Dream11 x MCUBE - Winning Content Strategy Analysis
Dream11 and MCUBE collaborated on an innovative content strategy, targeting diverse audience segments to drive engagement and app usage. The campaign focused on cricket enthusiasts, utilizing personalized content to maximize reach and interaction. By leveraging creative ideas, brand integration, and strategic timing, the campaign achieved record-breaking results, showcasing the power of effective digital advertising.
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Dream11 x MCUBE Best Content Strategy of the Year
List of Contents Creative Idea Highlights, Brand Connect, Brand Integration with Content Execution Media Used, Duration of the Campaign Results What was the ROI of the Campaign?
Creative Idea Highlights, Brand Connect, Brand Integration with Content
A-head in the Game! A game plan that took Dream11 over the line to win the Internet Creative Idea Focused targeting strategy was used with the audience broken down into four categories 1. User engaging with Dream11 posts 2. Users viewing Dream11 video content 3. Lookalike and interest audience (topics like Dream11, cricket, fantasy gaming etc.) 4. Focus laid on age group of 18-45
In it to WIN it! The Match Heart-Winning Game Plan! A targeted digital advertising campaign that brought together cricket loyalists from across India to deliver record-breaking numbers for the Dream11 app. The core objective was to drive users to the Dream11 app and encourage more and more people to actively engage with the features of the app. Boost app visits and engagement through a gratifying experience in an attempt to revive and retain the fanatical spirit of cricket.
Execution Media Used, Duration of the Campaign
Raising the Bat Bar High! How Dream11 built and thrived on a nostalgic connect with their users The core strategy adopted for Dream11 s IPL 2020 campaign was to approach the audience as a fellow cricket enthusiast, using familiar lingo to offer high- octane action on the Dream11 app. Eight vernacular groups were identified for each of the IPL franchises, to reach an audience that associated with the team titles through comfort, pride and nostalgia in their mother tongue.
Timing it to Perfection! Dream11 struck when the iron was hot to maximise returns Per research, three peak engagement slots were used daily, to push different formats of custom-targeted ads based on type of 'language. The campaign leveraged a mix of static and video content to remind users to get on Dream11 and make their fantasy teams. The personalised 'Team Banalo' invite was sent via ads in eight different languages, engaging with users across India.
Season Opener to The Final Duration of the Campaign 30 October 2020 to 7 November 2020
Results What was the ROI of the Campaign?
Aided by the 284M+ reach of these ads, the Dream11 app hit a 100 million users milestone. As a testament to the strategic targeting, one out of every two viewers found the video ads relevant and watched them until the last second. Fulfilled Dreams and more Record-breaking metrics for Dream11 Successfully achieving targets and more With a CTR as high as 0.24%, and CPR as low as 0.07, the campaign's success witnessed an all-time high daily active players on the Dream11 app most for a fantasy gaming platform in India during the IPL.
