Categories Name : SPECIAL AWARDS

Sub-Category : Best use of AR or VR

Entry Name (Campaign) : Silk Secret Messages

Results

The campaign led to some very impactful and involving engagement from our target audience. A total of 1000+ million impressions were delivered with 2.1 million people visiting the microsite. Overwhelming response achieved in terms of audience interactions with the media, overall campaign garnered 1.5 million plus secret messages. It does not stop here, this activity also helped us collect 1+ MN unique consumer data points for future engagements.
Power of the idea and insight helped reduce cost per acquisition (for data) by 18% against other campaigns.

Overall, the campaign impacted well in terms of uplift in the brand consideration and health metrics. Brand gained high retailer interest which helped improve distribution footprint by 13% over last year. Also, 27% growth in Valentine’s Day limited edition pack over last year which then correspondingly added massive 12% growth in revenue for Silk overall over last Valentine’s Day.