Herbalife Nutrition's Successful Digital Campaign during IPL 2021 on Hotstar in India
Client - Mark Hughes, the founder of Herbalife Nutrition, had a vision of "a future brilliant beyond comparison." His goals were to make people's lives better by providing them with unparalleled economic opportunities and better nutrition. established in 1980 in Los Angeles, California, and 41 years later, it is currently active in over 90 countries and has over 8,000 people globally.
Campaign objective - The campaign's objective was to provide the company with as much brand recognition and recall as possible, as well as to increase brand awareness, establish its position throughout India, and promote all of its health and nutrition products, targeting the premium audience and markets of India.
Digital platform and timeline - Hotstar was the digital streaming platform for the campaign, which was carried out during the IPL 2021 from October 5th to October 15th.
Campaign details - It was a combination of a 10-second pre-roll and mid-roll advertisement video. It was non-skippable and was also rolled prior to the start of the match. They advertised in the final ten matches of the IPL 2021.
Results - The company received excellent brand recall and recognition as the ads were non-skippable, and the platform gave the brand maximum visibility and awareness due to the million Hotstar followers as well as the match. There were nearly 17045455 ad impressions booked, with one-third of them being unique users. This gained a lot of attention in the market and among the target audience. A website tracking link with a CTR of 0.26% was also visible.
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