Branded Content on Television and Radio has been around for a over a Decade in India. There are however very few examples of Branded Content that have gone on to get Commerical Success and Popularity, like Dewarists and Coke Studio India.

It is however finding a much bigger space for itself on the Internet in Indian Markets. This space is restricted to Brands experimenting with videos on their YouTube Channels. These are mostly developed with High Production Qualities and are limited to 3-4 Videos around a Brand Campaign.

There are very few players who ventured into creating an entire Content Experiential Campaign around Content purely on Digital. Those that did had not so far managed to taste success. Even less in India, believe in the quality of User / Participant Generated Content.

When we set out to execute Teen Till I Die we had no precedent and no reason to suggest that our exercise would be successful

We relied on shareability of the Content and Social Discovery to draw audiences to the Content of teen till I die. We mapped the Consumer journey from a single video backwards to the Campaign and more Content of TTID.

10 Million fans on Sprite’s Facebook Page was the starting point. We created interesting posts around the Video Entries with Links. Fans shared the posts / videos they liked to their own timelines and spread the Content for us.

We put paid media behind these posts using Facebook Sponsored Stories to Micro-Target 15 – 25 in Sprite’s Key Markets who had interest in Music, Dance and Movies.

You Tube sponsored Videos was the other tool that we used.

Each video carried the link of the Website and drove an organic 100,000 unique Viewers to the Website where all the videos were showcased with individual share buttons.

Can give the better.

The KPIS we had set for ourselves were Conversations, Reach and Views.

So how did it go?

From the start Teens reacted positively to the Call For Entry Video which received over 130,000 views and 4,000 Facebook shares in under 48 hours.??

In just 20 Days we received 310 Entries which is the highest ever in a Digital Campaign in India. In that sense the campaign was truly Co-Owned and Co-Created by Sprite’s TG.

The Content received 5.2 million video views, created 834,000 Fan Conversations and reached 25.1 million of Sprite’s TG on Facebook. That's a whopping 53% reach of all 15-24 year-olds on Facebook in India, and 50% of Sprite monthly drinkers.? All of this in 60 Days.

On You Tube, the popular videos appeared on Page 1 Search Results for the Original Song thus driving Sprite’s visibility.

At the time the competition was also running campaigns on Twitter and Facebook with Celebrities. Despite this we have a 200% higher share of Conversation on Twitter.

Not only did we deliver engagement, views and conversations. More importantly these Conversations were extremely positive. Our Social listening suggests that during the 60 Days the Campaign spiked Sprite’s