played like a buddy pair to win the season.  #ARM Worldwide and MTV joined hands to heavily promote MTV Roadies – Journey in South Africa on social media and engage with a wider audience base.  MTV Roadies is a show that has a huge fan base, not just to watch the show but also on digital platforms because of the exclusive content and digital-led ideas. Keeping in mind the fan craze for the show, #ARM Worldwide team decided to think out-of-the-box for the client to drive maximum engagement and create a huge buzz on digital platforms. 

Challenges

The social media and content marketing team at #ARM Worldwide identified two major challenges while planning the campaign. 

1. Creating a unique buzz on social media platforms given that previous seasons had set expectations at par.
2. Driving maximum engagement on social media to make the concluding season a superhit show. 

Strategies devised

We, at #ARM Worldwide, approached the challenges with four-pronged strategies: 

1. Creating an AR filter to engage audiences on digital platforms. 
2. Creating different content buckets to interact with the audience and leveraging the right platform.
3. Organizing a digital show for Roadies digital host – All Access Star. 
4. The promising face to host the season and at the same time a personality to resonate with the audience.

Putting ideas into execution

To create a huge buzz around the campaign, #ARM Worldwide leveraged the introduction of a new host in the season 18 – Sonu Sood – to captivate the attention of the audience. The personalized linkage promo with him was released in 4 different languages - Hindi, English, Telugu and Tamil. Our team created an interactive AR filter as per the theme of the season to interact with the audience and create a buzz around the latest season of the reality TV show.  Additionally, our team included creating different content buckets to interact with the audience via all the best form of content from static to motion, meme to contest to drive max interaction and engagement across social media platforms as well as partner platforms.  The digital show, called All Access Star, was a 5 episode contest hosted by Arjun Kanungo and VJ Gaelyn. The contest aimed to find a host for the digital show of Roadies Season 18. The contestants were assigned different tasks in each episode, and the final winner would win a trip to South Africa. The episode was aired during the weekends only, but the digital audience was kept engaged with Promos, Memes, Shandaar Shanivaar, etc. throughout the week.This bought wholesome engagement with fans on social media to find the next digital face. 

Results

With collaborative efforts, #ARM Worldwide achieved massive results in creating digital awareness and engaging the audience for MTV Season 18.  Introducing Sonu Sood fetched 83Mn + impressions and 10MN+ views across social media platforms in the promo itself. The digital show “All Access Star” solely resulted in 32.8 Mn+ Impressions, 29.5 Mn+ Reach,6 Mn+ Views & 7.7 Mn+ Engagement. The digital performance of Roadies season 18 resulted in 292 Mn+ Impressions , 226 Mn+ Reach, 90 Mn+ Engagements & 86 Mn+ Views across platforms including Gaana, Glance, Roposo, Instagram, Snapchat, twitter, Facebook, and Youtube.

  Splitsvilla, the Indian dating reality show, was all set to launch their 13th season with hosts Sunny Leone and Rann Vijay Singh. The season was conceptualized on Greek Mythology - The cupid’s arrow - with MTV playing cupid to help contestants find their one true love.  #ARM Worldwide and MTV joined hands to heavily promote Splitsvilla Season 13 on social media. With conclusive efforts, our team ran down analysis to devise robust strategies to achieve what MTV had dreamt of.  The show’s audience primarily consists of 18-24 Year olds who relate to the drama and fantasize about finding love for themselves. Our research showed, almost 69 Millions users from this age group are present on Instagram.  And we began to think, as to how we can create a buzz for the show and reach these millennials? 

Challenges faced

The two major challenges we faced when planning the campaign were:

1. How do we create buzz on social media among all the clutter
2. How do we drive engagement and increase followers on MTV India's Instagram handle

Strategies devised 

We at #ARM Worldwide approached the challenges with a 2 pronged strategy:

1. Creating relevant and engaging content, leveraging influencer collaborations on social media to get them talking about Splitsvilla X3
2. Leveraging the newly launched reel feature of Instagram to reach new users 

Putting Ideas into execution: 

In phase 1 of the campaign, we called for entries via online auditions with the message to not let social distancing deter them from finding their forever and kept the ante up with a collaboration with Yashraj Mukhate  In phase 2, the campaign was launched with the main promo and a robust Network TV and Digital Pages plan. We developed more content around content pieces and collaborate with influencers like gorgeouspotahto, govinuts, kareemabarry, and awwwnchal to promote the launch date.  In phase 3, we kept the interest peeking with episodic promos, Big Boss collaboration and a contest for all the single people. It is in this phase where we leveraged reels to promote, collaborate and push more contest, episodic and contestant content to reach new audiences and build a stronger fan base. 

