Case Study

Categories Name : A. Marketing Strategy

Sub-Category : A12. Maximizing Mobile Advertising

Campaign Name : Leveling Up Housewives: The unexpected gaming revolution no one saw coming!

Brand Name : HUL Detergents

Agency Name : Mindshare India

Results

The campaign delivered strong, measurable performance across all KPIs, setting new benchmarks for digital and gaming-led engagement within the FMCG category. a. Across Rin Liquid, Wheel, and Surf Excel Pocket Bar, the campaign achieved an average CTR of 3.2%, significantly higher than the typical FMCG benchmark of 0.3%. b. Engagement rates ranged between 17% and 21%, driven by playable creative formats. c. Completion rates exceeded 75%, indicating high-quality interaction. d. Average time spent per user was between 21 and 26 seconds, compared to the standard 3–5 seconds for online video. Brand Lift Studies further validated the impact: a. Rin Liquid: Unaided awareness +14 points, online ad awareness +21 points, purchase intent +17 points. b. Wheel: Aided brand awareness +20 points, purchase intent +17 points. c. Surf Excel Pocket Bar: Aided brand awareness +14 points, purchase intent +23 points. The campaign reached housewives during their highest-attention digital moments inside games like Ludo King, Carrom Pool, and Candy Crush, converting casual play into active brand engagement. Interaction depth was evident in repeated plays and high dwell time across formats. Performance exceeded expectations across all regions: South India (Rin): high completion and recall uplift. Rural Maharashtra & Karnataka (Wheel): strong intent growth in media-dark areas. Tamil Nadu (Surf Excel): highest playtime and intent lift across all brands. The campaign demonstrated that gaming can deliver superior engagement and brand lift for low-involvement FMCG categories, validating it as a sustained performance channel for future HUL initiatives.