Top Story

Home >> Marketing >> Article

Case Study: How did @Nissan_India and @DatsunIndia tick the right boxes with ICC Champions Trophy Video Highlights?

06-October-2017
Font Size   16
Case Study: How did @Nissan_India and @DatsunIndia tick the right boxes with ICC Champions Trophy Video Highlights?

The title sponsors for ICC Champions Trophy 2017, twitter.com/Nissan_India">@Nissan_India, wanted to leverage its global sponsorship within India market and create an impact. Although there are many cricket fans in India, not all of them were able to access match highlights at their fingertips. With 93 per cent active Twitter users in India interested in cricket, highest among all countries in the world according to Twitter internal data, Nissan realised that the content partnership with Twitter during Champions trophy was a right fit for the brand.

Nissan, Datsun and Twitter initiated this campaign from June 2-June 19 with a dual objective in mind. They wanted to connect with audiences by going beyond banner communication through digital channels, leverage moment marketing to drive better engagement rates and conversations on social media and create a strong presence on the platform during the ICC cup whilst riding on the customized content available to Nissan and Datsun.

“As the global sponsor of ICC Champions Trophy, our objective was to enter into the space of Moment Marketing and match the dynamic nature of cricket. Through this partnership with Twitter India, we succeeded in delivering unique and customised content by riding on the exciting moments that an important event like #CT17 offers,” said Parth Dhingra, Digital Manager, Nissan India.

The Twitter in-stream video sponsorship deal for Champions Trophy #CT17 with Nissan and Datsun brought premium content to cricket fans. The in-stream video sponsorship deal featured top match video highlights from the 18 matches of Champions Trophy from @ICC. The content was promoted by Nissan and Datsun India with pre-roll ads to strengthen their association with Champions Trophy as one of the official sponsors. Cricket fans in India could access the fall of wickets, boundaries, sixes and star performer video highlights from the @ICC account on Twitter throughout #CT17.

“Today, as a result of the information overload phenomenon, it is becoming increasingly important for brands to stay relevant to their audiences. With the ICC Champions Trophy Twitter in-stream video sponsorship, Nissan truly excelled in reaching out to the cricket fans and making the content they were seeking available at their fingertips,” said Taranjeet Singh, Country Director, Twitter India.

Fans could add a little colour to the Twitter conversation around the Champions Trophy by Tweeting with #CT17 and unlocking a custom Twitter Emoji of the trophy.

The campaign generated 7 Million Tweet impressions and 2.3 Million video views at the view rate of 31 per cent. Both Nissan and Datsun have beaten the industry benchmarks in terms of CPV (lower than the expected CPV of INR 2) and view rate percentage.

With the help of sharp targeting and brand association, the campaign helped both the brands to increase their positive sentiment by 30 per cent and successfully generated a massive volume of 110K conversations.

The brand used some key levers to make the campaign successful and they were leveraging in-stream ads to ensure an impactful awareness drive and maximise the impact with the help of sharp targeting of followers and interests. Using promoted emoji as a trigger to get users talking and further amplify the association also worked.

Chief Content Officer, Eros Group, on Eros Now's first original comedy series, reception to its short form content and code to crack original content strategy

The new Head of Office for FCB Ulka Bengaluru on her vision for the agency, her role in shaping brands over 16 years, and why it is important to have fun in advertising

Strategy Head, Zirca Digital Solutions listed out key aspects of a good content marketing strategy and performance indicators for successful campaign

Richard Ingleton, Group CEO, Kantar Insights, says it is not right to associate market research with just survey

right
left
ADVERTISING INDUSTRY GATHERS TO HEAR RAJAN ANANDAN AT AAAI SUBHAS GHOSAL MEMORIAL LECTURE BW BUSINESSWORLD MARKETING WHITEBOOK SEES KEY MARKETING LEADERS AT LAUNCH IN BENGALURU MINDSHARE BAGS TOP HONOURS @INDIAN CONTENT MARKETING AWARDS 2018 REALTY+ ORGANISES ITS 10TH CONCLAVE & EXCELLENCE AWARDS WPP CELEBRATES WINNERS OF BRANDZ 75 MOST VALUABLE INDIAN BRANDS IN MUMBAI MATHRUBHUMI LAUNCHES NEW VENTURE WITH MATHRUBHUMI MEDIA SCHOOL MULLEN LOWE LINTAS GROUP, OGILVY DOMINATE IAA AWARDS FOR CREATIVE EXCELLENCE THE AD CLUB RECOGNIZES INDUSTRY-LEADING BRANDS AT MARQUEES 2018 IN MUMBAI VIACOM18 SHOWCASES ITS NEW MULTI-LINGUAL WEBSERIES, THE VOOT ORIGINALS @MUMBAI EXPERTS PICK THE BEST OF CONTENT MARKETING AT JURY MEET FOR ICMA 2018 RAJDEEP SARDESAI LAUNCHES NEW BOOK ‘TRACKING INDIA IN THE MODI ERA’ AT DELHI CHLOROPHYLL ENTERS ITS 20TH YEAR CELEBRATING WITH FRIENDS AND ASSOCIATES INDUSTRY VETERANS ADDRESS ATTENDEES AT THE INMA SOUTH ASIA MEDIA FESTIVAL @DELHI RADIO CITY RECOGNIZES BUSINESS ICONS AT DELHI ICON AWARDS 2018 KARAN THAPAR & SHEKHAR GUPTA DISCUSS JOURNALISTIC ETHICS AT THE PRINT’S ‘OFF THE CUFF’ WOMEN ECONOMIC FORUM AWARDS 2018 RECOGNIZE WOMEN LEADERS OF THE DECADE THE 6TH EDITION OF IAA AWARDS RECOGNIZES THE WORK OF INDUSTRY PROFESSIONALS 11 INDUSTRY EXPERTS PRESENT  THEIR FAVOURITE DIGITAL CASE STUDIES @AD CLUB’S ‘D-CODE BUSINESSWORLD LAUNCHES 14TH EDITION OF MARKETING WHITEBOOK IN MUMBAI INDUSTRY VETERANS CHEER AS ADMAN AMBI PARAMESWARAN LAUNCHES NEW BOOK SPONG

FabAlley digital campaign features fashion influencers proclaiming the bold message of believing in being just fab, irrespective of one’s size, shape, height or weight

The Mirzya fame actor will endorse the entire range comprising Lip, Eye, Face and Nail colours

SBI Life Insurance's ‘Main se Hum’ campaign establishes a sharp focus on the company’s portfolio of protection products