Valentine’s Day is a special occasion to celebrate love and a perfect opportunity for brands to engage their target audience with interactive content. Kellogg’s cereal brand ‘Chocos Fills’ has once again impressed us with its advertising skills taking the unconventional way to engage the audience with its latest campaign on Valentine’s Day.
The campaign had a TV commercial and a digital campaign called the ‘#PhotoBombWithFills’ challenge which is mainly youth-oriented.
The campaign went viral on Instagram, Facebook and Twitter platforms and asked online users to share their ‘Photobomb’ moments and get a chance to grab an iPhone X.
Partnering with Influencers
Influencer Marketing is a great way to reach the audience, especially when you are targeting young people. The best thing about Influencer Marketing is people connect with online influencers more than the celebrities who don’t relate to the life of common people.
Kellog’s associated with comedian José Covaco and influencers from ‘TikTok’ and ‘Instagram’ who posted photos, GIFS and videos of couples with their awkward poses and postures urging people to do the same.
Photobombing perfect photo moments of couples is something a lot of teens love doing and the followers of these online celebrities took this as an opportunity to show their creativity and shared some unique and hilarious ways of photobombing cute and perfect poses. Not only couples, but photobombing is also a great way to communicate the brand’s message to singles who love to prank their couple friends around Valentine’s Day. Campaigns like this help brands to create an impact on the audience.
Jose Covaco
https://www.instagram.com/p/BtvXirvBT18/
Avneet Kaur
Arsh
Using Meme Marketing
We all know that Meme marketing is emerging as a great option for brands who are looking to engage with the modern-age audience. So, to expand the reach of this campaign, Kellogg’s Chocos Fills partnered with the most popular meme platforms in the country like RVCJ Media and received a wonderful response. The campaign had multiple memes shared on Facebook, Instagram, and Twitter.
Following the Gully Boy trend
While the whole country is rapping its heart out on Gully Boy’s hip-hop style, Kellogg’s didn’t miss out the chance to latch onto it in it’s own creative way. The campaign used the popular ‘Mar Jayega Tu’ dialogue to engage the maximum audience for participating in the contest.
The Numbers That Matter
To get an idea of how well this campaign performed in terms of numbers, the posts got an online reach of over 7 million with over 1 million engagements(comments, likes). These numbers are quite impressive looking at the Reach/Engagement ratio. Also, the videos featuring Influencers managed to gather over 3 million views in total.
Slowly but eventually, Indian brands are getting to know the importance of Influencer Marketing and Meme Marketing. After seeing the recent results from this campaign, we can confidently say that this strategy is here to stay.
