To change the perception of Brand Factory, from ‘Discount Store’ to a place for ‘Smart Shoppers’.
To push the videos to the right audience through the right media platforms to maximize reach and impact.
The campaign was launched on Facebook with a series of teasers to generate curiosity among the youth. Then, videos were amplified through geo-targeted ads on Facebook, YouTube, Instagram and HotStar to reach only the cities with Brand Factory stores. To further promote the videos, we launched several contests that required viewers to watch the ads again.