Taking the Blackberrys Sharp Nights Jam Up to the right audience, the right way!

To launch a nation-wide digital campaign promoting a live fashion event and getting the urban Indian male audience between 20-29 to talk about it and participate.

Business Challenge

We created a unique contest in which to access the instructions to the second stage, the participants had to crack the password to a PDF document. Clues to the password were announced on the Blackberrys Facebook page, creating curiosity and conversation.

Our solution

Reaching out to a relevant audience

Targeted Facebook ads and YouTube ads were used to reach out only to people most relevant to the brand.

Promotion by Publishing Platform GQ India

GQ India promoted awareness of the event tagging the celebrities who were part of the event, while also using the hashtag #GoSharp, ensuring visibility amongst an audience that was most appropriate for the brand.

Prominent blogger MissMalini’s event coverage

Prominent blogger Ms.Malini posted multiple blogs about the event, organically spreading awareness about the event and contest to an appropriate audience.

Celebrity participationCelebrities and guests tweeted about the event and the contest which helped generate buzz.

In a unique activity, audio recordings of the main celebrities were shared on all the social platforms as a teaser to keep the fans interested.

Twitter Engagement

The team at Brandlogist not only tailored the tweets to the brand identity but also via intelligent tracking, initiated conversations with influencers and got them talking about the brand.

Results

240+ Conversations

900+ mentions of #GoSharp

+77,000 Fans +240 Followers