Connecting with the regional audience:
Ideating around reality television:
The prime objective was to create brand awareness and taking the brand to a new high by extracting huge engagement. Hence, the campaign strategy was planned and implemented in order to garner huge engagement from the core target audience. From the cover photo to the weekly contest running upto the grand winners, the audience temperament was kept in mind.
Target Audience: The core target audience of the brand falls under the age bracket of 18-40, hailing mainly from Bengal and North-eastern states of India.
As the main theme of Bigg Boss revolves around weekly elimination of one contestant, the strategy was planned accordingly:
- Weekly contest on the Facebook page where audience was asked to correctly guess the elimination and win gift vouchers.
- 1 million users reached
- 1,34,835 people engaged
- Engagement Rate: 16.77%