Engaging with the modern-day audience isn’t that easy, especially when you need to keep the excitement alive throughout a campaign and balance that with quality content. Parle Snackers objective was clear: to drive user engagement, increase brand visibility, and establish their snack products as essential companions during big occasions like IPL.
In this case study, we will discuss how Parle Products transformed a simple snacking contest into a nationwide phenomenon, capturing the hearts (and taste buds) of millions!
Parle launched the Parle Snackers League Contest with one clear goal: to make snacking an important part of the IPL season! The brand managed to achieve this by leveraging social media, influencers, and the power of user-generated content, Parle not only increased brand visibility but also created a fun and engaging experience for fans across India.
Taking the smart move, Parle divided their approach into three distinct phases to maximize the impact of this campaign.
- CAT-A Influencers: High-profile influencers brought credibility and extended reach.
- CAT-B Influencers: Helped broaden content and amplified outreach.
- User Advocacy: Empowered users to actively promote the brand, fostering deeper engagement and loyalty.
Making the most of this build up, participants were invited to create delicious match-time recipes using Parle products, upload them on Instagram, tag three friends, and mention their city. The prizes? Amazon vouchers, IPL tickets, and an iPhone 15!
Taking the multi-platform approach, the campaign went viral across Instagram, Facebook, Twitter and Snapchat with activities including Influencer collaborations, user-generated content, contests, and engagement posts.
Also, SEO optimization, targeted ad placements, and trending formats helped the campaign to gain high engagement.
To amplify the campaign and reach a broader audience, the brand shared TVCs across major TV networks during IPL that showcased participants creating innovative recipes with Parle products during the matches.
You can watch the Parle Snackers campaign videos below:
The Result:
The campaign proved to be a successful one both in terms of numbers and the impact it created. With a combined reach of over 8 million people on Facebook and Instagram, the contents generated over 1 million engagements and managed to gather 325+ organic entries from 25+ locations. Not just this, the TVCs gained more than 60k views on YouTube.
Because of this, the Instagram followers of brand’s handle grew from 103K to 116K with improved brand visibility and user participation.
Conclusion:
Overall, Parle’s Snackers League Contest has given us so many marketing lessons to create a viral campaign. By leveraging the power of influencers, social media, and TVCs, Parle turned their snacks into the must-have items of the IPL season, strengthening their place in the hearts and homes of millions.
Campaign Credits
● Client – Parle Products Private Limited
● Campaign Name – Parle Snackers League
● Senior Category Head – Krishnarao Buddha
● Assistant Brand Manager – Rahul Yadav
● Creative Agency – Please See Advertising Pvt. Ltd.
