The Family Man, an Amazon Prime Original is a spy thriller drama series revolving around Srikant Tiwari, a middle-class guy who is also a world class spy! At the end of Season 1, the audience was left with a cliffhanger regarding Srikant’s job which was answered in the trailer to Season 2. They got a glimpse of his new corporate job and career change! This sparked a lot of chatter amongst the fandom which we decided to leverage in a clever way with a Linkedin first activation that would be relatable, grab eye-balls and make for snackable content! And just like that, we devised #TheFamilyManJobHunt to give viewers a behind-the-scenes look at how this transition could have occurred while they waited for the show to air.
During the pandemic, the entire nation was going on a virtual job hunt and since our protagonist had switched jobs, we decided to showcase it in a relatable way and have topical relevance!
Challenge & Objectives:
Although “The Family Man” had widespread popularity, there was an almost two-year gap between the airing of the show’s two seasons. Due to this long wait for the second installment, there were a significant number of fans who didn’t engage with the show when the second season was announced in 2021. The major challenge of this campaign was to revive the fandom of these fans and keep them engaged as innovatively as possible till the launch day. Hence, the objective of the campaign was to engage the fans in a unique and relatable manner in a bid to increase the social conversations around the show just in time for the launch of the second season.
We literally broke the fourth wall in advertising…did something unexpected, and that was never done before! We got industry leaders and entrepreneurs of four distinguished companies: Ankur Warikoo (Nearbuy), Kabeer Biswas (Dunzo), Ritesh Agarwal (OYO) and Manu Kumar Jain (Xiaomi) to interview our protagonist- Srikant Tiwari. What followed was a series of snackable virtual interviews with these much-admired business leaders that created quite a stir on the internet, resulting in a massive hype just a day before the Season 2 release.
Strategy & Execution:
-We kick-started the activity by tweeting (via PV handle) that “Family Man” is on the lookout for a corporate job.
-This triggered fun conversations among fans, celebrities, brands, and social media influencers, who replied to the tweets with bizarre job recommendations.
– We then gave them a series of four snackable Zoom interviews with social media-savvy entrepreneurs and CEOs of well-known companies-Ankur Warikoo (Nearbuy), Kabeer Biswas (Dunzo), Ritesh Agarwal (OYO) and Manu Kumar Jain (Xiaomi) who joined the conversations and offered a job interview to Srikant.
Impact OR Results:
As a result, we received 7.4M+ views & 142K+ engagement. Additionally, 114+ articles got published across multiple news sites like Business Insider, ET Brand Equity, The Quint, etc appreciating this activity