Categories Name : MARKETING TO UNIQUE AUDIENCES OR ON UNIQUE OCCASIONS OR IN A REGULATED ENVIRONMENT

Sub-Category : Age-Targeted Marketing

Entry Name (Campaign) : Netflix x boAt Stream Edition

Results

A month-long 360-campaign led our efforts towards promoting the new product range, and announcing the partnership. We kicked off with a pre-launch teaser video that helped facilitate pre-bookings, followed by an announcement film when the products were launched. Accompanied by a country-wide hijack across Digital, Press, OOH, Social media and an on-ground guerrilla stunt that caught a fair load of PR. The product was available on Amazon, Flipkart, Myntra, and the boAt Website. A post-launch influencer campaign on social media showcasing the products in use helped in driving sales. The campaign ran from mid-December 2022 to January 2023. The Ultimate Noise Canceller product sold out in less than a week. And in just the first 10 days from launch, the campaign had 350Mn+ Reach 55Mn video views 1.2Mn Engagement 9K+ Conversations 120+ Press articles 60% increase in keyword search for boat on e-comm platforms indicating a major salience build up for ‘Stream Edition’ 72% higher CTR and 113% higher VTR than that of the benchmark for Audio category Positive perception of Netflix being more Indian by collaborating with a loved local brand Positioned Netflix as category leader by equating streaming = Netflix