#RemainUnshock – Centershock

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#RemainUnshock – Centershock

CENTERSHOCK

Perfetti Van Melle India has relaunched Center Shock in the Indian market as a limited edition in April 2017. Center Shock was initially launched in 2002, and created excitement in the gums category with a sour flour and ‘shocking’ consumption experience. The brand created its own set of followers with a differentiated taste profile and entertaining advertising.

OUR ROLE
  • SCRIPTING
  • VIDEO PRODUCTION
  • SOCIAL MARKETING
DELIVERABLES
  • BRANDED CONTENT
  • SOCIAL CONTENT

Objective

The Objective was to drive awareness and trials around the limited edition.

The clear brief given to us was to touch base with two type of target audience

1. Who have experienced Centershock in the past and crave for it and

2. The new millennials who have only heard about it and have never experienced Centershock.

CHALLENGES
  • Drive Awareness
  • Drive Affinity
  • Drive Trials
OUR STRATEGY
  • Use Media
  • Influencers
  • A Social Challenge

Solution

To create awareness and buzz around the re-launch of Center Shock we did two campaigns – #CenetrShockIsBack and #RemainUnshocked Challenge e

#CenetrShockIsBack – We took live the popular Center Shock TVC on Social Media to create nostalgia. It was promoted on FB and seeded on twitter using influencers. To capitalize on the attention we received through campaign we served some nostalgic posts on our social media to keep audience glued with the brand.

#RemainUnshocked Challenge – We challenged Tanmay Bhat, Abhish Mathew and Sahil Shah to eat 2 Center Shocks and maintain their Poker Face. After they loose the challenge they will have to challenge their fans to do the same.

We also created a video collage of the reactions we got through challenge and shared it on social media.

PLATFORM
  • FACEBOOK
  • TWITTER
MARKETING
  • VIDEO
  • CHALLENGE
  • INFLUENCERS

Results

The only FMCG brand to get such high organic fan base

Both our campaigns trended on twitter. We went from 125 fans to 28k+ fans on facebook in just 2 months time all organic. For #RemainUnshocked Challenge we got over 1Crore 30 lakh impressions on twitter.

13 MNIMPRESSIONS
  • ON TWITTER
28K ORGANIC
  • FANS

Infor

  • Client:Bearsthemes
  • Date:May 14, 2017
  • Tags:photography, agency, creative
  • Project Type:Multipurpose Template

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