Increasing social media awareness for Splitsvilla – the game of love
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 facedThe two major challenges we faced when planning the campaign were:
- How do we create buzz on social media among all the clutter
- How do we drive engagement and increase followers on MTV India's Instagram handle
Strategies devisedWe at #ARM Worldwide approached the challenges with a 2 pronged strategy:
- Creating relevant and engaging content, leveraging influencer collaborations on social media to get them talking about Splitsvilla X3
- Leveraging the newly launched reel feature of Instagram to reach new users