launch rustam product case study chhupe
TRANSCRIPT
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Case Study
PRODUCT LAUNCH
CHHUPERUSTAM
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MOBILE APPLaunch
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Chhupe RustamAn app by Prakash Jha
❖ A unique Indian online platform for talent & entertainment where users across the globe can showcase their talents and get noticed from the comfort of their homes
❖ Provides a stage where people can share videos of singing, dancing and acting, and stand a chance to be noticed by production houses and directors.
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People inclined towards acting, dancing or
singing and trying their luck in Bollywood or
TV serials
People who were already active on
platforms like Tik Tok, Reels, MX Taka Tak,
etc
People working in some other profession
but have the keeda of acting or singing or
dancing
Target Audience
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OurSTRATEGY
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Not just an App, but a convenient platform
that can be used on themost convenient device - mobile phone,
by everyone
Positioning...
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Idea Narrative
What is not letting your hidden talent flourish?
Is it the long audition queue? Or your 9 to 5 job?
Or “sab chhod ke ab Mumbai kese chale jaaye?”Or maybe “kabhi sahi manch nahi mila” ?
Well, with Chhupe Rustam you need not worry about your profession, location or the queue of your audition..
Because now, your phone is your stage.. A stage that would introduce your talent to the right people..
So get ready for the accessible platform ready to offer your talent with multiple opportunities.. Kyuki ab...
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OurStrategy
Building excitementStarted promotion few days before
the launch, where we created a buzz about the app through pre
launch specific communication for social media
Paid CampaignsWe ran several paid campaigns and boosted few organic posts which were performing well. This was done to increase the reach and audience beyond the existing SM account followers
Social Media StrategyLeveraged the follower base on
social media to communicate every stage of product promotion
Leveraging Independence DayWe integrated the context of 15th Aug in all our communication sent during the pre launch activities
Leveraging Tiktok ban & LockdownLaunched exactly at the time when there was a lockdown in the
country and people were not able to come out of their home. Also, countrywide ban on Tiktok was announced.
PR & Influencer MarketingA PR activity was planned during the launch to increase credibility and make our
communication more persuasive. We also reached out to relevant influencers who have influence over potential active users
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Facebook Instagram
Influencer Marketing
PR
Communication Medium
Youtube
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PREBUZZ(4 days)
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Ac
3 days before Independence Day
Activated social media and paid ad campaigns to create buzz around the app.
Since Independence Day was an upcoming significant day for Indians, we strategized & conceptualised all our communication around the context of this day which quickly started catching the attention of our TG.
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CLICK TO PLAY CLICK TO PLAY
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CLICK TO PLAY
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LAUNCH
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Ac
On the day of Launch
Since our launch was scheduled for Independence Day, we made sure that we continued with the context of this significant day.
We ended our Launch micro campaign with strong communication which positioned Chhupe Rustam as India’s first ever platform for talent & entertainment.
Both social media and paid ads’ campaigns were leveraged as the communication medium to increase the reach and impression resulted in strong brand recall and awareness.
Social Media & Paid Ads
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CLICK TO PLAY
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Ac
On the day of Launch
To enrich our communication strategy and effectively reach our TG, we reached out to social media influencers in the field of media & entertainment.
This also helped in quickly building credibility among our TG by leveraging the relationship and trust these influencers have built with their followers.
This powerful partnership with social media influencers started a wave of user generated content. People started sharing their videos on their social media accounts and were tagging Chhupe Rustam which was fueling for more UGC.
Influencer Marketing
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BRAND BUILDING & SUSTENANCECampaign
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Triggering in-app Activity
After a successful launch, we strategized to trigger activity inside the app through social media platforms, for which we conceptualized and implemented attention-catching creative communication, which ultimately enhanced the in-app activity.
This motivated the target audience to use Chhupe Rustam and upload their videos.
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CLICK TO PLAY
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CLICK HEREto see the carousel
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CLICK TO PLAY
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Most Powerful MediumDigital Video Ad
We conceptualized and implemented unified creative messaging through one of the most powerful mediums, digital video advertising, to connect with our target audience and make the app popular.
This communication covered USPs of Chhupe Rustam in a simple and attractive poetry format, which instantly resonated with the TG, cut through the noise and grabbed attention of the viewers.
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CLICK TO PLAY
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Virality & Brand Exposure Memes, Engagement & more
We planned our communication strategy by keeping in mind that every message going out should resonate well with the audience, and, create bigger and far-reaching impact for Chhupe Rustam. And, what would have been better than meme marketing, topical creatives and engagement-driven activities to accomplish the same.
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CLICK TO PLAY
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KeyRESULTS
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50,442installs
Overwhelming Call-to-Action
In just 1 month
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25,685Organic engagement
in just 3 days
Far Reaching Impact
23,200Organic engagementOn the day of launch
Pre LaunchPhase
LaunchPhase
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29,88,272Impressions Generated
Far Reaching Impact
20,18,516Impressions Generated
47,74,063Impressions Generated
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Total clicks
Clicked with the audience...
1,62,258
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And guess what?…..
All of this in just
1 Month
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Thank You