for Brands

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.

ITC Bingo Objectives

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.

Our Approach

To achieve this, we selected the most relevant 49 Communities around lifestyle, travel, and fitness related themes with over 1.9M+ Members.

Campaign Structure

49
Communities
1.9M+
Members
49
Communities
1.9M+
Members

Our Strategy

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.

Solution types

Static Posts

Results 📈

2.6K
Brand Mentions
98%
Brand share of voice increase from 78% before the campaign
47k
Category Conversations increase from 44k before the campaigns

The Big, Beautiful Highlights

  • The campaign has been successful in creating buzz around the Bingo contest and members have proactively participated and shown interest in the contest. The campaign received 1485 UGCs with 999 as distinct UGCs.
  • The brand share of voice increased from 78% to 98% in the span of just 15 days.
  • The campaign received around 26,500 reactions and comments which included 17,306 comments and reactions to UGC posts by members and 9,194 on admin posts.
  • Funny, face, fun, excited were the key attributes for the brand, which shows that the intervention had been successful in establishing the key brand positioning.
  • The Brand had a very high positive association. Love, like and best were three top expressions associated with the brand.

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.

Top Performing Communities 🥇

Real People Real Conversations 💬

The unique experiences & testimonials of thousands of members brought their own personalities and style to each of their posts.

Interested in working together?

Schedule a quick call with one of our strategists and learn how one of our campaigns can guide your customers through each stage of their decision-making process, from activation to conversion.

More case studies

  • 50,000+

    Communities

  • 500M+

    Members

  • 75

    Countries

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Reach out to our experts to understand how Convosight can enhance your existing marketing initiatives

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  • Driving Category Awareness
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