The challenge Trend Loud Digital set for themselves when they committed to the marketing of two of ZEE5's projects - Ayothi and Agilan was 30 million views in 3 weeks across Facebook and YouTube. This at the time seemed to be a daunting challenge but we backed ourselves to achieve it.

The organization had worked with ZEE5 on a number of projects in the past. However, the requirement from the OTT platform was to ensure 15 million views each for Ayothi — the Sasikumar-starrer — and Agilan with Jeyam Ravi — in a relatively short span of time. Thus it triggered a pursuit of a successful digital campaign.

So, what was the process like for the campaign to successfully hit this coveted number under such a tight schedule? Let’s take a look.

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All hands on deck

Trend Loud Digital has several wings that function efficiently. Each wing functions independently yet effectively as a team. During this assignment, TL came together to solve one of the company’s most interesting challenges.

Immediately after the campaign was confirmed, a brainstorming session with employees from all teams was held. The plan was to create a strategy that could help the organization reach the target number with relative ease.

TL sought content creators from top-performing YouTube channels and collaborated with influencers with sizable audiences on Facebook and Instagram for shoutouts. Cluster heads who oversee the management of clients across the YouTube creator and news space helped pick the best channels to use. They also aimed to maximize promotion space on these social media platforms with advertising through bands. The reach over the three-week span grew without any external interference.

The teams also touched base with creators, providing them with content and discussing the best ways to place the message regarding the film’s release in the first week.

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Overcoming obstacles

At the end of week 1, the campaign ideally should have had at least 10 million views (1/3rd of the total views in three weeks) but had only secured a 10th of what it should have.The Team refused to back down and worked towards securing the pending 29 million views with renewed energy. The Facebook team rigorously checked live links. This helped the other teams understand the goal they were working towards with better clarity.

With a few last-minute substitutes, the campaign showcased impressive ads and creative shoutouts that helped increase the views.

For example, nearly all the videos on Namma Trend hit over 100k views with one especially reaching 1.2 million views. We also found that a particular YouTube shorts video for the film Ayothi by Satish and Deepa had recorded 783k views. Other YouTube Shorts videos by EMI Rani and Little Talks ended up recording 100k views each. They helped to quickly disseminate news about the film’s release through their sketches. The organization also reached out to Vikkals, a popular YouTube channel for a shoutout. The information about the films were also frequently flashed on Polimer News through ‘L band adverts’.

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Final ball thriller:

When the campaign was finally picking up the pace and performing well, the penultimate day threw a curveball in TL’s direction. The campaign needed two million views to hit their goal. The company got in touch with influencers who were yet to hit their target number and propelled them to aggressively push the campaign. TL believed in trusting their process. At the end, the journey over three thrilling weeks culminated in an overall of 31.8 million views across both the campaigns procured after deft decision-making and hard work of the people involved throughout the process.

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Total Views: 33.1 M

Total Engagement: 1.04M

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