Cricket and Life both need the safest pair of hands. Lupisafe x CSK was a partnership to create awareness about our products alongside ensuring the safety of the team and fans. We bowled content like a left-hand unorthodox bowls to a right hand batsman with a mix of cricket puns, safety guidelines and informational posts.
Challenge/ Problem Statement:
Being a new brand in the personal care and hygiene category, the challenge was to be noticed, build trust and gain loyalty.
Keeping #BeSafeWithLupisafe as the crux of our campaign, we celebrated the spirit of cricket and safety with our smart yet unusual posts, DVC and contextual media ads. Making sure that while CSK roared on field, we roared for safety off field.
Strategy & Execution
- We kickstarted the campaign with the partnership announcement
- Followed by that, we sent out a press release officially confirming our brand partnership
- On our social media, we roared up the support for CSK with the help of match posts and cricketing puns, centered around safety and hygiene
- Our google display campaign netted us impressions of 7.7Mn (208% higher than estimated)
- During lockdown, we recorded and released a DVC for the campaign
- We did a GDN campaign and partnered up with third party sites to run CTW ads
Phase 1 :
ANNOUNCEMENT: LUPISAFE X CSK + FIRST MATCH
Lupisafe X CSK partnership announcement and Build up to the first Match
BRAND CONVERSATION + BUZZ AROUND THE MATCHES
Conversation around CSK Matches and its Highlights and Lupisafe Products’ Core Values
Impact OR Results
We gained 600 Followers on Instagram & 17K + Page likes on Facebook
Our video view campaigns garnered good amount of reach i.e 3Mn & ~4Mn Impressions at lowest CPM of ₹13 and also received 980K post engagements in total