Categories Name : Web

Sub-Category : Best Short Form Video

Entry Name (Campaign) : Cadbury Dairy Milk - #GoodLuckGirls

Results

• While the Indian Premier League was going on, the Indian Women's Cricket Team were on their way to Australia for their test match, but not chatter was on it. To cheer for Women's team and create some noise we decided to launch our film in the week preceding the games. We amplified the film across social platforms like Facebook, Instagram, Twitter and on online video streaming platforms like YouTube, Hotstar, SonyLiv - reaching over 160Mn consumers, making it extremely visible at all touchpoints and cohorts our Target Audience was interested in.
• Overall, the campaign generated over 330 million impressions across all channels and platforms. The brand film received overwhelmingly positive reviews and generated tremendous engagement with over 110,000 hours of watch time for the video across platforms reaching more than 100 million viewers.
• Moreover, the campaign became viral, generating enormous conversations on social media platforms, LinkedIn and Whatsapp groups as well. People expressed their nostalgia of the old iconic ad and the relevance of gender inclusivity in today's time.
• The campaign also garnered earned media and free PR valued at $670K, and even got mentioned by some of the most reputed brands and influential celebrities' names like Ashwin Ravichandran, Barkha Dutt, Sambit Bal, Gaurav Kapur, ICC (International Cricket Council), Mumbai Indians, Netflix, etc., making it trend on Twitter.
• The film received an overwhelming reception, achieving 21% VTR against a category benchmark of 4% on Facebook i(4x higher than average) and a 32% VTR on YouTube.
• The campaign was widely appreciated on news media and got featured on Reuters, The Time of India, BBC, Forbes, News18 Network, Campaign India, Brand Equity, afaqs!, Branding in Asia and many more.