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Case Study: How Avengers: Endgame created 200 mn impressions with meme marketing

Social Samosa 2019-08-14 20:27:13

With multiple conversations in the form of memes, Avengers: Endgame was a rage across social media and crowdsourced content. Take a look at this Meme Marketing case study to understand more.

Brand Introduction

Avengers: Endgame is the closure of the decade-long cinematic journey with 22 movies that concludes with this one. It wraps up an epic story in which the survival of the known universe is (once again) at stake. This Meme Marketing case study explains the execution in detail.

Summary

Keeping in line with the revolutionary film-making techniques and special effects that the film contained, the hype generated for the film needed to be as eye-catching and spectacular. Marvel’s fans had to be brought into the fold as ambassadors for the film, and hype was to be created accordingly.



Objective

The core objective of the campaign was to create multiple conversations around the brand. This had to be achieved by engaging the audience to create content on behalf of the brand. The main aim was to crowd-source content.

Creative Idea

The brand carried out an audience insight study and found out their TG were avid meme consumers on the internet.



On the other hand, they were also avid cricket lovers. The association between memes and cricket would give us an opportunity to achieve maximum reach and create buzz on the internet.



Brief

The brand joined hands with Social Ketchup for a one-of-a-kind meme campaign during IPL 2019.

Social Ketchup sent out topics and templates to top 100 memers and they had to use these Avengers’ templates to create memes about the IPL and vice versa.

This created a synergy for the brand to tap on to topicality around the IPL whilst having Avengers imagery spread throughout the internet.



Execution

The campaign duration was from 1st April to 10th May 2019. To form key conversation starters for the purpose of the campaign, the brand leveraged one of the most active communities i.e. Meme Creators.

Beyond that, they collaborated with almost 100 Meme Pages across various social media platforms to trigger the campaign. The enthusiasm of the audience pushed user-generated content which served as their earned media.



Results

In a span of thirty days, the brand managed to roll out over 1200 memes. This gave the brand multiple static and video user-generated content that was seeded across over 200 Pages which had a participation of almost 150 Million users.

The campaign crossed over 200 Million impressions. The nature of crowd-sourced content creation on internet forums and meme portals also resulted in the acquisition of a new audience from Tier II and Tier III cities.



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