Bingo!, a brand that has successfully established itself as one of the market leaders in the snacks category. For years now, Bingo’s brand communication has been positioned in the fun and humor space.

The outbreak of the pandemic saw the Government take steps that were never heard or seen before - @Stay-at-home. For most of the population, all this was completely new and came with unprecedented challenges.

Ongoing consumer research during this period revealed that the stress levels of our audiences were at a high. And the negativity that came with it took a serious toll on the lives of people. While some people were busy cribbing about missing friends and being vacation deprived, others had all the reasons in the world to feel bogged down because they were Covid positive.

As the audience stayed at home completely, there was a significant increase in content consumption

With the research results and brand ethos in place, the missing piece in the jigsaw was identified – spread joy to the negative mindsets by creating a fun element to their daily lives. We identified that Covid Positive audience had the highest levels of negativity and being away from their families made it worse. The only way that they kept in touch with their loved ones was through video calls.

We conspired with the loved ones to add a little joy to their lives by making Ranveer Singh, a Bollywood celebrity known for his humor and positive attitude to “CRASH” into their video calls. This was done when they least expected something of this sort to happen and thus heightened the surprise. We created digital videos of all these call crashes and recorded the surprises and joyful moments and how Bingo! added a tinge of positivity to their lives.

The execution was to leverage the power of social media to spread joy far & wide.

For the initial phase, the strategy was to release the asset as a video leak through social community pages and marketing platforms. Post this, brand pages and handles were leveraged for wider reach. 40+ social communities and marketing hub handles were curated to “leak” the highly engaging video. This delivered talkability & generated social buzz.

Paid efforts on Facebook & Instagram were utilized to deliver further reach & engagement. YouTube was also leveraged to further the video views and was run on humor/comedy genre content. Making the video discoverable for all Ranveer Singh related searches yielded further legs.

With a first-of-its-kind video, the campaign saw amazing results across all platforms, the home-made asset became the right engagement tool for the “locked down” audience and added as being topical. The results also proved that this asset managed to deliver results surpassing professional asset benchmarks.

• A whopping 30 Mn. + video views delivered across the campaign period.

• The video reached 5 Mn. + unique users through Facebook & Instagram, while maintaining a high VTR of 30%.

• The asset recorded a 61% VTR on YouTube and reached 7 Mn. + users

• 25k+ users shared the video online