Pan Bahar

Pan Bahar – Social Media

Context:
Brand with a loyal base faces the challenge to create reach and saliency with young demographic of India

Insights:

  • Social Media is the most effective media to reach the young consumers and register the rich brand saliency.
  • Brand was simultaneously launching heavy TV Media with Saif Ali Khan as brand ambassador in and around Cricket World Cup Telecast

Optimized Plan:

  • Facebook plan optimized during Cricket World Cup to target male 18-30 demographic browsing for sports content
  • Stamp posts and video posts used to create targeted reach and exclusive quotient amongst TG

Results:

  • CTR of 10.3% (2X of benchmark) and engagement rate of 8% (4X of benchmark)
  • Delivered 2X of committed pages likes and average post likes