How Cello popularized its 'Cricket Fever Pack' riding on the World Cup fervor

Cello World Cup campaign, #WriteToCheer urged users to buy its Cricket Fever pack during World Cup with Jasprit Bumrah as its face.

The case study explores how the Cello World Cup campaign delved into an interesting insight to launch its #WriteToCheer campaign during the World Cup season.

Category Introduction

India Stationery market holds tremendous growth potential as the country has nearly 22-24 crore students. The sector's revenue is projected to grow at a CAGR of 10.5% during 2018-24. Currently, Ball Pen leads the category with a contribution of 51%, followed by Gel Pens and Markers as 17% and 16% respectively.

Brand Introduction

Founded in 1995, Cello writing instruments entered into the classic ball pen market with a wide range of pens and two manufacturing facilities in India (Daman and Haridwar), comprising a workforce of around 10,000 people.

In a recent social media campaign, they introduced the Maxtreme pen, which the brand claims is the world’s longest-lasting pen that writes up to 12000 meters long ink durability.

Summary

Leveraging World Cup and capitalizing on the fact that India was amongst the favorites to win the coveted series, Cello launched a campaign to promote its ‘Cricket Fever’ pack with the World's No. 1 and India’s ace pace bowler Jasprit Bumrah, as its face.

Also read: Case Study: Leveraging IPL for BFSI sector

The plan was to utilize his clout to the fullest to gain mileage and visibility, not only on Digital but offline as well.

Problem Statement/Objective

The objective of the campaign was to drive traffic to Amazon and promote the 'Cricket Fever Pack' launched by Cello during the World Cup Season.

Brief

The brief in hand was to ride the World Cup wave by

promoting the Cricket Fever pack by making the most of Jasprit Bumrah to drive

the Digital Campaign.

Creative Idea

The brand leveraged Jasprit Bumrah as a hook to urge people to buy the Cricket Fever pack, and 10 lucky winners get a chance to meet and greet him for a net practice session.

Challenges

One of the biggest challenges faced was to stand out and break the clutter amongst the brand campaigns during the season

Execution

Platforms used to promote the campaign were primarily Facebook, Instagram, YouTube, and Twitter. A microsite was also created to garner cheers from the fans.

The campaign winners or Lucky fans received signed merchandise from Jasprit Bumrah. Ten of the lucky digital winners also got a chance to meet and greet him over a net practice session.

The campaign was promoted using media budgets on Facebook, Instagram, and YouTube and display ads. Ads were also run to drive traffic to the Amazon page, as well as to the microsite to generate cheers from the fans.

Results

The campaign garnered accolades from cricket fanatics and engagement metrics in alignment to the targeted numbers-

Reach: 81,32,570

Impressions: 1,70,12,132

Clicks: 17,323

Post Engagement: 13,321,022

Views: 14,210,363

Spent: 8,95,512

Cheers on the microsite: 500+

The contest led to a large number of participants during World Cup

CMO Quotes

“We are delighted to announce BIC Cello’s association with Jasprit Bumrah to celebrate this year’s cricket fever. We are very excited to offer our consumers the thrilling experience of sharing a pitch with the bowler known for his devastating Yorkers. We look forward to meeting and hosting the 10 lucky cricket enthusiasts from across the country," Tanveer Khan, director, marketing, India