Kashmir’s Cricket World Cup Campaign Goes Viral in Pakistan
As the ICC World Cup 2015 began, the cricket fanatics in Pakistan geared up for the grandest game of all and to cash the event, Kashmir Banaspati and Cooking Oil, the FMCG’s leading brand launched its digital marketing Cricket campaign titled #YehiHaiJeenayKaMaaza on leading Pakistani web portals and social media giant website, Facebook.com.
Kashmir’s World Cup campaign also included exclusive photo-shoot which featured young aspiring models who won through the #NextBrandModel competition on the brand’s Facebook page, held earlier in November 2014.This digital campaign was shot at seven different exquisite locations by Khawar Riaz’s most talented photographer, Azeemi and art director, Asad Chaudhry. The photo-shoot captured the passion, Jazba and Junoon of the cricket fanatics in Pakistan.
Apart from the photo shoot, the Kashmir Banaspati and Cooking Oil World Cup campaign kicked off by counting down the days of the first World Cup Match through their daily teasers that introduced Kashmir’s young cricket ambassadors with a compelling caption that endorses Pakistan’s passion for cricket. The campaign included numerous engagement activities on the official Facebook page that offered consumers a chance to win the latest Galaxy Note 4 and other exciting prizes on daily basis.
An activity named WCTrivia that asked questions cricket related question to users and provided them a chance to win prizes every day. Another activity was Kashmir’s Audience Poll that made connections with users through their love for cricket and asked questions related to their food choices and daily routine throughout the match. There were few other excited activities which actively involved Facebook users on Kashmir’s page.
As the ‘broadcast media’ remained robust, Kashmir has evolved its marketing strategy and have re-positioned itself towards social media to engage personally with consumers, provided interactive content and experiences to fuel the consumer’s feeds. With the incredibly popular selfie craze; capturing a ‘moment of me’.
Keeping in mind that Facebook is the most used website in Pakistan with having more than 18 million users, the campaign had the power which can influence brand-users relationship.
The digital marketing agency behind Kashmir’s #YehiHaiJeenayKaMaaza campaign was Strategic Alliancez.