To break through the clutter of other winter special menu launches by F&B players and grab youth's attention and generate maximum buzz in minimal budget.
Youth, which represents the primary target audience for CCD, want to be associated with everything that is latest and in vogue, particularly on social media. Hence we not only incorporated different mediums to reach out to the youth, but also adopted latest technology like mobile apps which enhances standard pictures and the right influencers on social media to promote Magical Brews. We created mass awareness by reaching out to youth through different mediums across all consumer touch points. Below are the different mediums and digital technology we used to generate engagement, excitement and product trials.
1) Social media
• Identified and engaged six key lifestyle influencers with high youth following on social media
• Explored and got influencers to use simple & cost – effective mobile app to create effects that communicated the 'magical experience' of the product on their Instagram posts.
• Associated with top radio stations across five key target markets on a pure barter basis to promote Magical Brews using CCD vouchers.
3) Press release:
• Disseminated press release with sample vouchers to media across six markets for coverage and to encourage product trials.
Won a Bronze at Goa Fest ABBEY's 2017