INOX Leisure
How a multiplex chain in India reached 2.3M people on Twitter during the Olympics
INOX Leisure Limited (@INOXMovies) is amongst India's largest multiplex chains, with 159 multiplexes and 670 screens in 71 cities. It is part of the INOX Group. Their Twitter campaign was executed in collaboration with their Digital Media agency Add Media Buzz PVT LTD. (@AddMediaBuzz).
Campaign objective
As the official sponsor for Team India in the Olympics, INOX wanted to connect with fans and proudly highlight their sponsorship to followers. INOX chose Twitter because it’s where fans come to engage in sport and live events conversation.
INOX wanted to pay tribute to the athletes’ resilience and determination to succeed against all odds while inspiring people on Twitter.
The objective of their campaign was to reach a large number of people on Twitter, drive more awareness around their sponsorship, and create high levels of engagement.
They used a mix of Twitter products for this, including a Video views campaign, Conversation Buttons, and keyword targeting.
Audience
INOX’s target audience has an age range of 14-55 years, and they are interested in entertainment, adventure, lifestyle, and sports. The audience for this campaign was set to target a broader audience as INOX wanted to reach the masses who were cheering on the national team at the Olympics.
Please click on the Tweet to view the video.
Results
INOX’s Video views campaign ran from Jul 14, 2021, to Jul 19, 2021. The campaign gained impressive results, delivering above industry benchmarks (View Rate of 32.25% vs 1.71% industry benchmark) while maintaining a low cost-per-view.
ad impressions
video views
Cost-per-view vs industry benchmark
While Conversation Buttons resulted in a big spike in the number of people on Twitter talking about INOX, and the hashtag #AayegaIndia was mentioned over 8K times.
The campaign also saw a 99% positive or neutral sentiment.
Keys to success
Feature heroes of the event in your campaign
People come to Twitter to connect with the events that matter to them – if your campaign can act as a bridge between events, those who take part, and the fans, your brand can build cultural relevance.
When your brand sponsors an event, encourage buzz and engagement around your campaign by featuring those taking part in the event. For their Video Views campaign, INOX featured athletes Mary Kom (@MangteC), Manika Batra (@manikabatra_TT), and Vikas Krishan Yadav (@officialvkyadav) from Team India.
The passion and respect felt by fans of Team India was reflected in the engagement seen with INOX’s #AayegaIndia Video views campaign. Learn more about using Twitter to connect.
Use Twitter’s targeting capabilities
INOX leveraged Twitter’s audience insights feature to discover the most relevant keywords to define its audience targeting strategy. Keyword targeting allows you to reach people on Twitter based on keywords in their search queries, recent Tweets, and Tweets they’ve recently engaged with.
This puts your brand in the best position to reach the most relevant people, drive engagements, and increase conversions.
As a brand, we wanted to bring to life the emotion of pride, which comes with the mere mention of the Olympics. We wanted to let Indian sports lovers know that brand INOX stands with the Indian contingent with a lot of pride, and reveres the feeling of being an Olympian, regardless of the results. We are glad that Twitter played an extremely critical role in this campaign.
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