Old tunes new users: #30mFilmiGaaneClub Case Study
Indian content aggregator, distributor and VOD service provider, Shemaroo Entertainment deployed a social media campaign called #30mFilmiGaaneClub between 4th December till 9th December 2019. The campaign was visible across all major social media platforms like YouTube, Twitter, Facebook, Instagram, TikTok, Likee, Helo and ShareChat.
As part of the campaign, a 30 hour marathon of Hindi Songs was livestreamed on the platforms Facebook and YouTube. To boost engagement, a quiz was conducted on Filmi Gaane where users were asked 30 questions about evergreen music in Bollywood and were required to respond in 30 days. Shemaroo also leveraged TikTok for a duet challenge with the hashtag #30mFilmiGaaneClub.
Shemaroo Filmi Gaane subscriber handle on YouTube touched 30 million during the duration of the campaign. The brand met with success on other social media platforms as well. For example, on Twitter the campaign was organically trending for 4+ hours straight. Overall, the campaign garnered 47m+ impressions and more than 4.1 lakh users directly engaged with the content on social media.
On TikTok, more than 7500 users participated in the duet challenge generating up 20,000 impressions on that medium alone. Shemaroo Entertainment's official ID on TikTok gained 50,000 subscribers via the duet challenge. The campaign did not just receive a overwhelming response on social platforms but also saw users interact with Shemaroo's content in unique ways.