GEEKY Social drove a surge in high-quality participants for “Dan Cake Dessert Genius Contest”
Peaked Participant Numbers
5,000+ registered participants for Dan Cake Dessert Genius 2018
Dan Cake is one of the market leaders in the bakery and confectionery industry in Bangladesh who relied on GEEKY Social to increase awareness & engagement with customers through a reality show.
Key challenges
The main challenge of launching the reality show was connecting a non-ingredient brand with a dessert making competition. The budget of pulling of this TV Reality Show was also tight.
Key Strategies & Actions
- Digital first communication to optimize media budget.
- Placement in key ATL Platforms only to ensure TOMA (i.e. insertion in top publishers/Spot in top FM Stations etc.).
- Tactical BTL activity to ensure participation of Core TG (i.e. Cooking school activation).
- Omnichannel option to participate in the program.
Tools Used
Result
In the communication phase, there was a reach of 25 million+ users, 5000+ registered individuals to participate in the program. Moreover, in the airing phase, there was a reach of 6.9 million individuals, with a TRP Rating – 0.12 (Average of 9 prime time episodes).
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