My Roles and Responsibilities:
Visual Design: Created eye-catching graphics for social media posts, billboards, and event materials.
Campaign Concept Development: Collaborated in brainstorming and developing the campaign concept for cultural relevance.
Content Creation: Crafted engaging, culturally relevant content in Marathi for social media.
Social Media Strategy: Developed and implemented a social media strategy with countdown posts and engaging slogans.
Influencer Collaboration: Coordinated with local influencers to amplify campaign reach and credibility.
Event Design and Management: Designed the launch event experience, including layout and interactive activities.
Brand Messaging: Ensured consistent messaging across all campaign channels.
Analytics and Reporting: Monitored campaign performance metrics and analyzed engagement data.
Collaboration with Marketing Team: Worked closely with the marketing team to align strategies.
Community Engagement: Developed strategies to foster community connection and local brand identity.
1. Background and Objective
Mad Over Pizza (MOP), a well-established pizza chain, was expanding its footprint by entering the Pune market, specifically targeting the Pimpri Chinchwad area. Despite MOP’s success in other regions, the brand was relatively unknown in Pune. The primary objective was to create high brand visibility, engage the local audience, and position MOP as a go-to pizza destination in the city. To achieve this, the campaign aimed to:
Generate pre-launch excitement and buzz around MOP’s entry into Pune.
Establish a local connection by making the campaign culturally resonant with the Pune audience.
Drive high foot traffic on launch day and encourage local customer loyalty.
The team approached the campaign with a strong emphasis on cultural relevance, seeking to make MOP feel like a brand that Pune residents could connect with on a personal level.
2. Concept and Strategy
The campaign’s concept was designed around a deep understanding of the local culture and the community’s values. By focusing on language, local symbols, and a celebratory theme, the strategy was tailored to resonate strongly with Pune residents.
Localized Appeal: Since language is a key cultural element in Pune, the campaign was entirely crafted in Marathi. Using the local language added a layer of familiarity, allowing MOP to quickly build rapport with Pune’s audience.
Catchy Tagline: The tagline, “#MOP ची स्वारी, पुण्याच्या दारी” (MOP’s march to Pune’s doorstep), served as the campaign’s anchor. This Marathi tagline combined a sense of arrival with local pride, making the campaign memorable and encouraging locals to feel a part of the brand’s journey into their city.
Multi-Channel Approach: The campaign utilized a blend of social media, influencer marketing, outdoor billboards, and on-ground launch events to ensure a wide-reaching impact.
3. Execution and Design Elements
Each aspect of the campaign was meticulously crafted to engage different audience segments through unique, high-visibility elements. The execution included:
Content Creation and Social Media Posts: The digital campaign was rolled out in a single night, featuring Marathi-language content with eye-catching visuals. Posts followed a countdown format leading up to the launch, each day showcasing phrases and expressions that would appeal to the Pune audience. For instance:
Posts featured slogans like “P for Pune for Pizza” and “4 Days Left,” counting down to the launch date in a fun, visually appealing way.
The pizza mascot was used in humorous, relatable poses with quirky taglines like “MOP’s Fantastic Pizza, Now in Pune!” This character-driven approach created a sense of excitement and familiarity.
Design Highlights:
Bright colors (reds, yellows, and greens) were used to make posts visually striking.
Text hierarchy emphasized the phrases most relevant to the local audience.
Every post contained MOP’s mascot, visually linking all posts into a cohesive campaign.
Influencer Collaboration: Recognizing the power of influencer marketing, MOP partnered with Hindavi Sarkar Patil, a well-known Instagram influencer from Pune with 1.8 million followers. This collaboration served two main purposes:
Audience Reach: Hindavi’s large local following helped amplify MOP’s presence among Pune residents who trusted her recommendations.
Credibility and Excitement: Hindavi’s involvement lent credibility to MOP as a popular choice, generating authentic excitement among her followers.
The influencer’s posts were used to announce the launch event and invite followers to join, which led to high engagement and anticipation.
On-ground Launch Event and Offers: The physical launch event was strategically designed to maximize footfall and create a memorable experience for visitors. The event included:
Attractive Perks: Offers like “Free Unlimited Cold Coffee” and “Live Musical Nights” were available for guests, providing them with a unique, fun experience.
Cultural Entertainment: The event featured live music to cater to the local entertainment taste and create a festive atmosphere.
Interactive Activities: Visitors were encouraged to take photos and engage with the MOP brand through photo ops with the mascot, creating shareable moments for social media.
Offline Marketing with Billboards: To reach audiences who were less active on social media, MOP invested in billboard advertising in high-traffic areas of Pimpri Chinchwad. These billboards were designed with the same vibrant colors and Marathi language slogans as the social media posts, ensuring brand consistency.
Wide Reach: Billboards were strategically placed in hotspots where they could attract maximum attention.
Simple Messaging: Each billboard displayed the launch date, time, and offers in a clear, concise manner, with the MOP mascot as a recognizable icon.
The billboards complemented the digital efforts by reinforcing brand visibility offline.
4. Results and Impact
The campaign yielded impressive results across various metrics, effectively establishing MOP as a prominent brand in Pune.
High Social Media Engagement: The countdown posts and influencer collaboration generated a high engagement rate, with Pune residents actively engaging with the brand’s posts, sharing them, and tagging friends.
Significant Launch Day Footfall: The combination of pre-launch anticipation and attractive launch-day offers resulted in substantial foot traffic at the Pimpri Chinchwad outlet. Visitors enjoyed the event activities, and many shared their experiences online, providing organic promotion.
Brand Recognition and Local Connection: The campaign’s use of Marathi language and local themes succeeded in making MOP feel like a part of the Pune community, encouraging loyalty and positive word-of-mouth.
5. Key Takeaways
Cultural Resonance is Essential: By incorporating Marathi language and culturally relevant phrases, MOP effectively engaged the local audience. This strategy highlighted the importance of cultural alignment in marketing to local audiences.
Consistency Across Channels: MOP’s vibrant colors, mascot, and simple yet catchy taglines created visual consistency across social media, billboards, and in-store branding. This cohesion reinforced brand identity and made it easier for the audience to recognize and remember MOP.
Effective Use of Influencers: Partnering with a local influencer proved beneficial in establishing credibility and quickly building excitement, showcasing how influencer marketing can accelerate brand awareness in new markets.
Multi-Channel Approach Boosts Reach: The campaign’s combination of social media, influencer collaboration, offline billboards, and an engaging launch event ensured MOP reached a broad audience. This multi-channel strategy enhanced visibility and engagement.