The Bingo brand of chips was launched by ITC in 2007. The launch was symbolic of ITC Foods' distinct approach of introducing innovative and differentiated products in a largely undifferentiated market place.
Bingo! is positioned as a youthful and innovative snack, offering the consumers a choice of flavours that are fast becoming popular. It fulfills the consumer's need for variety and novelty in snacks.
Bingo’s success story is about how a combination of leveraging synergies (leverage its existing distribution network)building on consumer insights (novelty and excitement in existing snacks)high decibel advertising can win the game.
Bingo! is associated with youth, fun and excitement. True to its values, the brand launched a Bingo Whacky Face contest where the consumers got a chance to be featured in Bingo hoardings.
The brand wanted to drive awareness and engagement around the Bingo Whacky Face contest and establish the key brand position among consumers.
With Facebook Communities being the largest conversation forum in India (& the world), the brand explored partnering with Convosight to drive awareness and engagement around it's Bingofy Campaign.
To achieve this, we selected the most relevant 49 Communities around lifestyle, travel, and fitness related themes with over 1.9M+ Members.
We focused on creating a single phase campaign focusing on driving engagement around the Bingo Whacky Face contest and encouraging members to participate in it. The admins drove conversations around the contest by informing members that they are participating in the contest by sharing their whacky picture and this may get them a chance to feature in the Bingo hoardings and win exciting prices. They encouraged members to share their whacky side of face and participate by clicking a picture of their crazy face and post it using #Bingofy.
As members participated in the contest with images of their whacky faces, it led to an influx of conversations and reactions while strongly positioning the brand as one of the youthful and fun brand. The members' pictures via User Generated Content (UGCs) added to the excitement by weaving in content themes around the most relatable aspects.
While the theme of the content was consistent across all the communities, the unique experiences & pictures of thousands of members brought their own personalities and style to each of their posts.
With this campaign, we were able to help the brand achieve 96% of overall positive brand sentiment with members sharing their reason for loving Bingo as a brand along with showing interest in the contest.
The unique experiences & testimonials of thousands of members brought their own personalities and style to each of their posts.
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