Description
The problem with sale-related influencer content is that there are only so many ways you can spin the same script before it gets real old, fast. When Flipkart was announcing its biggest sale of the summer, we couldn't be forgettable. So, we took a different route. Instead of adding to the noise, we played on curiosity. We worked with a simple insight: in a culture driven by FOMO, people react best to curiosity and intrigue. For the first time, a brand asked creators NOT to promote their sale. Instead, we collaborated with only 27 YouTube creators, covering a gamut of categories whose overlapping subscriber base amounted to ~10% of India’s YouTube user base. And we just got them to change the name of their videos to SASA LELE (the name of our sale), just for the first 24 hours & drop them all simultaneously. This gave us a 134.5x spike in searches for SASA LELE, benchmarked against the previous year’s summer sale, all at 29.16% of the cost of a traditional influencer campaign.
