Middle Fruit geared toward proudly owning the style of comedy by growing a stand-up present with MTV India and created curiosity by means of digital media. Right here’s how they did it.
This Case research takes a deep dive into how Middle Fruit in collaboration with MTV India leveraged branded content material campaigns and exceeded targets for each on-air and digital KPIs whereas maintaining comedy at its core.
Class Introduction
The India confectionery market was valued at INR 320.6 billion ($4.3 billion) in 2021. Middle Fruit is a number one participant within the chewing gum (confectionery) market with a loyal fan following that pulls individuals aged 18-24 years previous.
Abstract
Comedy reveals have at all times resonated effectively with the Indian viewers and garnered good viewership. Middle Fruit grabbed onto this perception and used comedy as a way to drive model affinity and metrics.
Together with organising a stand-up present, the model intetgrated itself into the reveals set clevery. They cladded the winners’ podium, judges’ desk, trophies, goodie baggage and extra with model logos and hues which acted as a promotional exercise.
Goal
Being a model that guarantees freedom from boredom, Middle Fruit has appeared for tactics to uplift the patron’s temper i.e. make everybody’s MOOD TING TONG!
And analysis threw up an thrilling nugget of knowledge – Comedy was recognized as one such driver of temper upliftment for the TG. From performing to 25 individuals in 2010, to now having a number of every day reveals and performing to crowds of some hundred on common, reside comedy has come a great distance in India, making comedians the brand new, extra accessible and related SUPERSTARS!
With that perception in place, Middle Fruit appeared to personal the style of comedy with the aim of constructing the world a happier place, with extra laughs, extra pleasure and a change to make your Temper Ting Tong.
It outlined the targets as follows:
- Enterprise Goal: Drive extra gross sales
- Advertising and marketing Goal: Enhance model visibility
- Artistic Goal: Use comedy as a way to drive model affinity and model love metrics
Goal Viewers:
Demographics: 18-24-year-olds, Male & Feminine, Residing in tier 1 cities in India viz. Delhi, Mumbai, Chennai, Kolkata, Bengaluru, Hyderabad, Ahmedabad and Pune
Psychographics: Be it research or work, this viewers set is well bored and sometimes finds themselves needing to interrupt away from monotonous and boring duties. This makes them search for one thing enjoyable (be it consumable content material or a consumable product), that will re-energize them and uplift their temper.
Artistic Technique
A Distinctive Stand-Up Comedy Actuality Collection
Middle Fruit developed a stand-up comedy actuality collection, Comedy Base Camp (CBC), in collaboration with main youth media leisure (YME) model, MTV India, that understands what makes younger India tick.
20 aspiring comedians from throughout India had been shortlisted to characteristic on the 5-part present (from entries submitted on an unique microsite), the place they competed to see who would be the way forward for humorous, giving us 5 mega winners who shall now get the as soon as in a lifetime likelihood to trek and carry out comedy on the Everest Base Camp!
MTV Comedy Base Camp
A primetime delight, the present was performed for five weeks with playouts scheduled on Friday, Monday and Thursday at 6:30, 9:30 and 5 PM respectively, making certain Middle Fruit reached out to the comedy fanatics in any respect prices and instances!
The present was hosted by Cyrus Broacha, India’s extensively liked quick-witted prankster.
5 of India’s most gifted comedians characteristic on one episode every to evaluate and mentor the up-and-coming comics and discover India’s subsequent era of Comedy superstars! The judging panel included Anu Menon, Gaurav Gera, Kumar Varun, Amit Tandon and Nishant Suri. And the shock of the season, Bhuvan Bam joined because the collection finale choose!
One comic was topped the winner in every of the 5 episodes, The High 5, who will quickly compete in a pinnacle of a grand finale on the Everest Base Camp in September 2022. The winner won’t solely take the trophy house but additionally be awarded money prizes.
In-content branding and digital amplification by way of paid, owned and earned media ensured there was fixed chatter earlier than, throughout and after the marketing campaign, maintaining model communication participating and topical.
Additionally Learn: Case Examine: How Fevicol used Instagram Reels Remix characteristic to interact customers
Execution
Part 1: CFE – On Air + Digital
Middle Fruit printed a graphic teaser to construct intrigue and invited comedians from throughout India by means of a enjoyable, self-aware CFE promo ft. Cyrus Broacha.
