bKash
Moment Marketing
BACKGROUND
In an active world where every moment is significant, Real-Time Marketing (RTM) comes to the forefront. Recognizing the crucial intersection of consumer behavior and major events, bKash embarked on a mission to harness real-time opportunities by capturing viewership on both TV and mobile screens during the Cricket World Cup.
OBJECTIVE
The core objective of the campaign was to fully capitalize on the real-time, dual-device engagement of consumers during Cricket World Cup matches as people tend to scroll through Facebook while the match is live on the TV. The strategy was clear: deliver timely, relevant, and emotion-driven content through contextual ads.
Idea
At the heart of this Moment Marketing campaign was the seamless integration of ads with the live cricket experience. Leveraging technology and strategic partnerships with Mediaocean, a partner of Httpool Bangladesh Ltd., bKash sought to elevate user engagement by dynamically positioning the brand in real-time, capitalizing on the excitement and immediacy of the World Cup. The core concept revolved around being in the right place at the right time, fostering a real-time connection with Bangladeshi cricket fans.
EXECUTION
In executing our Moment Marketing strategy, we leveraged crucial match moments, such as boundaries, wickets, sixes, and fours among many other match highlights in real-time. For instance, when a Bangladesh match starts, a relevant bKash offer on Facebook ad was promptly displayed: ম্যাচের আগে ফ্যান টি-শার্ট, পরেছেন তো? গ্রামীণফোন-এ ৳৬৯৯ রিচার্জ বিকাশ-এ, ফ্যান টি-শার্ট ফ্রি *, ৫০০ মিনিট + ১৫ জিবি, ৩০ দিন, Likewise, dynamic ads for sixes and fours capitalized on the excitement, ensuring attention-grabbing, timely, and clutter-breaking advertising aligned with the ongoing match excitement.
RESULT
The moment marketing triumphed on Facebook during the World Cup, with a staggering 41,908,001 impressions, reaching 17,959,808 users. The campaign’s 312,948 clicks and frequency of 2.33 reflect its engaging content and consistent visibility. Most notably, the Click-Through Rate (CTR) outperformed other Facebook campaigns by an impressive 18%, showcasing its exceptional effectiveness in capturing audience attention and driving interaction during the campaign.