Categories Name : Channel/Media Strategy

Sub-Category : Cross Media Integration

Entry Name (Campaign) : Skipper for Life

Results

Campaign Result - 1.The campaign successfully reached an impressive 8.2 million users, generating a remarkable ~54 million video views. 2.The engagement on Facebook skyrocketed, showing a threefold increase compared to benchmark, resulting in 2.4 thousand conversations on the platform. 3.The campaign's impact on YouTube was outstanding, with a relative ad recall lift of 26.8%, surpassing the category benchmark by an impressive 73% The three stages of the campaign drove instant awareness for the campaign ensuring that it entered the top in the category with a 31% total awareness. It overtook the likes of Finolex, a legacy brand whose total awareness stood at 22%. Moreover, remarkably TOM increased 2-3x across major markets and cohorts. Across the consumer segment, Skipper now had the highest TOM/TA conversion of 25% Due to clutter breaking approach, Skipper Pipes as was the second most recalled ad in the category at 28% after Supreme Pipes. In Guwahati, it took first position in terms of unaided ad recall. Moreover, due to our Dhoni led approach, over 60% stated that Dhoni and Skipper are “Skipper for life” and that they both stand for “reliability”. 76% were now likely to consider purchasing/recommending Skipper pipes, a remarkable 87% TA/Consideration conversion. (c) Market Impact Due to the disruptive media launch, it was observed that across consumers and influencers, Skipper picked up as a highly reliable brand. The effects of the campaign were clearly visible on sales as 2023 Q1 growth was a remarkable 21% in North East and 34% in Assam.