Case Study: How Hide & Seek distributed their Valentine’s Day video Campaign | #casestudy

The Hide & Seek social media campaign aimed to amplify the impact of video films, driving awareness and conversations around their core proposition. This was done with the help of an influencer and UGC push.

Here’s a deep dive into how the Hide & Seek Valentine’s Day video campaign, garnered around 27 Mn views with the support of social media marketing, influencer outreach, and UGC push.

Category Introduction

The global cookies market is projected to grow at a CAGR of 7.37% during the forecast period (2020 – 2025). India is a transitional market as far as biscuit consumption is concerned. According to the Market Outlook report, India’s biscuit market stood at INR 28,387 crores in 2016, and is projected to grow at a compound annual growth rate (CAGR) of 11.27%, in value terms, between 2017 and 2022, to reach Rs 52,771 crores by 2022. The shift in consumption towards bakery products owing to better appeal, taste, and convenience is a significant driver of the market growth.

The organised biscuit market in India, which is valued at INR 37,000 crore in size, grew at double the rate of growth in April-May against pre-Covid levels as people stockpiled on essential goods during the lockdown. Cookies product type is anticipated to be the fastest-growing segment in India’s biscuits market. With changing taste preferences of consumers, the cookies segment is likely to register the fastest growth rate. With increasing purchasing power, consumers are readily paying for taste and quality products. In India, there are lots of festivals people celebrate. Gifting options pertaining to high-end cookies is a key trend prevalent in metro cities owing to its longer shelf life as compared to chocolates and sweets.

Brand Introduction

Hide & Seek is a brand that’s a part of Parle Platina’s ecosystem. Introduced in 2017, Parle Platina is the premium and exclusive range from the House of Parle. Their indulgent and aspirational range includes Hide & Seek, Milano, and Nutricrunch made from the finest ingredients such as dark cocoa, mixed berries and real chocolate chips. Made with Real Chocolate Chips, Hide & Seek is the most preferred brand and a market leader in the Chocolate Chip Cookies segment. On social media, Hide & Seek aims to drive engagements, interactions, and conversations with a young pan-India audience around early infatuations and crushes, amongst teenagers.

Summary

Hide & Seek came up with a series of three films for Valentine’s Day that subtly highlighted the initial sparks of infatuation amongst the teenagers. The campaign, titled ‘Start your story with Hide & Seek’, captured the same emotion.

The social media campaign aimed to amplify the impact of the films and their main campaign song, driving awareness and conversations around the core thought. This was done with the help of an influencer and UGC push.

Problem Statement/Objective

Hide & Seek’s brand space is all about celebrating young love and the jitters that come with it. As far as topicals go, Valentine’s Day is right up their alley. The primary objective of the campaign was to send out one simple message: Take the first step towards the one you seek.

As an extension, the campaign aimed to drive engagement and spread awareness of the films and the main audio track by amplifying the creative thought – ‘Start Your story with Hide & Seek’.

Also Read: Case Study: How Gangubai Kathiawadi’s Netflix release campaign took an integrated approach

Brief

The brief focused on the digital amplification of the films. The communication targeted the Urban/Semi-Urban College teenagers – Aged 16 -18.

The task was a through and through digital amplification, plan spread across phases [Read: Pre-launch, launch & Post launch] that included an influencer activity, UGC entry-based contest and surrounding content.

Creative Idea