LEVERAGE THE POWER OF SNAPCHAT#Ourwork Shabaz Malik • August 24, 2015
Leveraging the powers of Snapchat for the product launch of Pond’s Men India’s Pollution Out facewash, Jack in the Box Worldwide, the digital agency brand of The 120 Media Collective, used the app for a refreshing brand and platform integration. The agency, known for integrated marketing services spanning across digital and on-ground platforms, invited fans of Varun Dhawan, the brand ambassador, to see exclusive snippets from a unique 4D performance in collaboration with the crew from his new movie, Any Body Can Dance 2.
The launch of the new Pond’s Men India variant, the latest innovation called Pollution Out was integrated through 4D technology in a dance performance.
Prior to the event, fans were invited via Pond’s Men India’s Twitter account to follow the Snapchat handles of its Twitter influencers, who acted as reporters from the product’s launch event. #GetRecharged trended in India on Twitter with 13,929,050 impressions and reached. For just a 2 hour event, the strategy to release snippets of 1 to 10 seconds on the app, live from the event, created an impact with Varun Dhawan’s fans garnering hundreds of views. The content was also released on the brand’s Facebook and Twitter pages simultaneously. This created enough buzz for the release of the final 4D performance video uploaded on YouTube and Facebook. #GetPollutionOut trended with 43,835,854 impressions and reached 8,043,839.