Case Study : CNN-News18’s #DontShowMeYourFace by Oktobuzz Digital Sol

Problem: When the second wave of COVID-19 pandemic disrupted our lives in March 2021, a lot of people were seen flouting the safety protocols and putting others at risk by going outside without a mask.

Insight: English news television channel CNN-News18’s social media campaign #DontShowMeYourFace, conceptualized and executed by Oktobuzz Digital Solutions Pvt. Ltd., was a campaign with reverse psychology with a hard-hitting idea to make people realize that moving out in public without masks is not cool. With an objective to urge people to come together in the fight against COVID by wearing a mask, the agency made hard hitting creatives to show a society-based perception in favour of wearing masks.

Solution: The campaign was executed on Facebook, Instagram, Twitter and LinkedIn. As part of this campaign, special Instagram and VR filters were made.

Creatives were also designed that focused on the plight of the COVID warriors and how they feel about people not wearing masks. Together with CNN-News18, Oktobuzz also created an impactful video featuring some of the news channel’s leading anchors. The anchors also integrated the campaign into their segments.

Join CNN-News18 in our #DontShowMeYourFace initiative and lend your support to the pro-mask movement by using our special Instagram and Facebook filters.

Facebook filter link: https://t.co/Y9EN0e7loX

Instagram filter link: https://t.co/O7T10TNUbr pic.twitter.com/vJUQevS4fh

— News18 (@CNNnews18) March 19, 2021

View this post on Instagram

A post shared by News18.com (@cnnnews18)

The agency also hosted a contest to spread awareness about the channel’s pro-mask movement and the response to the contest was nothing but overwhelming.

Result:

• The campaign gained a lot of traction. Following are the statistics for your kind perusal:
• Over 12.2 million Total Impressions
• Over 11.5 million Total Reach 
• The filter saw growth in popularity and usage across the globe with over 11% of interactions coming from outside India
• A straight split between male and female participation and the use of filter primarily by individuals in the 18-44 age group, which was the desired demographic
• The contest gave a huge organic boost to the campaign and helped showcase the novelty of the AR filters
• As the participants had to tag 5 of their friends to enter into the contest, the campaign spread to a wider audience with ~700 accounts interactions
• Later the campaign got Medikabazaar as sponsors and they reposted the creatives. And this time even the Mumbai Police shared the work and informed people about the initiative.