How Gozoop built digital buzz for the launch of Star Plus Prisoners Of War

Case study by Gozoop for the launch Star Plus P.O.W in an innovative way across all digital media platforms. submitted under the category: 'Best Use of Social Network' for LI Digital Awards 2017

Star Plus POW

The Client

Star Plus, flagship channel Star network, is one of the top most Hindi general entertainment channel of the country. Being the pioneer in storytelling it has not only entertained and inspired the nation with shows like Kyonki Saas bhi kabhi bahu thi, Pratigya, Mahabharat, Diya aur Baati Hum, Siya Ke Ram etc, it has also moved the nation with shows like Aap ki kachehri, Satyamev Jayate and Aaj Ki Raat Hai Zindagi. With the core belief & a strong philosophy of Nayi Soch the channels looks at celebrating relationships with women at its core, with a fresh and progressive take. The core thought that the channel stands for is “Star Plus believes in the limitless power of women.”

The Agency

Gozoop is India’s largest independent digital media agency. A sincere team of 150+ intrapreneurs located in India, Dubai and the USA. A 5 year old start-up energy with an innate love for experiments and trying something different is apparent in all the successful campaigns that we have executed for brands such as Mumbai Indians, Dell, Flipkart, Ferrari, Asian Paints, Mad Over Donuts, Kolkata Knight Riders, Hypercity, Star network and Viacom. We cater to innovative service offerings for brands with high audience engagement and loyalty.

Problem Statement

Star Plus had been portraying women empowerment in a conventional manner through shows which shed light on the different avenues, by way of which a women can grow in an environment bound by age old customs & traditions.

With P.O.W. – Bandi Yuddh Ke, it was time for Star Plus to show women progressing in life & being independent due to the tough circumstances life throws at them. We had to bring out the arduous journey of the P.O.W. families, especially the wives of the captured soldiers. Hence we were posed with a challenge to showcase the heart-wrenching emotions of struggle, progress & woman empowerment taking place in an unconventional environment & situations which the audience had never before come across.

Identified Objectives

To launch Prisoners Of War in an innovative and unforgettable way across all digital media platforms. Create a buzz and chatter on different social media platforms. Create user engaging content and leverage the celebrity klout in the most optimum manner.

The Strategy/Execution

Pre-Launch:

We leveraged the presence of Nikkhil Advani to kick start conversations on digital with intrigue content. We leveraged the presence of the artists on social to build a buzz. On the day of the trailer launch the entire film fraternity shared their positive reactions on social, thus giving us a wider outreach.

To build up to the launch of the show we promoted content through character Gifs which subtly brought out the pain & dilemma of each character, native Facebook features like the carousels and slideshows were used as a storytelling tool to bring out the emotions & struggle of each character over the years.

Launch:

We exclusively tied up with Facebook to create intrigue building short videos which gave a sneak-peak into the high-octane torture scenes of the male characters & the thought-provoking sorrowful scenes of the wives. These videos were optimized specifically to enhance the outreach to a wider mobile 2G – 3G audience of the tier 2 and 3 cities.

Optimization of Facebook Live was used in the most innovative way to achieve maximum engagement two days prior to launch. The launch of P.O.W was extensively tied up with the refresh campaign of tying back to Nayi Soch.

Sustenance:

We played up on the many suspenseful scenes from the show by way of immersive slideshows & carousels which left the audience with a question mark as to what is going to happen next. Hence the properties of slideshows & carousels acted as hook points.

Interesting web exclusive content about character making were promoted across digital media which served as an insight to the audience to candidly know the actors.

Results

  • During the trailer launch we trended No 1 in India with a total of 218k impressions.
  • The trailer crossed a 2 million views in one day, one of the highest for a GEC shows.
  • The exclusive tie for Facebook activity garnered a whopping number of 8.7 million views on Facebook.
  • On the day of the launch we again trended on no 1 position in India, capturing a total mentions with 4,613.

Observations

  • To further leverage more celebrities for keeping the users engaged.
  • Promotions of video posts and storytelling worked well in favour of P.O.W than static posts, proving how the audience wanted to consumer short videos on digital that just posts.

Here’s the case study video: