Case Study

Categories Name : C. SOCIAL MEDIA

Sub-Category : C01. Innovation

Campaign Name : Bourbon It

Brand Name : Britannia Bourbon

Agency Name : Mindshare India

Results

The results were exceptional, far exceeding expectations and demonstrating the campaign’s success in shifting the perception of Bourbon biscuits: • 8 lakh (800,000) registrations—1.6X of what was initially anticipated—showing strong consumer engagement and enthusiasm. • Over 200,000 recipes generated, demonstrating widespread interest in the concept of Bourbonizing recipes and the versatility of Bourbon biscuits as a culinary ingredient. • Users submitted an average of 3 recipes per person, highlighting the depth of engagement and the excitement generated by the AI-powered experience. • Increased social media sharing and positive sentiment demonstrated that the campaign had successfully repositioned Bourbon biscuits as an innovative, versatile ingredient, with many participants proudly sharing their “Bourbonized” creations with their followers.