Client Brief

Brand Classmate had a mandate to take philosophy to as many Indian homes and classrooms as possible. To fulfill our purpose of securing a pressure-free environment for children to grow, learn, and live in. How can we make this viral?

Idea

In an achievement-oriented society like ours, children and teens are often conditioned to perceive others as “competition”. Classmate from ITC took on the theme "Be Better Than Yourself" that kicks off a crusade against this stereotype and encourages students to recognize themselves as their only competition in life.

Execution

Strategy:

• A story that touches the soul

• Effective Media Plan

• Edgy Idea on Social

• Amplification of Content

Execution:

Consumer engagement activations both online and offline were weaved into the communication plan. Our sole intention was to recognize potential influencers who would help us reach out to all stakeholders: students, parents, teachers and even employees. Through various social media platforms, this social drive was brought into the spotlight from where we established people’s take on this subject.

Result

• Our sole video received 10+ Million views on YouTube with a view-through rate of ~40 percent due to its relatable content.
• The hashtag #BeBetterThanYourself continuously trended for 15 hours on Twitter and managed to reach out to 16 Million people.
• Also, we had about 4000 stories come in from people from all walks of life and 169 Million impressions were made with just our tweeting activity.
• A brand lift of 32% was achieved through this campaign.