Online entertainment company The Viral Fever (TVF) partnered with AMFI (Association of Mutual Funds of India) and HDFC Life to reach their target audience and that too in a unique way, weaving them into real life scenarios.
As part of the campaign, AMFI partnered with The Timeliners’ The Aam Aadmi Family – Season 2. Through the 7 episode web series, mutual funds were made a part of regular conversations through slice-of-life scenarios among youth and busting the myth that mutual fund investments are ‘complicated’.
The series achieved over 29 million views on YouTube, Facebook and other platforms and a reach of 100 Million.
Something similar was achieved through Shaadi Ka Bhoot & Passion Ka Bhoot for HDFC Life. The two short format videos reached out to young working professionals with high disposable income inspiring them to invest in insurance so as to secure their future.
TVF had an independent research conducted on the efficacy of the campaign with Ormax and the results received were overwhelmingly positive with preference for the product going up by 59% and the act of purchase witnessing a 49% increase.
With 29 Million views, 100 mn reach, 350k+ reactions, and 75k+ comments – audience engagement with the show was phenomenal. Overall, TVF has also been gathering awards for its work. The Viral Fever and its network channel – Girliyapa – won five awards at India Content Leadership Awards held recently.
Besides that, TVF won the much-coveted Content Enterprise of the Year award along with Best Entertaining Content for Bachelors Season 2. Girliyapa won Best Humorous content award for No More Dishstress and Best Content in a Video marketing campaign – Special mention for Whisper’s SitImproper.