Center Fresh Valentine's Message

Objective

Center fresh recognized that while the youth of today are bold and confident in owning their unique identities, they can still struggle with expressing their emotions, especially when it comes to matters of the heart. To help them overcome this challenge, Center fresh collaborated with JioSaavn to create a unique platform that allows users to express themselves through music. The campaign aimed to leverage the positioning of "Dil ki baat zubaan pe". This was done by allowing the users to scan a QR code on limited edition packaging, users could access playlists and automated voice messages that enabled them to share a personalized messages with their loved ones. This innovative approach combined the power of music with the convenience of technology, giving young people the tools, they need to connect with their loved ones in a meaningful way.

Strategy

The first step was to create a microsite that would allow users to input their loved ones' details and receive a hyper-personalized playlist message created by an AI recommendation engine. The microsite was accessible through a QR code on limited edition Center fresh packaging, which was to create a sense of exclusivity and urgency around the campaign. The microsite offered a range of customization options, such as the ability to choose from 30,000 unique names and cute nicknames, as well as customize the message based on mood, relationship type, music type, language, and voice type. These options allowed users to create a truly unique and personalized message for their loved ones, making the experience more special and memorable. To amplify the campaign on the JioSaavn platform, the team utilized various ad experiences such as Native Audio Spot, Overlay, and two showcases. The Native Audio Spot was a great way to introduce the campaign to users, while the Overlay helped keep the campaign top-of-mind as users navigate through the app. The two showcases were also effective in creating a pre-buzz and generating excitement on Valentine's Day itself.

Overall, the strategy behind the campaign was to leverage the power of music and personalization to help people express their "Dil ki baat zubaan pe" in a unique and memorable way. By partnering with JioSaavn and creating a microsite with a range of customization options, Center fresh was able to offer users a truly personalized experience that resonated with them and helped them connect with their loved ones on a deeper level.

Results

The campaign received a tremendous response, with 9 million+ people reached, 400k users on the microsite, and 40K playlists created. The top 3 cities that engaged with the campaign were Delhi, Mumbai, and Kolkata. The campaign also had a gender split of 35% female and 65% male. The platform's LTR was 96%, which was higher than the platform average of 85-90%.