Categories Name : COMMUNICATION

Sub-Category : Best Use of Influencers

Entry Name (Campaign) : DEMOCRATISING COURAGE IN THE WORLD’S LARGEST DEMOCRACY – A MOUNTAIN DEW STORY

Results

An integrated campaign was rolled out over a span of 20 weeks:
• Campaign broke online with a powerful digital film showcasing real people overcoming everyday fears.
• 900+ micro and macro influencers were roped in to speak about conquering their deepest fears.
• 5000+ content creators competed online by creating videos on the subject. Engagement platforms across IFP and MOJ were done, where consumers talked about their vulnerabilities.
• A first-of-its-kind experience zone with a Real-Time Breakthrough 3D Holographic Tech to create 25 feet high holographic statues of 1,000,000+ people who shared their courage stories, garnering 30 million views on social media.
• Success of the campaign was showcased with a marketing and advertising media outreach that included interactions with the spokesperson and strategic collaborations.