Bingo! is positioned as a youthful and innovative snack, offering consumers a choice of flavours that are fast becoming popular. It fulfils the consumer's need for variety and novelty in snacks. Bingo’s success story is about how a combination of leveraging synergies, building on consumer insights, and high-decibel advertising can win the game.
The brand launched a Bingo Whacky Face contest where the consumers could get a chance to be featured in Bingo hoardings.
“The brand wanted to drive awareness and participation for their Bingo Whacky Face contest.”
Bingo took an insight-based Community Marketing solution to create organic conversations for the contest and drive participation by engaging with 49 Communities based on lifestyle, travel, and fitness-related themes with over 1.9M+ Members.
To drive the campaign, we analyzed the existing conversations in the above communities and observed that:
With most of the conversations happening around snacking and contests, we planned a campaign highlighting the fun of participating in Bingo Whacky contest while sharing the love for Bingo.
We created a single-phase campaign that drove engagement around the Bingo Whacky Face contest and encouraged members to participate. The admins drove conversations around the competition by informing members that they were participating in the contest by sharing their whacky pictures. The admins build on excitement for the contest by informing that the winners can feature in the Bingo hoardings and win exciting prizes. They encouraged members to share their whacky side faces and participate by clicking pictures of their crazy faces and posting them using #Bingofy.
As members participated in the contest with images of their whacky faces, it led to an influx of conversations and reactions while firmly positioning the brand as one of the youthful and fun brands. The members' pictures via User Generated Content (UGCs) added to the excitement by weaving in content themes around the most relatable aspects.
While the content theme was consistent across all the communities, the unique experiences & pictures of thousands of members brought their personalities and style to each post.
This campaign strengthened the brand’s association with ‘Funny’, ‘face’, ‘fun,’ and ‘excited’, proving that Bingo! is associated with youth, fun, and excitement. Love, like, and best were the top three expressions associated with the brand, proving that the intervention had successfully established the key brand positioning.
The campaign generated unique experiences & pictures of thousands of members who brought their own personalities and style to each of their posts.
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