Innovative Marketing Campaign for Ragini MMS Returns Season 2
Ragini MMS Returns Season 2 implemented a unique marketing strategy by leveraging horror elements and celebrity influence to engage viewers. The campaign successfully utilized platforms like TikTok, resulting in impressive reach and engagement numbers. Through a combination of digital touch points and community-driven initiatives, the show managed to stand out in a crowded online landscape.
Download Presentation
Please find below an Image/Link to download the presentation.
The content on the website is provided AS IS for your information and personal use only. It may not be sold, licensed, or shared on other websites without obtaining consent from the author. Download presentation by click this link. If you encounter any issues during the download, it is possible that the publisher has removed the file from their server.
E N D
Presentation Transcript
Ragini MMS Returns - Season 2 Category : Best Marketing Campaign by an OTT Platform
Campaign Summary Ragini MMS Returns 2 is an erotic horror drama series, at the center is a normal girl Ragini. It is a story of Ragini entering the realm where horror lurked around in every corner. Central theme of the marketing the show was to create an intrigue using horror as the key element and unfold the drama that surrounded various characters. Sunny Leone and her huge fan base was targeted as a part of our promotion campaigns. The campaign touch based with all aspects of marketing along with innovations and effective use of various platforms.
DISRUPTION & IMPACT Without purchasing any Tik Tok ad units, Hello Ji got it s own hashtag trending reducing spends by 90% ! We also got 11,900+ videos on the original audio track from users We received the highest organic entries compared to paid TikTok campaigns! Playing on the song and cast popularity we organically reached a large chunk of our TG.
RESULT OF RAGINI MMS 2 CAMPAIGN 24403909 IMPRESSION S 2028063 ENGAGEMENT 11072421 REACH 11000+ TIKTOK VIDEOS 25618409 YOUTUBE VIEWS 29767182 TIKTOK VIEWS
Objective: Increase the awareness Stand apart from traditional high spends Make it more engaging and community driven Approach: Using the music track HelloJi to create a Dance Movement! Reach out to Gen Z and make the show more relevant Making sure we use our star asset - Sunny Leone s Popularity
Positioning Ragini MMS 2, a horror based erotic drama show was marketed with a tagline that said Do mein jyada mazza hai . The campaign effectively utilized fan base of Sunny leone, Divya Aggarwal and Varun Sood through various mediums like Facebook live interactions. The campaign was not just maximized to increase its digital reach, it had a 360 degree approach with various on ground legs. The horror theme of the show was leveraged by giving a VR experience to the audience. Ragini MMS 2 was the first show to launch a song through Tik Tok, we utilized the medium and the sensational Sunny leone to launch Hello Ji song, that became one of the biggest hits on the internet organically.
Digital touch points Jio Facebook Twitter Chatbot Whatsapp Instagram Helo
Poster Reveal Following the Facebook live, the most awaited first look of the series a.k.a poster was released by the actors on the 2nd of December which garnered massive traction on all platforms.
Actor Reveal x Facebook Live For the first time for an of OTT show launch, the actors of Ragini MMS Season 2 were revealed through a FB Live where the audience was also given a chance to interact with them.
Teaser Reveal A huge party was thrown at a well known club to release the trailer in presence of the media, industry friends with the entire cast and crew of the show. The teaser was simultaneously broadcasted via social channels to keep the fans hooked to what s coming next.
VR x Show Reveal Stalls were set up at various malls where people could experience the Villa and the unusual events happening there through Virtual Reality. The content generated on ground was being posted by the users and generating the excitement and thrill of the show.
VR x YouTube For people who couldn t get to the on ground stalls we gave them a first hand experience at the ease of a click. The 360 virtual reality videos was released on YouTube simultaneously.
Trailer Release To amp up the trailer release, we launched our trailer on 12/12 exactly at 21:21 hrs. 21:21 gave audience some real thrills about the show and created buzz just before the trailer release.
Pub Crawl x Sunny Leone To tap on the target audience for Ragini MMS 2, we went beyond conventional promotional rules. We took Sunny Leone bar hopping to top 5 pubs of the city during rush hours. The millenials not just danced to the beats of Hello Ji, but they showed it to the world through stories and posts, thus adding to the popularity of the show.
HelloJi ft Sunny Leone Web shows are never known to have special numbers, but no more with Ragini MMS 2, we became the first web show to release a catchy and sizzling Hello Ji song with our fave Sunny Leone. We explored one of the fastest growing platforms Tik Tok, to launch this song. And, India was Dancing on Hello Ji
Tik Tok Amplification We brought it the best TikTok stars to make moves with Sunny Leone, and we created four key videos featuring them to establish the Hook Step of Hello Ji
Pre Buzz - Countdowns The countdown posts to Ragini MMS were merged with the show scenes that gave actual thrills.
Engaging Stories New year calls for some fortune predicting sessions, we gave these horoscope predictions the Ragini twist. We used instagram stories to tell people how to stay safe from Ragini s attack
Smart use of formats We played with the Instagram swipe feature to create an intrigue and which turns into horror and yet again justified Do mein jyada mazza hai
WhatsApp Amplification Whatsapp as an owned channels was used to maintain constant communication with the fans and users interested in the show. With a 10M+ strong reach on Whatsapp we send out messages for key events about the show starting from Teaser to the end of the campaign.
