Categories Name : Enabling Technologies

Sub-Category : Most Effective Tech Platform

Entry Name (Campaign) : Chupa Chups Halloween Campaign 2022

Results

The campaign received unprecedented levels of success. Over 180 brands in India, including the likes of Lotte, Hersheys, and Pulse, attempted to take advantage of the occasion to drive brand presence. With a 44% sphere of influence (SOI), Chupa Chups was by far the most engaging and talked-about brand campaign in the months of September 2022 to November 2022. More specifically, the following metrics were recorded: • Spontaneous awareness for Chupa Chups increased from 46 to 48, showing that the TG successfully associated Halloween with Chupa Chups • Chupa’s past 4 weeks (P4W) usage increased from 30 to 32, and the past 1 week’s (P1W) usage increased from 15 to 17 • Consideration of the Top 2 box increased from 7 to 10 • An increase in market share from 18.4% to 18.9% • An increase in sales of Chupa Chups Halloween packs by +33% vs initial target of +20% • Key imagery attributes saw an increase of +150 bps over same period last year (fun & innovative brand) • The AI Costume Hack tool received over 52,000 looks with users spending an average of 40 seconds on it at a time. The influencer • activation as part of Phase 1 achieved a milestone of 1.3M views, and Chupa Chups gained 260k+ fan interactions and over 2.8M views in the span of just 15 days. • The campaign as a whole led to Chupa Chup’s brand engagement to skyrocket and get over 50x the mentions as previously recorded, and • The score on the brand passion index went from ‘like’ to ‘love’.