Case Study: How Berger Paints broke the clutter this IPL season with an elaborate video strategy

The Berger Paints IPL Case Study entails how the brand leveraged a strategic video strategy to stand out this cricket season.

Berger Paints India, as part of their digital marketing practices mainly focus on brand/product awareness, lead generation, customer relationship management, and increasing engagement through campaigns, contests, blogs, videos, and content creation. The brand likes to engage with the audience during topical events, apart from the usual festivities and events, with interactive and out-of-the-box campaigns and activities. Berger Paints IPL Case Study takes a look at how the brand extended its social media presence this IPL for quality engagement.

Summary

This IPL season, Berger Paints India decided to take a different route by showing a cricket-crazy household and capture some funny scenarios that resonate with the viewers. An interactive video campaign was ideated, wherein during every new situation, users were asked what the protagonist should do.

A
series of situations around watching a cricket match at home was scripted,
wherein the protagonist is perplexed in different situations and needs the
viewers to participate and help arrive at the best solution.

Objective

While trying to
engage with the audience in an interesting, fun manner; the brand wanted to
also increase awareness of a new product launch – Berger Easy Clean Fresh.

Brief

The brief given to the digital agency, HGS Interactive, was to come up with short videos around the cricket season and build engagement/contest integration around the same.

Creative Idea

After much thought, ideation and brainwork,
the final idea was to go the unconventional route, instead of having regular
digital videos that would be published and promoted, to make it more
interactive in nature by asking the audience to step into the shoes of the protagonist
and help him make the right choice.

Challenges

With every brand
trying to make their place in the digital space with cricket-themed campaigns,
the main challenge was to gain visibility. Berger Paints decided to launch
their campaign a little after all the other brands to gain maximum momentum and
maximum views.

Execution

The campaign videos were published across Facebook, Twitter, Instagram, and YouTube. Use of Facebook in-video poll (for users to choose and see what others are voting for) and Twitter conversational video card (for making it easier for the participant to select any one of the options and tweet using the campaign #hashtag) were implemented.

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Results

• The total engagement garnered on all platforms were 8,36,166
• The total entries using #ECFreshPerspective were 2,751 entries
• The total reach garnered via Facebook posts was 1,801,128
• The total tweets using #ECFreshPerspective were 3,344
• The total impression garnered via Twitter was 22.7 Million
• The total video views garnered all social media platforms were 8,16,995

CMO
Quotes

"Our newest product Easy Clean Fresh is all about a fresh perspective and we think that comes across via the everyday struggles faced by a cricket crazy family and how they overcome them via fresh solutions" – Upasana Dash, Digital Marketing Manager, Berger Paints India

"We approach our campaign briefs from a user-centric point of view. We begin by navigating our target audience, solving their problems through the customer journey and the appropriate channels that are effective in reaching the audience. Creating this journey for Berger Paints with their new campaign for the cricket season was a result of creative solutions integrated seamlessly, with effective storytelling and creating an interest in the audience wherein they feel the itch to participate." – Sachin Karweer, Business Head, HGS Interactive