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
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.
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).