Client Brief

To raise awareness of Discovery Communications flagship show - Man Vs Wild, featuring a special appearance by Prime Minister, Mr. Narendra Modi. Drive mass audiences to a TV network and increase its relevance and presence across all platforms.

Idea

As a digital-first campaign, we employed the 3 ‘i’ strategy - Intrigue, Influencers, and Interaction. The idea was to introduce two very important personalities with an interactive success-metrics-led digital marketing campaign.

Execution

Real-time reactions of A list influencers to the episode were released on Twitter.

A network of social influencers and acclaimed advocates was curated to boost communication on all social media platforms.

A microsite was set up which acted as a medium for the audience’s overflowing messages to PM Modi.

We created a video of people’s enthusiastic reactions to the episode’s trailer.

Sneak peeks and behind-the-scenes footage was shared to create intrigue.

Result

1. It was the no.1 trending topic in India and no.2 worldwide.

2. It was the highest ever infotainment slot tune-ins.

3. The show experienced the highest ever viewership across genres with a 93% increase in channel share.

4. The campaign received a total of 3.6BN impressions, 1.4BN reach, 32.2MN views and 1.5MN engagement.