Multimedia Platform Campaign
Instituted in 2003, IFAD Multi Products Ltd. is recognized as one of the largest consumer food producers in Bangladesh. The company established itself as one of the largest suppliers of salt, instant noodles, stick noodles, a varied range of biscuits and cookies, packaged whole spices and bottled drinking water extracted from local aquifers, all of which has been established in its own industrial park.
IFAD Drinking Water, one of IFAD’s relatively less engaging brands came to us with a unique challenge: In a highly saturated market where brands like Mum had been a crowd favourite for decades, IFAD wanted to engage the youth in a way that would form a lasting connection with IFAD Drinking Water.
IFAD Drinking Water was seeking for a unique promotional strategy on the digital platform to connect with the Bangladeshi youth, with an idea that would go viral.
Prior to the campaign, the bottle flip challenge was creating a lot of hype on social media globally. People from all over the world were taking part in this challenge, making videos and uploading it on Facebook. However, we noticed that there was no promotional activity in Bangladesh surrounding this extremely popular challenge. No one was capitalizing on the idea as a marketing strategy which posed the perfect opportunity for us.
We engaged social media influencers and the bottle-flip challenge to create a buzz that would engage the youth and the product perfectly. Thus, our campaign of “The Bottle Flip Challenge” was born.
We launched the campaign with a video featuring, Salman Muqtadir and the Brown Fish Crew. We created a video for IFAD Drinking Water featuring different ways to do the “Bottle Flip Challenge”. This video perfectly positioned the product into the video, and showed extreme ways to do bottle flip. The was uploaded on IFAD’s Facebook page and Salman Muqtadir’s personal page as well, capitalizing on both the brand & influencer’s good will. Then IFAD Drinking Water invited their audience to participate in the challenge and win exciting prizes. All they had to do was, take the challenge, record it on video, and upload them on Facebook with the hashtag #IfadBottleFlip.
In order to reach the right audience, our media team planned and distributed the contents through Facebook using demographics of the young target group in Bangladesh according to age-range, interests, as well at geolocation tags. Hundred of videos poured in on IFAD’s Facebook page in no time, reflecting the effectiveness of the execution & media distribution.
The results of the campaign were reflected through a total video view count of 760k and more than 1000 shares in less than a week. The hashtag, #IfadBottleFlipChallenge was trending throughout the week, reflecting the virality of the campaign while, 100+ crowdsourced videos were rapidly hitting IFAD’s Facebook page.
The acceptance rate and response to IFAD Drinking Water from people all over the country was much more than what was expected out of the challenge. In the process of taking the challenge, the interaction with the product ensured a great brand recall strategy for IFAD Drinking water, resulting in the most effective impact of the campaign.