Seagram’s 100 Pipers turns to Twitter for #100PipersPlayForACause campaign

The brand’s below-the-line campaign ‘Play For A Cause’ channelled 100 musical gigs, which were performed on a single day across 27 cities

e4m by exchange4media Staff
Updated: Feb 26, 2020 4:34 PM
100 Pipers

Pernod Ricard and Seagram’s 100 Pipers (@100PipersIN) came forward recently to mobilise people’s attention towards 15 critical global issues. The brand’s primary objective was to create awareness among relevant audiences about these 15 problems that affect the world in a catastrophic way.

India, get ready to stand together in support of our planet as over 100 artists perform for #100Pipers100Gigs with #100PipersPlayForACause. Know the who, where and what of all live concerts are happening on 29th Nov. #BeRememberedForGood #FightAirPollution #SaveWildlife pic.twitter.com/1YNRVm6ZXN

The major challenge was to engage people and make them a part of this experience.

To spread the word across audiences and to urge people to join the #100Pipers100Gigs movement, 100 Pipers (@100PipersIN) turned to Twitter.

1 day, 100 gigs, 27 cities, 15 social causes! Join the never-before musical movement #100PipersPlayForACause in your city to support a cause on 29th Nov 2019 & #BeRememberedForGood! #100Pipers100Gigs. Pledge @ https://t.co/neELWeGviB & know more. pic.twitter.com/TelHh1adbg

The  brand’s below-the-line campaign ‘Play For A Cause’ was a one-of-its-kind event that channelled 100 musical gigs, which were performed on a single day across 27 cities.

The brand partnered with Twitter to create impact and awareness about the #100PipersPlayForACause campaign across their target audiences of over 25 year olds and to drive them to commit to one of the 15 causes.

Creatives ranging from images and GIFs to Twitter Conversation Cards and videos were developed to drive user engagement as well as intent towards the campaign’s purpose.

Furthermore, cause-specific creatives were geo-targeted to retain their relevance and each cause was given its own hashtag such as #FightAirPollution, #SaveWildlife and #SaveDyingArts.

Five Conversation Cards were designed to keep audiences engaged with the 15 causes of the campaign. These conversation cards were clubbed with the First View and Promoted Trend functionalities to amplify reach.

To maximise impact on the event day, Twitter’s First View and Promoted Trend features were taken over by the brand, amplifying conversations with the main campaign hashtag #100Piper100Gigs.

More than 10 million impressions were delivered across seven days of the campaign, with an engagement rate of 5.5%.
The campaign achieved its objective of maximising reach and creating awareness and delivered over 3.3 million impressions with 294k engagements, driving engagement rate to 8.7%.
Moreover, sentiment analysis showed that 94% of the conversations were positive, driving positive intent from users.

Kartik Mohindra, CMO, Pernod Ricard, India, said: “Seagram’s 100 Pipers Music CDs believes in leadership with purpose. It has always worked on initiatives that lead a positive change in the society. After positively impacting the society through previous editions of ‘Play for a Cause’, Seagram’s 100 Pipers expanded the impact of the platform with 100 musical events spread across 27 cities on 1 Day; Nov 29, 2019. We wanted the whole country to resonate with the sound of goodness to bring alive the brand proposition of ‘Be Remembered For Good’. Twitter provided the appropriate platform to not just create impact (awareness) about this mega initiative but also actively engage with a sharply targeted audience & drive conversations around 15 social causes.”

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