Results: Turning dreams into reality

With concise and collaborative efforts, #ARM Worldwide achieved massive results on creating the social media awareness for Splitsvilla new season. We achieved a total reach of 1.04 Bn for the campaign, with more than 71 million engagement, 824M+ video views, and attracting 400K+ followers on their Instagram handle.  Total Reach - 1.04 BN Engagement - 71 Mn+  Video Views - 824M+ New IG Followers - 400K+  In a time where social distancing was being promoted, MTV and Splitsvilla brought people together to celebrate and find their “ONE TRUE LOVE”

Background

Bajaj Finserv is one of India’s most diversified financial company offering consumer durable loans, lifestyle loans, personal loans, loans against property, small business loans etc. The company also has dedicated lending options for doctors such as home loans, business loans etc.

Challenge

In India, National Doctor’s Day is celebrated to show gratitude to the services delivered to the society by doctors. Bajaj Finserv wanted to honour the noble cause that doctors do for the society, by highlighting offers especially crafted for doctors. And what better way there could have been to spread the message than doing so on Doctor’s Day. However the challenge was different - reaching out to doctors isn’t an easy task, especially when digital campaigns ride on social media heavy communications. Furthermore, spreading the word around the offers was another task at hand.

Strategy

Owing to the topical occasion, the best way forward for executing the campaign was to make use of social media targeting and reaching out to the target audience. We strategized to spread the worldliness about the campaign using social media channels of Bajaj Finserv and decided to engage a few social media influencers for execution as well. Engaging with social media influencers was critical in this case as it gave us a wider reach and established a direct connect with doctors. With many brands trying to use the National Doctors Day as a tool to plug-in their offerings to the digital masses, the task at hand was not an easy one. The solution - to keep key messages universal and appealing. Following this strategy helped us get the word out and noticed, which eventually attracted doctors as well. However, the motive was not only to make the campaign generic about doctor’s day but also to integrate the brand and to spread the key message around the latest bouquet of offers from Bajaj Finserv. Riding on the mantras of topical marketing and use of social media coupled with real-time marketing, our concept was to invite, capture and reflect the emotions of people on digital platforms keeping doctor’s day as the key talk point. After hours of planning and brainstorming, we prepared a campaign to promote the brand’s message and offering and decided to create an exclusive property thankyoudoctor.in.

Execution

A good campaign not only focuses on promoting a brand’s image but also helps them to generate monetary benefits and establish authority. Our intent was no different than this. And to make the contest more intriguing and appealing we decided to run a quiz especially for doctors on Bajaj Finserv’s website. Using social media channels, we intended to drive doctors to the website where they would participate in the quiz and win exciting gifts. #ThankYouDoc was the first phase of the campaign which kickstarted on 29th June 2017 with the launch of the Doctor’s Quiz on Bajaj’s website. Quiz was open for participation from doctors on all four days and doctors were encouraged to take part in a simple quiz laced around their profession. Prizes like Samsung S8 and Amazon shopping vouchers were promised to winners to create a buzz and to attract participation from Doctors. We promoted this quiz on multiple platforms to get the attention and amplify participation. The second phase of the campaign started with #JustForYouDoc posts on social channels of Bajaj Finserv to educate doctors about the services Bajaj is targeting to provide to doctors. These posts were amplified on various social channels. Through these posts, we promoted the total offering on loans that Bajaj Finserv had on offer. The last phase of the campaign was to get the voice out and evoke public sentiments for doctors. We came up with #ThankYouDoc hashtag and showed our gratitude towards the doctors for the selfless service they are doing for mankind. We encouraged Twitter users to tweet their stories about the times when their doctors saved their life, by posting a gratitude-filled post for them.  

Results

Our team worked and executed the campaign in and out with just 48 hours of time. From creation of a landing page and to the campaign structure to make it live. We approached influencers and convinced them to share their thoughts about the campaign to create a buzz about the campaign. What came in as a double whammy was that the campaign generated a potential business of 6.5+ Cr for the brand.

