Categories Name : Marketing Strategy

Sub-Category : Best Use of Mobile – Property

Entry Name (Campaign) : boAt x Amazon miniTV PLAYGROUND partnership for building affinity with gamers

Results

• Playground S2 which was aired during from 11 Jan-26Feb’23 witnessed 5MM unique streamers and 100K+ social media mentions with boAt’s logo presence in all major promotions across print, radio, Instagram and online digital apart from Amazon.in. • boAt’s integrated video Ads campaign drove 18.3MM impressions, a massive unique reach of 5.4MM with a 10% higher CTR vs category benchmarks and a VCR of 85% (better than brand benchmarks). • The objective of this campaign as to drive increase in affinity of Gamers with boat, this was measured through a Brand Lift study in partnership with Nielsen. The results showed superlative ‘top quintile’ impact across mind measures:- o 85% Ad-recall o 18% Awareness lift o 88% of the respondents among those who recalled seeing the Ad associated the Key message “Do What Floats Your ----” with boat Immortal o 23% uplift in Purchase Intent for boAt Immortal • Retail impact seen on amazon.in for boAt in the highly competitive Headphones category(Jan-Feb avg Vs March’23) o 7% increase in branded searches o 1.1% increase in consideration share(share of detail page views) o 5.1% Increase in Sales revenue with a 2.1% increase in new-customer acquisition rate This campaign presents a best practice around innovative leverage of Content marketing using an OTT channel to strengthen affinity with target audiences for the brand. Key innovation angles involved are :- 1. Study of TG behavior and content affinity data for planning: Leverage of an OTT channel (Amazon miniTV) with a high-overlap with brand TG(parent platform amazon being a crucial touchpoint in purchase journey) [analysis through GWI India data] 2. Association of brand with quality content (India’s first reality gaming series: Playgrounds S2) and relevance of the gaming theme for the TG 3. 360-degree media usage: Sponsorship benefits in form of coverage in cross-media show promo campaigns, custom in-show integrations and in-stream advertising. 4. Building innovative in-show native marketing touchpoints: Themed slots (Do What Floats Your boAt , Paas aao na ), product placements and anchor mentions along with aston band banners 5. Shoppable in-stream video ads to drive consideration 6. Multipronged approach for measurement: Cross—media reach of promotional campaign, Effectiveness of in-stream video ads, Measurement of Brand Lift and Retail impact (seen on amazon.in)