Utilizing the complete potential of influencers and virality of dance steps, Too Yumm! initiated a UGC marketing campaign garnering 3K+ entries for the distinctive problem.
Too Yumm! created an influencer-led marketing campaign to have interaction with the target market and create buzz across the model. Right here’s a Case Examine detailing each facet of this UGC.
Class Introduction
The Indian snacks market dimension reached INR 38,603 Crore in 2022 and is predicted to succeed in INR 70,731 Crore by 2028. With the snack business within the nation rising at a fast velocity, the competitors out there has grown as nicely. With well being considerations on the coronary heart of each client’s concern, the expansion of wholesome snacking has seen an increase too.
Model Introduction
Too Yumm! is a snack model that provides varied scrumptious and flavorful snacks, with preserving well being on the core of the model’s values. Their snacks are recognized for his or her distinctive style and masaledaar flavour, making them a favorite amongst snack fanatics. With a deal with style and well being, Too Yumm! has develop into a go-to snack model for many who wish to fulfill their style buds with out feeling responsible about their snack decisions.
Goal
The target of the Too Yumm! influencer marketing campaign was to have interaction with the target market and create buzz across the model. To attain this, the marketing campaign leveraged social media influencers, standard music, and the model’s core message of turning mundane conditions into thrilling ones. The marketing campaign aimed to create a viral problem on social media and achieve traction throughout varied platforms.
By making a viral problem, the model aimed to attain most attain, generate user-generated content material, and create a robust model recall among the many viewers.
Transient
Too Yumm!, a model that provides tasty and masaledaar snacking choices, sought to extend engagement with its target market through the use of Saregama’s huge music library and with that, Too Yumm! aimed to create a novel model expertise for its clients.
Inventive Thought
The marketing campaign was based mostly on the concept Too Yumm! Karare snacks can add a masaledaar twist to any scenario, making it extra enjoyable and thrilling. The marketing campaign leveraged the in depth music library of Saregama and the recognition of Virat Kohli to create a dance problem that inspired the viewers to showcase how biting right into a Karare snack can immediately uplift their temper and make any scenario extra enjoyable.
To amplify the problem, the model created a particular Karare Beats Filter that featured 4 peppy songs. The viewers was given a selection to pick out one music and create a video of themselves altering a secular scenario by merely biting into the masaledaar style of Too Yumm! Karare. The 4 songs have been remixed with Too Yumm!’s standard monitor “Karara Hogaya” to additional present the transformation from boring to enjoyable.
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Execution
The UGC marketing campaign was kickstarted by Virat Kholi, who challenged the viewers to match his ‘Karare Strikes’ utilizing the remixed beats made by the model for the problem. To realize most attraction and engagement, the problem would additionally make sure the winner an unique signed bat by Virat himself.
The model additionally used a short-form video app, Josh, to additional their attain with this UGC marketing campaign. To create buzz and appeal to the viewers, the model roped in creators like Sana Sultan, Bhavin Bhanushali, Noorin Sha, and Noor Afshan to create their very own movies and encourage their followers to take part within the problem.
Celebrities like Rithvik Dhanjani and Punit Punjabi collaborated with the model as nicely, to unfold the phrase on Instagram.
The model used the rising pattern of viral audio on social media platforms and tried to have interaction with the viewers and appeal to new customers in direction of the model.
Outcomes
The model obtained over 3K+ entries for the dance problem on varied social media platforms. The marketing campaign was an enormous success, garnering over 307Million+ views with a 28 million plus attain and 22.6 million engagements throughout platforms which helped create model consciousness and attain. The marketing campaign was profitable in reaching its goals and helped the model in gaining a robust foothold within the snack market.
The model additionally obtained quite a lot of user-generated content material, which helped in creating model consciousness and attain. The marketing campaign efficiently achieved its goals and helped the model achieve a robust foothold within the snack market.
Commenting on the marketing campaign, Yogesh Tewari, Vice President, Advertising and marketing, RPSG Group mentioned, “We’ve all the time believed in reaching out to our customers in essentially the most distinctive & modern methods doable and what may have been a greater time to leverage the ever-growing love of our goal audiences for music and dance. We purpose at establishing Too Yumm! Karare as a temper transformer owing to its masaaledar style and refreshing crunch. The Too Yumm! Karare Beats problem was kick-started by our model ambassador Virat Kohli and has so far reached roughly 28 million audiences and has obtained an amazing response from throughout. Our intent with Too Yumm! is to all the time add masala to the on a regular basis monotony.”
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