A social media listening case study of how Ahmedabad based R. Kumar Opticians used an Instagram story from RJ Ruhan to leverage Bryan Adam’s concert.
Brand: R. Kumar Opticians.
Digital Agency: Bonoboz, Ahmedabad
Creative Agency: Ochre Revival, Ahmedabad
It’s not every day that an artist of Bryan Adam’s stature comes to Ahmedabad. So, when the best from the world descend, it’s a unique & massive opportunity for local brands to make a mark.
Enter R. Kumar Opticians. A chain of premium eyewear stores in Ahmedabad tied up with the organizers to support the Ultimate Tour by Bryan Adams.
It all started with an Instagram story that RJ Ruhan, a popular local Ahmedabad RJ with Radio Mirchi, put up asking if R Kumar had the kind of sunglasses that Bryan Adams sports on the cover of his ‘Ultimate’ cover.
While at first this seemed like a joke, it presented an opportunity for an experience activation. Amman Anup Kumar, Partner at R. Kumar & Brand Manager tied up with the organizers to become the experience partners for the concert.
View this post on Instagram
It all started with a simple question from @mirchirjruhan, asked mostly in jest. And with the support from good people at @indent.ooo & @bryanadams team, here we are today presenting our most unique activation! #Ahmedabad, for every 9th, 18th & 69th follower over the next 24 hours will WIN a pair of these limited edition sunglasses for the #Ultimate experience. PS – you already know the answer to why the numbers! (Check our IG stories)
The idea was to create 10,000 sunglasses with the ‘Ultimate’ written across them and given to half of the 20,000 fans expected. The connection between the album art of Bryan Adam’s album, product category & audience was strong. The challenge moved to operations & flawless execution and get an approval to go ahead from the Bryan Adam’s team.
“It was a race against time to get the required number of sunglasses ready, but we were committed”, says Kumar.
Once the association was confirmed, R Kumar’s digital agency kicked into action with seeding of behind-the-scene seeding. The plan was to build up buzz & excitement about this association. This was done by quick tie-ups with a few key influencers in the city to amplify this unique association, including the Instagram Ahmedabad community (~100k followers).
A giveaway contest was also planned to with a select number of glasses to build excitement with R Kumar’s Instagram community. Soon, Bryan Adams official handle responded to one of the stories.
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On the day of the concert, thousands of sunglasses were given out. Thousands of selfies were clicked at the venue and the sunglasses became ubiquitous through the social channels across the city.
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Last night, we showed what it is like to be an Ultimate fan! That feel of seeing a true artist live, whom you've listened for years and will keep feeling his music for the years to come. Finally witnessed @keithscott99 playing emotions through his guitar! Dear @BryanAdams whenever next time I'll see you I'd be personally telling you 'what you meant to me.' #bryanadamsultimate #magic #cloud9
On Instagram, with the contest & other amplification, there were requests for purchasing the sunglasses, from as far as the United States.
Estimated branded impressions: 150k impressions (48 hours)
Estimated unbranded impressions: 400K impressions (est. @ 20% of 10K taking pics, with min 200 people reach)
Instagram Followers: +500 Followers