Challenge

Truecaller is one of the handiest application that helps consumers tackle one of the most infuriating problems we face in our everyday life i.e. spam calls. Nobody wants to receive a spam call during work hours while having dinner, or for that matter at any time of the day. Truecaller was reaching its 100 million user mark in India, thus wanted to make send out the message to the other potential consumers about the app. The challenge was to create awareness about the product and to convey their message to people. To spike conversations around the product, we decided to devise a Twitter campaign that would effectively and efficiently build the product awareness.

Strategy

With the aim of creating cognizance around the app, we decided to unveil campaign in two phases. The first phase involved identifying and associating with relevant social media influencers. This was a tricky situation, as it involved layers of screening and filtering - since the messaging was about an app, not any and everybody could be associated with. We then kicked off the campaign by letting these influencers post stories around the hashtag #WeHaveAMessage. The leg involved careful examination of all social media posts that were going out of our influencer network, as we wanted to clandestine and own #WeHaveAMessage hashtag. Once there was enough buzz and curiosity around the hashtag, we rolled out the second phase of the campaign - #99NotOut and #Century4India revealing the mystery around the predecessor hashtag #WeHaveAMessage, and ultimately taking back the conversation to Truecaller.

Execution

We started off the first phase by kicking #WeHaveAMessage on social media and engaged the audience in this digital conversation. We associated with 15 top-notch tech bloggers where we used their reach to convey the message to the relevant audience and create the buzz that Truecaller is looking to announce something. We also moderated user-generated content to engage more users in the campaign. To bring more clarity and in-depth knowledge of the app’s ecosystem we conducted one-on-one interactions between bloggers and Truecaller’s product team. The second phase started with spreading the word about #99NotOut and #Century4India. A bloggers meet was organised where the associated bloggers took on their social media accounts with live coverage of the event and an array of tweets around Truecaller’s achievement. During the Twitter activity with influencer at bloggers, we unveiled another phase of the campaign. The next step was about announcing the TrueDialer feature from Truecaller. For this, we created a Twitter handle @Ciao_DumbDialer and asked our influencers to tweet about the same. To further emphasise on TrueDialer’s prowess, we roped in versatile actor Nawazuddin Siddiqui for the campaign and created a video in which he shared his story about how he picked the right call and got a chance to live his dream of becoming an actor. This messaging was consequently promoted by using #TakeTheRightCall on Twitter, which helped create awareness and brand recall for Truecaller.

Results

• 37.55Mn + hashtag impressions
• 7,914 tweets
• 50+ Stories on web
• 20 Mn+ reach

Challenge

In the world of anyone getting anywhere like Trump getting into presidential seat, similarly, any virus can swoop into our systems any day! We are the ones who give them a secret passage via illegal software installation through which they intrude and start disrupting the system. #BeCyberSafe, the campaign was designed to create awareness that by installing unlicensed software we allow hackers to cause mischief through organized crime. It also syndicates employing sophisticated financial rules against institutions, businesses, and individuals. In such a scenario of surging sophisticated, targeted cyber-attacks there is a need for improved defenses. The thought behind the campaign was to make everyone understand that we must protect our systems against cyber attackers who assiduously research their targets, analyze their weaknesses, and use this information to tailor their assaults. This message well executed via the video marketing campaign. We set out a plan to drive conversations around the need to #BeCyberSafe and create a strong brand recall through social media platforms and blogs alike.

Strategy

The awareness drive was initiated by creating a video describing how one falls prey to online frauds and why it is important to #BeCyberSafe. In this digitized era, today video content gets quickly consumed on social platforms. With the maximum user base on Facebook and Youtube, we published the video on both the platforms from Microsoft’s official handle. We targeted all the millennials to create awareness for #BeCyberSafe campaign. Further, we engaged with bloggers to create social stories around the topic. As the next step, we have engaged with digital super users on Twitter where the influencers created micro stories and seeded the #BeCyberSafe video to optimize through SEO for easy discovery, which ended up in 1 Million views in a day.

Execution of the campaign

Video content marketing was driven by the virtue that content is the king. Through the brand’s video, a real life scenario was presented in a rib tickling fashion However, the message was put across clearly that in today’s connected world, it’s poignant to #BeCyberSafe. The content was further curated by influencers and consumers who had fallen prey to cyber theft to learn their lessons the hard way! The awareness drive was amplified across social media platforms and blogs and built a myriad of discussions around cyber security and the need to keep softwares updated.

Campaign Results

With just 24 hours to make an impact of #BeCyberSafe campaign, we had to initiate and sustain an engaging yet informative campaign that brought out the key messaging to key stakeholders of the community. The following numbers reflect the impact generated and the results achieved.