One of the most important metrics that determine the success of a marketing campaign is the reach of the campaign. In simple words, it’s the number of potential customers who see your campaign. Off late, influencer marketing has been a popular way employed by brands to amplify reach.
PlayerzPot, the fantasy gaming platform, took to Moj, the short video sharing app that has become a major destination for reaching audiences for its ‘Khela Kya?’ campaign. In an age where individuals want to consume quick and snackable content, Moj turned out to be just the right platform to promote the brand’s new campaign.
The campaign was kicked off with the ‘Khela Kya Rap’ – a catchy tune penned by artist Kaam Bhaari. Along with the rapper, the music video also featured brand ambassadors Bhuvneshwar Kumar and Smriti Mandhana in a way audiences had never seen before.
Next, the brand announced a contest for fans where they could upload videos and stand a chance to win exciting prizes. A hashtag challenge was started on Moj along with a branded lens. The lens had 5 cricket shots which creators had to replicate. The ones who scored the maximum number of runs won.
Influencers were brought onboard, who provided an even bigger fan base for PlayerzPot and created a trend that appealed to young users. The campaign was led by 50 influencers across different languages such as Hindi, Bengali, Gujarati, Kannada, Tamil, Marathi and Punjabi.
The likes of Awez Darbar, Nagma Mirajkar, Nita Shilimkar, Jannat Zubair, and in-house influencers such as Vishnu Priya, Arishfa Khan, Pankaj Joshi, Surbhi Rathod, all promoted the challenge in their own unique and quirky ways.
At the end of the campaign, PlayerzPot received over 300,000 pieces of user generated content, and witnessed over 2.3 million shares externally. Since the campaign launched during the IPL, it generated a huge buzz among cricket fans especially.
Thanks to creators on Moj, PlayerzPot successfully reached out to a large audience and was able to promote its campaign to the right target group.
Speaking about the challenge, Ajit Varghese, COO of ShareChat & Moj said, “We are committed to our vision of empowering creators and brands with campaigns that can help in the growth of their businesses. This collaboration with PlayerzPot fulfilled the purpose of our vision by delivering 1bn+ video views, triggered by 50+ influencers to fuel up 300K+ UGCs which was bang-on for the brand to entice the desired association and connection with cricket during IPL.”
Elaborating on the association with Moj and response around the campaign, Sunil Yadav, CEO of PlayerzPot said, “We know the kind of love a sport like a cricket garner in India. Our IPL campaign celebrated that sentiment and emotion. We are thankful for all the support and response. The campaign was a success, and we were able to reach almost 3x new users through MOJ. All these testify that we are on the right path and have been able to understand the huge appetite and craze for cricket and the game-related engagement among the millennials and GenZ population, irrespective of genders and geography. Our influencers also deserve praise for their interesting, amusing, and insightful contributions. We are happy to have partnered with Moj, who knows the pulse of the audience and is equipped with the ways to reach out to them.”