- THE BRIEF
- Daayan is a supernatural drama series, created by Ekta Kapoor under Balaji Telefilms that launched on &TV.
- THE OBJECTIVE
- The objective of the social media campaign was to extensively promote Daayan by establishing it as a one-of-its-kind supernatural series. The idea was to create high buzz around its concept, uniquely position it in the horror shows category, create a high recall value and get people intrigued enough to watch theshow!
- THE SUMMARY
- The entire campaign, which revolved around the hashtag #ApnonKeBeech, was divided into 2 parts, in line with the lunar phases. The transition day in between,which fell on Amavasya,was strategically used to create a spike, implying that the Daayan has arrived. The posts that went out on this day were black and white, suggesting a surge in her powers.
- All the creatives had an eerie feel to them, to build a scary perception of the show. The execution of the phases was divided into three pillars: Visual, Voice and Micro. Visuals included a series of captivating video posts and cinemagraphs; Voice-over creatives shed light on the myths associated with Daayan and finally the micro content brought about the spooky presence of Daayan, indicating her arrival.
- The success of the digital media campaign was reflected in the fact that the show got an incredible launch TV rating of 0.85.
- The agency also did an innovation in the form of a Daayan AR filter which received an overwhelming response from the audience.
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| Total Video Views: |
26,66,051 |
| Reach: |
84,46,154 |
| Impressions: |
97, 58,276 |
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