A microsite was created to host participant entries and different data on CBC.
Part 2: Launch
The marketing campaign kick began with the judges’ line-up reveal and a glimpse of the mega hunt, large jokes, larger expertise and all of the insanity.
Countdowns on social media took Middle Fruit’s viewers behind the scenes, introducing them to Comedy Base Camp’s contestants by way of movies that spoke about their inside keeda.
Part 3: Showtime + Sustenance
On air: Episodic Playouts from Sep 24-Oct 22, 2021 with Episodic On-Air Attain of two.37 million*
Social Media: Middle Fruit did all of it
MTV India’s social media handles had been used as one of many sources of promotions, the place weekly episodic promos had been aired. Moreover, to succeed in the viewers from each nook, the model uploaded the episodes on Fb as effectively.
To have interaction the viewers higher, the model additionally shared behind-the-scenes footage which gave the viewers an insider look whereas additionally capturing and selling particular moments for every profitable contestant.
Utilizing Instagram’s swipe-up characteristic, the model drove site visitors to their YouTube channel. Instagram Reels had been additionally used the place judges gave skilled takes on comedy and extra.
To have interaction with the viewers, the model held PJ Wars on their social media handles that urged the viewers to point out their not-so-funny facet by way of their greatest PJs.
Earned Media:
- The model scaled up attain with YME (Youth, Music, English) manufacturers beneath them Viacom 18 banner (MTV Beats, Colours Infinity TV, VH1 India, Comedy Central, Colours Cineplex)
- The Host & judges’ of the present shared posts and tales on private Instagram handles.
In-content Branding within the present ensured model visibility by way of integrations equivalent to:
The model intetgrated itself into the reveals set very clevery. They cladded the winners’ podium, judges’ desk, trophies, goodie baggage and extra with model logos and hues, integrating themselves into the present.
The set design included the model’s colors and the appear and feel of a base camp. With this, there was a particular Middle Fruit section at first of each episode, showcasing Cyrus Broacha caught in numerous hilarious and deliberately over-the-top conditions the place Middle Fruit got here to his rescue.
Digital camera angles performed an enormous function as effectively. With each response shot from the contestant’s space, Middle Fruit pack shot was captured. Frequent prosuct consumpltions from each judegs and contestants had been captures. A branded cheque was additionally set in place.
Temper Ting Tong – the campaigns tag line was utilized in in-content branding as effectively. A Temper Ting Tong meter was in place that indicated the episode’s greatest jokes. All through the episodes, the judges continuously referred to as out to Temper Ting Tong. Lastly, particular video bytes from contestants had been shared for to interact with the viewers.
Outcomes
On-Air:
- Attain – 77.6 M+ (cumulative attain, excluding episodes)
Digital:
Social Media content material items like memes, PJs and topicals spoke Middle Fruit’s thoughts in its viewers’s (s)lang, giving Middle Fruit:
- 3.7 M+ Attain
- 4 M+ Impressions
- 33.4 Ok+ Engagements
- 650.4 Ok+ Views
- Hyperlink Clicks
By posting unique behind-the-scenes content material, the model generated:
- 4.2 M+ Attain
- 5.6 M+ Impressions
- 43.8 Ok+ Engagements
- 1.5 M+ Views
- Hyperlink Clicks
The model additionally scaled up their attain by means of the choose’s, hosts and YME manufacturers (MTV Beats, Colours Infinity TV, VH1 India, Comedy Central, Colours Cineplex) official Instagram accounts by sharing tales and posts:
- 22.3 M+ Attain
- 31.2 M+ Impressions
- 102.8 Ok+ Engagements
- 6.5 M+ Views
The general digital attain:
- Impressions – 104.5 M+
- Attain – 57.4 M+ (2X of goal)
- Engagements – 250 Ok+
- Views – 13.5 M+
Whole Attain in 5 Weeks: 135 M+
Market Impression
The marketing campaign achieved all 3 targets (enterprise, advertising and marketing & inventive) leading to:
- +4% improve in gross sales
- +2% improve in Model Imagery
It introduced customers and the model nearer by offering an interesting expertise on air and on digital, aiding model recognition and positively impacting model development and growth.
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