Award Winning Campaign : MTV Meme Stars – Engaging GenZ and Millennials for MTV India

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  MTV India is an Indian pay television channel which specializes in music, youth culture, and reality programming. Launched in 1996 as the Indian version of MTV, the channel is owned by Viacom 18. To engage its audience, which is mostly GenZs and Millennials, MTV India decided to launch a social media campaign – MTV Meme Stars. The campaign was a social media hunt for the best meme maker considering the fact that on social media we see a new meme every hour on something new which goes viral.  #ARM Worldwide and MTV India joined hands to make this contest a big success and improve customer engagement to build relationships, improve satisfaction, and proactively nurture the customer base of GenZ and Millennials. 

Strategy devised

MTV India wanted to tap their audience base with utmost engagement and we planned to leverage the most popular content format for the same.  Memes - the imagery dialects have become the go-to language for Millennials and GenZs, undeniably unifying the globe with a bountiful amount of quirk and sarcasm. #ARM Worldwide took this as a challenge – to bring maximum engagement to MTV India’s Instagram account. Our social media marketing team did an in-depth analysis and excessive brainstorming to devise a campaign that best worked for MTV and achieve massive results.

Putting ideas into action

To launch MTV Meme Stars – a first of its kind hunt to find the ultimate meme maker, our team put together ideas into action. The goal of the MTV Meme Star campaign was to encourage millennials and GenZs to make new memes and win exciting prizes.  Our team decided to run this campaign on the most engaging social media platform – Instagram. The contest was open to the most creative minds and showcased their meme magic on social media. To make the contest more engaging, the team decided to introduce a new theme every week for 10 weeks. The participants were asked to make and post original memes on their public profiles, and also use hashtag #MTVMemeStars and tag the official Instagram handle of MTV India. 

MTV memes

To make the campaign a viral hit, the social media marketing team at #ARM Worldwide made use of IGTV promotion. A variety of IGTV videos was posted on the original Instagram account of MTV India to create a buzz around the campaign and encourage meme makers across the nation to participate in the contest.  During the finale, a total of 10 participants were shortlisted and a grand winner was announced based on the challenge. The grand winner won a prize money of Rs 1 lac.

Results

With concise and collaborative efforts, #ARM Worldwide achieved massive results on creating the social media awareness for MTV Meme Stars. The robust strategies resulted in more than 4400 entries for the campaign. The campaign reached a new benchmark in Week 6 with IGTV promotion. The virality of the campaign resulted in 54 Mn+ Reach, and 4 Mn+ Engagement.  The campaign was successful and had notable acclaim, for which, #ARM Worldwide was bestowed Inkspell Social Stars Award 2022 for the exemplary work done in the MTV Meme Stars campaign.

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