The candy brand from Perfetti Van Melle India, Alpenliebe has just concluded its flagship campaign #CreateWithAlpenliebe in partnership with Wavemaker India and Momspresso’s My Money, a leading micro-influencer platform. Alpenliebe wanted to strategically own the DIY Space and bring families closer together through this campaign. This flagship property has been conceptualised and crafted by Wavemaker India for Perfetti Van Melle in partnership with Mompresso’ My Money.
To amplify this campaign, they associated with country’s leading DIY artist – ROB with a huge fan following amongst kids. Structured in 3 phases, Rob created 3 uniquely creative themed DIY videos: Candy Cane, Secret Box Card & a Pop Up Card to engage with kids & parents in the comfort of their homes.
A surround campaign was built with over 64 influencers, 6 art experts, 200 mom bloggers creating their own DIY version & adding visibility to the contest. Leading celebrity Influencers such as Sameera Reddy & Teejay Sidhu were also part of the amplification.
100 winners won a gift hamper from the brand, but the biggest gratification for the top 30 winners was a chance to attend a live masterclass session with Rob – a first for him too. This unparalleled session offered a delightful experience for the winners. For the first time ever, Rob delivered a 20 min masterclass session which also included a quick DIY creation with some interesting tips.
Other than social media channels, the content was also hosted on the microsite which drove exceptional click-to-visit ratio on the site. The campaign surpassed in terms of performance.
They targeted parents of early school goers, pre-teens and teens on Facebook and Instagram wherein they delivered 100Mn brand exposures reaching out to 30 Mn unique users. The intent of the users was captured through clicks which were ~ 3.5 Mn and a CTR of 3.75% was delivered as opposed to the platform benchmark of 0.5%. 7.2Mn Completed video views were also garnered at a VTR of 7.72% as opposed to the platform benchmark of 1.5%. A total of 40K post engagement in terms of Shares, Likes and Comment and an overall engagement rate of 32% .
0.4 Mn users came to the website to interact with the content and participate in the contest which delivered an average session duration of ~ 120 Seconds and ~ 1200+ Entries on the website . Over and above they received 200+ entries across social handles of Momspresso .”