Our Best Innovative & Creative Work
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Hot N Spicy’s
Dip Series Campaign
The Ask
Hot n Spicy (HnS), a pioneer in roll paratha and market leader, faced a challenge of stagnant sales due to customers developing negative sentiments about the charging of dips. In response, we convinced the management to address this issue by offering free dips
Key Objectives
1.Raise awareness among customers about the complimentary dip offering.
2.Increase engagement on social media with the free dip campaign.
Insight and Challenges
- Customers were used to complimentary dips with every other meal.
- Hot n Spicy’s introduction of pricing for the dips faced negative reception.
- We successfully convinced HnS management to revert to offering complimentary dips
Strategy
- We implemented a content-based strategy comprised of reels featuring humor inspired by street crime and movie dialogues to enhance the campaign’s impact.
- The campaign focused on utilizing humor based content to engage the audience, effectively conveying the message of the free dip.
Execution
We implemented a social media campaign on Instagram and Facebook to address this challenge, the campaign featured a series of funny and relatable reels to engage the audience and convey the message of free Dip effectively.
Success Story
- Strategic Shift: The free dip Campaign successfully tackled stagnant sales for Hot n Spicy.
- Tangible Results: Online orders witnessed a significant increase of 3.5%.
- Boost in Dine-In: Dine-in customers saw a notable uptick, increasing by 5%.
Zakat Campaign
The Ask
- Karwan-e-Hayat aimed to raise awareness about mental health challenges.
- Enhance fundraising during Ramadan through TV channels like ARY Digital, Express News, Dawn News, AAJ TV and TV One.
- The goal was to feature on prominent shows, reaching a wider audience and garnering support for mental health initiatives.
Key Objectives
Karwan-e-Hayat Ramadan’s Campaign was to create awareness about mental health and appeal for donations to general public through TV & Digital:
- Get Maximum Eye Balls
- Create Awareness
- Request for Donations
- Value Driven Marketing Campaign
Insights and Challenges
- The insights revealed a significant gap in public awareness regarding mental health challenges, and securing sufficient funds was a persistent challenge for Karwan-e-Hayat.
- The goal was to strategically use television features and digital ads during Ramadan to overcome these challenges.
Strategy
1.Securing prime spots during Ramadan on ARY Digital’s Shan-e-Iftar with hosts Iqrar ul Hasan and Waseem Badami.
2.Spotlighting on AAJ TV’s Ramadan feature hosted by Sidra Iqbal, reaching a diverse audience during the holy month.
3.Powering our presence on Meta with targeted digital ads
Execution
- TV led campaign to deliver on our maximum reach objective, creating mass awareness.
- The features in eachshow included discussions on mental health challenges, personal stories, and expert insights.
- Additionally, a digital ad campaign was also executed on meta with a call-to-action for donations that was seamlessly integrated, providing viewers with a direct avenue to contribute to Karwan-e-Hayat’s cause.
Results
- Delivered Impressions of 6,719,844+
- Reached 3,264,337 number of individual people
- Achieved 39,975 amount of link clicks; CTA were CALL on UAN number.
- Ramzan Transmission interviews and integrations secured with AEV of PKR 2,708,000/; 135% of the net media spend.
Success Story
- TV led campaign to deliver on our maximum reach objective, creating mass awareness.
- The features in eachshow included discussions on mental health challenges, personal stories, and expert insights.
- Additionally, a digital ad campaign was also executed on meta with a call-to-action for donations that was seamlessly integrated, providing viewers with a direct avenue to contribute to Karwan-e-Hayat’s cause.