Categories Name : Marketing Strategy

Sub-Category : Community building

Entry Name (Campaign) : Royal Challenge WPL and IPL campaign 2024

Results

Taking inspiration from the RCB's "Play Bold" philosophy, Royal Challenge celebrated the momentous WPL win and our stellar performance during IPL by bringing back the iconic Royal Challenge "hookstep" by leveraging high-impact placements across platforms. The campaign generated a massive buzz and elevated our association with the core message of #ChooseBold. The campaign included massive in-stadium integrations during the IPL and WPL matches, along with social media promotions, contests, influencer activity, emailer contests, as well as Whatsapp marketing. Some key highlights: The initiative resulted in Brand Health recovery - witnessed comeback in both consideration (Spont) and trial (P1M) scores. > Consideration (Spont) increased from 17 (Dec 23’) to 21 (Jun 24’) > P1M(Trial) increased from 9 (Dec 23’) to 10 (Jun 24’) - The in-stadium activation featuring the "Naya Shers" dancing to the hookstep was prominently featured during live broadcasts, creating buzz around the campaign. - The hookstep content posted on our owned social media channels generated a massive 13M organic views, showcasing its wide appeal. - The activation became a viral sensation, with meme pages and influencers across social media amplifying the hookstep content further. - Engaging social-first content like "Talking Bold" with IPL & WPL players and collaborations with Virat Kohli, Smriti Mandhana and RCB on their social handles helped build impact and credibility. This omnichannel approach syncing up media and on-ground helped to drive ‘Meaning’ and ‘Distinction’ for the brand. By leveraging the iconic and viral hookstep, we created an engaging on-ground experience and built robust social media traction, thus driving relevance for Royal Challenge and reinforcing our POV in culture.