Case Study Detail
Dry Promotions. Viral Reactions. Brand Visibility, Without the Brand Plug.
When Memes Lead, Even LinkedIn Follows.
We turned Atomberg’s Dry Promotion Rant into a cultural flashpoint—crafting highly relatable meme formats and seeding them through curated pages and creators. The result? #1 trending on Twitter, 30Mn+ impressions, and organic pick-up by LinkedIn power users. Zero hard sell. 100% viral value.
Project Overview
The meme campaign for Atomberg’s Dry Promotion Rant video was initiated to create a buzz around the video ad. It addresses the recent norm of dry promotions through a light, humorous approach without a heavy brand plugin, creating a sense of relatability while subtly positioning the brand among the audience.
Project Strategy
- A plan for the activation was curated to achieve TG visibility via
- ✅ Premium Creator, Premium Meme, and Meme pages, posting trending content formats, created from clips/stills extracted from the video
- ✅ A 4-hour Twitter trend with the hashtag #DryPromotionRant to achieve a top-trending spot, and 10 Twitter influencer postings to add to the visibility
- ✅ Reaction videos on Youtube to address the norm and start a conversation on the matter.
Outcome
- We delivered 2x of the KPIs set.
- Dry promotion was trending #1 for an entire day during this campaign which led to significant organic visibility for the video
- The video was also organically picked by LinkedIn users and influenecers
- Reach - 24.8 Mn+
- Impressions - 30 Mn+
- Content Assets Created - 13,153
Brand Value
- The significant increase in organic posts during the campaign contributed to increased consumer interest, which translated into increased brand visibility and a more robust connection with the target audience. These factors ultimately amplify the brand’s overall market presence and value without Atomberg being explicitly visible in any of the brand assets.
Clients :
Atomberg
Category:
Creative & Viral Marketing
Industry :
Home Appliance