Shop CJ leveraged the Raees wave creating engagement and recall

Shop CJ leveraged the Raees creating engagement and recall

Brand

Shop CJ

Agency

Team Pumpkin

Shah Rukh Khan’s Raees, the Indian crime thriller film in association with Shop CJ co-branded a contest to create some buzz around the film.

Objective

The campaign was motivated to promote the film through Shop CJ in partnership with the production house Red Chillies and create a brand recall.

Execution

The association was co-branded contest wherein people had to tune in to Shop CJ’s Social media pages to answer a few questions around the film and participants stood a chance to either merchandise’s signed by Shah Rukh Khan or meet the star himself.

To break it down, the first step initiated was to make people familiar with Raees and the questions were attached to the film elements. Through the hashtag, #RaeesBano, the participants had to send in their boomerang videos and walk like the star in the film.

The second was called the #LailaChallenge wherein the participants on social media had to dance on the item song in the film ‘Laila Mein Laila’ and yet again share their video using the hashtag.

The last hashtag was #AmmiJaanKehtiThi, the illustrious dialogue of the film was used in the campaign, as participants were expected to begin the sentence with #AmmiJaanKehtiThi and then share through the video what their mom says on everyday basis.

There was also a clue hunt, where five questions related to the film were asked through Twitter.

Result

The campaign reached over 4 lakh 49 thousand users with a total engagement of approximately 1.09 lakhs on Facebook. With two hashtag trending nationwide, the campaign garnered over 930 replies, 993 re-tweets on Twitter. The campaign got 577.975K impressions and 117.07k impressions on the digital media.

Shop CJ managed to reach out to a vast audience, while banking on the SRK blockbuster’s craze and success through an agile social media campaign.


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