YouthBeat, the pioneering youth marketing wing of SW Network, has secured the youth marketing mandate of Pizza Hut’s Melts after a rigorous multi-agency pitch. The account will be managed by SW Network’s Delhi office.
As part of the same, YouthBeat will be responsible for crafting engaging content for Pizza Hut Melts and maximizing its reach on campuses and beyond by focusing its creative youth marketing efforts on GenZs especially.
In addition, the youth marketing wing of SW Networks will also spearhead an effective student ambassador program with 500 students across 8 cities to engage with GenZ and young audiences as part of promoting Pizza Hut’s new ‘Melts’ range.
To channel its youth community’s competitive spirit, YouthBeat will also introduce weekly tasks and challenges within the student ambassador program. These include increasing trials and expanding reach with all the progress being tracked on a dedicated microsite along with a leaderboard as top performers will be given the chance to win rewards like MacBook, Air, iPhone, iPads and Jordans amongst other exciting prizes to ensure high engagement and enthusiasm among GenZ.
Commenting on the mandate win, Raghav Bagai, Co-Founder, Sociowash, said, “Partnering up a big player in the F&B space such as Pizza Hut is very thrilling for us. We, at YouthBeat, will be devising Pizza Hut’s very own student ambassador program called The Melts Squad, consisting of ambassadors across many Indian cities. We are already looking at more possible tools to optimize this ambassador program, leveraging our expertise in understanding the GenZ preferences and mindset, to enhance awareness and engagement around the new range.”
“The Melts range comes with a tagline of ‘No interruptions. Only Satisfaction’- and we want to rightly put across how crispy, cheesy, and loaded the range is, solidifying the sentiment that nothing in the world needs to pause while you binge on your own ‘Melts’,” he added.
To this, Aanandita Datta, Chief Marketing Officer, Pizza Hut India, added, “Gen Z is an important demographic for us, and we are looking at many innovative ways to engage with them. Partnering with SW Network to launch the Melts Squad program is a significant step in that direction. Melts has already taken Gen Z by storm, and we are excited to take it up a notch with this partnership.”
